Advertorials: Direct Response Marketing at its Best (ePub)

Publishing content in an advertorial style is effective in:
•    Explaining complicated processes in  a  way  that traditional ads cannot.
•    Gives  the  customer information  to  think about.
•    Is  less   intimidating,  so that  the customer  isn't already on the  defensive and  is more  receptive to the sales pitch.
•    Builds your  credibility in the industry and establishes     your expertise on  the  subject matter.
•    Expresses your  brand philosophy and   identity without shoving it down the customer's throat.
•    Turns   a  prospect into  a referrer if  he  himself   is not ready to buy now.

Your prospect is no fool. They know you're in business to make money. 

They're not going to be offended if you've proven your unique selling proposition, then asked them to do business with them. It's more honest. It lets them know that if they are not ready now, they'll know where to go when they are ready.

Johanna Schlossberg, associate  media   director at Clive,   Davis   &  Mann   and Gwen  Canter VP, media director  at  Sidler   & Hennessey have  researched the  effectiveness  of advertorials thoroughly. Their research reveals  that "…advertorials  were  shown to be more effective than branded ads in terms  of generating    interest, providing valuable information, and provoking follow-up discussions."

The other option, publishing ridiculous amounts of tripe, might have the opposite effect from what you expected. You may become the source of FREE information and it never occurs to the prospect to do business with you. He acquires knowledge from you to take elsewhere to make a business deal. This is not how content marketing worked for early adopters of digital platforms. They didn't have the same type of competition in the market. Today, you have tons of competition (and not just within your own industry).

Advertorials are an amazing content strategy that puts you in the driving seat.