Why The Penny Hoarder's “Here’s How to…” Sponsored Content Is The Right Way To Advertise On Social Media

The inspiration to write this post came from a piece of sponsored content which I found on Facebook, written and advertised by The Penny Hoarder. 

The title of this sponsored content is, “Here’s How to Add Up to 200 Points to a Credit Score Without Paying Anyone For Help.”

Note the use of “How to” (a very common search term), the use of “Anyone” versus “You” (Facebook will not allow the use of that word), an exact numerical benefit “200 Points to a Credit Score”, and a cost-savings value add to their target audience, “Without Paying Anyone For Help.”

The brilliance of this strategy is contained in the following points:

• This strategy directs people to a blog post, not an outright advertisement. This type of writing is also referred to as an “advertorial”.
• Real stories, with real people, are created in this advertorial to give it authenticity and relatability. Photos of their case study customers are placed throughout the post; again adding to the human interest side to their story.
• It does not outright sell, but informs and educates. Branded resources (as links) are strategically added within the story.
• Throughout the article, brand mentions are given throughout the stories they tell. Again, with links to those services when mentioned within the story.
• These links go to specific, contextual Landing Pages. Their purpose is to capture their identity and begin the process of email drip campaigns, as well as retargeting them on social channels. 
• At the top of the blog article is a list of services they offer. A full menu of services is rendered to potentially reach other needs that their visitors may want fulfilled.

This very strategy is subject to reiteration for any brand who is creative and intelligent. A brand which understands that is an effective way to generate not only more traffic and sales leads, but also even having their content inspire organic shares on social media. Brilliance.