Sponsored Content Needs to be Part of Your 2024 Strategy (and Budget)

Katie Schieder
Katie Schieder Director of Inbound Marketing & Content

Marketing is constantly evolving – new tools, algorithm changes and updates, the introduction of AI – but there remains one constant. Content continues to be a key factor in the success of websites and businesses as a whole. Harping on content may sound outdated and boring, but before you write this article off as fluff, look at some of the below stats. We used ChatGPT to quickly pull statistics on how marketers and brands are using content in 2023.

  1. Content Marketing Budget Allocation:

    • According to the Content Marketing Institute, 80% of B2B organizations were actively using content marketing, and they allocated about 26% of their total marketing budget to content marketing.
  2. Blogging:

    • Websites with blogs tend to have 434% more indexed pages (HubSpot).
    • Brands that publish 16 or more blog posts per month get almost 3.5 times more traffic than those that publish zero to four posts (HubSpot).
  3. Video Content:

    • Video is a preferred content format. According to HubSpot, 85% of businesses use video as a marketing tool.
  4. Social Media Content:

    • The Social Media Examiner’s 2021 Industry Report found that 90% of marketers say their social media efforts have generated more exposure for their businesses.
  5. Content Personalization:

    • Personalization is crucial for content. According to Evergage, 88% of marketers saw a measurable improvement in their business from personalization efforts.
  6. Content for SEO:

    • Search Engine Optimization (SEO) remains a significant focus for content. Ahrefs reported that 90.63% of all pages on the web get no organic search traffic from Google.
  7. Content Creation Challenges:

    • Content marketing isn’t without its challenges. According to Content Marketing Institute’s B2B Content Marketing 2020 report, the top challenge is producing engaging content (60%).
  8. Content Distribution:

    • 75% of marketers see content distribution as a major challenge (Zazzle Media).
    • Social media is the most popular content distribution channel, with 96% of B2B marketers using it (Content Marketing Institute).
  9. Email Marketing:

    • Email marketing is still a highly effective channel. According to HubSpot, email generates $38 for every $1 spent, which is an astounding 3,800% ROI.
  10. Content Quality:

    • High-quality content is crucial. According to Statista, the most important content-related factor for a successful website in 2020 was the quality of the content, as stated by 76% of respondents.


Now sure, all of this information is fairly commonplace. Yes, content benefits SEO. Yes, brands should make content personal and valuable to their audience. And yes, the more content you produce the better. But look at bullet 8. It talks about content distribution and how companies and agencies are struggling to distribute content in a meaningful way. It’s logical that companies would use social platforms to distribute their content, but does that really work? Can you measure beyond impressions and likes? And really, what do impressions and like’s even mean? They rarely, if ever, translate into meaningful data or revenue.

So how do you distribute all of this great content beyond your network? Simple, you work with established brands that have a pre-existing audience to promote sponsored content. You may be wondering why you would pay to place content on another website instead of keeping content local to your site and using free options like social media or email. Good question. Yes, it is an additional cost – but it goes back to the old saying of you get what you pay for.

Posting sponsored content on other websites can be a beneficial strategy for businesses and brands for several reasons:

  1. Extended Reach: Sponsored content allows you to tap into the existing audience of the host website, reaching a larger and potentially more diverse audience than your own platform might provide. This can be particularly valuable for brand exposure.

  2. Targeted Audiences: You can select websites that align with your target demographic or niche. This ensures that your sponsored content is seen by an audience that is more likely to be interested in your products or services.

  3. Credibility and Trust: Associating your brand with reputable websites can enhance your credibility and build trust with the audience. Readers may view your brand more favorably when they see it featured on a trusted website.

  4. SEO Benefits: High-quality backlinks from authoritative websites can improve your own website’s search engine ranking. This, in turn, can drive more organic traffic to your site.

  5. Content Quality: Posting on other websites may require you to create high-quality, valuable content to meet the standards of the host website. This can lead to an improvement in your own content quality and strategy.

  6. Brand Awareness: Sponsored content can boost brand awareness, particularly if you’re a new or emerging brand. It allows you to introduce your brand to a wider audience.

  7. Content Diversification: It enables you to diversify your content marketing strategy. By posting on various websites, you can use different formats, styles, and tones to cater to different audience preferences.

  8. Social Proof: When readers see your brand featured on well-known websites, it can serve as social proof of your authority and popularity in your industry.

  9. Engagement Opportunities: Sponsored content can encourage engagement, discussion, and social sharing on both the host website and your own platforms, leading to increased exposure and potential viral content.

  10. Brand Partnerships: Collaborative sponsored content can establish valuable partnerships with other brands, bloggers, or influencers, leading to cross-promotion and shared audiences.

  11. Market Expansion: If you’re looking to enter new markets or expand your business globally, sponsored content on websites with international reach can help you access new audiences.

  12. Lead Generation: Sponsored content can be tailored to drive lead generation and conversions, whether through email sign-ups, product downloads, or other calls to action.

  13. Data and Analytics: You can gain insights into audience behavior and engagement through analytics provided by the host website, helping you fine-tune your content strategy.

  14. Revenue Generation: For some businesses, posting sponsored content on their websites can also generate revenue through paid partnerships with other brands.

When posting sponsored content on other websites, it’s essential to choose your partner websites wisely, ensure transparency about the sponsorship, and craft content that provides genuine value to the audience. A well-executed sponsored content strategy can be a win-win for both the host website and the brand seeking exposure.

At Arc Intermedia, we’ve seen clients have great success with sponsored content:

  • Over 1,000,000 impressions on an article
  • Over 40% open rate on emails associated with sponsored content
  • 40% increase of conversions from sponsored content year-over-year
  • 26% engagement rate on a sponsored article

Talk to Arc about how sponsored content distribution can help your business grown and amplify your brand.