This guest post is by Gab Goldenberg, author of The Advanced SEO Book.
What happens when someone comes to the end of your post? Their eyes keep reading downwards, so it’s wise to optimize the area with advertorials and an encouraging comment area.
What do I mean by advertorials? And why should they be present at the end of a post specifically?
In the news-media world, there’s traditionally been a distinction between “editorial content” and ads.
An advertorial is an ad designed to look like regular, non-sponsored content. Advertorial design aims to increase readership by avoiding traditional ad blindness.
As you can imagine, advertorials’ appearance varies according to the media they appear in, to better look like the content they’re designed after. Traditionally advertorials looked like news articles.
Today, Facebook offers “sponsored stories” in the News Feed, which are essentially advertorials:
Likewise Twitter offers “promoted account” suggestions and sponsored tweets, that are a modern variant of advertorials:
What’s the key takeaway?
As Fred Wilson writes on AVC:
“In both examples, the ad unit is the same atomic unit of content as the users create in the service.”
The takeaway for bloggers is that advertorials for blogs need to look like blog posts, or at least inhouse content.
And what better place on a blog for an advertorial than where people are most likely to read it—after another post?
In other words, place the advertorial either after a few posts on a category page (where it looks like another post in the category page’s list) or after a blog post on its own page. In both cases your placement contributes to the impression that the advertorial is regular, non-paid content.
Some of the top marketing blogs use this area for advertorial promotions, be it for inhouse marketing (most commonly), or also for other people’s products.
Social Media Examiner uses their branded cartoon-jungle-explorer style for their newsletter promotion:
And MediaBistro make their promo’s background the same as the background behind links to related content:
And of course Problogger does this as well, featuring affiliate marketing for the Genesis WordPress framework. The advertorial uses the Problogger-brand-orange in the advertorial title and the light-blue of the related content box above the advertorial, having it blend in easily