Sponsored content is a type of marketing strategy which leverages relevant and valuable content produced by a recognized and credible industry leader to introduce products and services to audiences beyond the brand’s reach. The main difference between sponsored content and content marketing is that this type of marketing strategy relies on the expertise and credibility of a content publisher outside of the organization to create and distribute valuable content for marketing purposes.
Sponsoring content is a type of strategic marketing that involves a partnership with another organization to create and distribute materials to promote a product or service without explicitly promoting the brand. It is intended to stimulate interest and ultimately attract a well-defined client base without a direct sales pitch by offering relevant and useful content that educates prospective buyers and helps them understand the type of problems that brand’s products or services solve.
Identity Management Institute (IMI) is a global organization in identity and access management education and training with thought leadership and registered certification brands. We offer some of the most thought provoking content on the Internet and attract thousands of visitors to our site, blog, and social media outlets thorough content creation and distribution. Our membership database and network channels such as Twitter, Identity Management Journal, and LinkedIn CISO, or LinkedIn Identity Theft groups collectively have thousands of subscribers and members. Visit our Free Resources tab to learn more.
Types of Sponsored Content
Many brands are sponsoring content in the form of articles (around 400 words), short videos, white papers (800-1600 words), independent product reviews, and research reports to reach large and relevant audiences. Well-known brands spend a good percentage of their content marketing budgets on sponsored content which is trending upwards.
Topics for which IMI creates content include identity and access management trends, industry and market analysis, data protection and privacy, cyber security, risk management, compliance, outsourcing, technology, and comparative analysis to name a few.
Contact us to select a content topic, type, and format that meet your needs. Then let our experts create and distribute the content to help you achieve your marketing and sales goals.
Benefits of Sponsored Content
Identity and access management companies and their marketers should take full advantage of IMI’s sponsored content services because we can develop an attractive title and informative body for a content that reaches your industry audience. A well-crafted content that identifies a growing risk and proposes a solution that your product or service offers along with your brand logo can work marketing wonders.
IMI is a thought leader in the cybersecurity and IAM risk management content space. A partnership with us to create and distribute unique content can add additional confidence in your products in a competitive market. Brands should sponsor as many articles and reports as possible to make sure that audience reach is optimally maximized.
Save time and money – Relying on expert writers outside your organization is a great way save money if you don’t need full time writers and save time on research and writing while you focus on your main craft.
Leverage credibility – Co-branded content with a leader in your industry is a great way to add credibility to your sales pitch. This is especially important in competitive markets, or when you’re a new or up-and-coming entrant. Established businesses also find value from added credibility when launching a new offering or reinvigorating an existing product or service.
Reach audience – Partnering with us can introduce your brand to a relevant audience beyond your reach or reinforce your message to an existing audience.
Multi-channel marketing – In addition to posting the sponsored content to our website and social media accounts, you can also post the content to your channels to receive the maximum benefit of content marketing.
Increased traffic – The sponsored content on our website will have your logo with a link to your website. This will increase your site’s visibility in search engines and continued traffic from our site to yours.
Educate your target audience – Sponsored content is a great way to educate your target audience about aspects of your industry, company, product or service in an independent fashion.
Develop thought leadership – Sponsored content can play a pivotal role in helping you get on the radar screen. By partnering with us and investing in informative content that you freely share with the audience, you associate your brand with thought leadership.
Build positive brand sentiment – Customers notice when brands partner with other organizations and make the effort to share useful content. Sponsored content as part of an overall marketing campaign is a great way to get the message out and control how others perceive your brand.
Attributes of Sponsored Content
For the articles, white papers, and research reports:
- Your logo, website link, and short description of your brand will be listed as the sponsor at the top of the content.
- You will own 100% of the content sponsorship without any other ads.
- ONLY quality companies whose products and services we think are relevant to our industry are selected.
- We will include mentions of your brand and sponsored content in our social media channels.
- You could re-distribute the content through your channels at no additional charge in its original form with the IMI logo.
- Media distribution through a press release when warranted.
Identity Management Institute also offers service provider membership programs to companies that want to combine their employee training and marketing efforts in order to increase the skills of their employees and share the value of their products or services with interested parties. Whether your company is a service or product provider, you will greatly benefit by partnering with IMI to serve your employees and customers. Click here for details.