Create Your Ad Campaign in the Form of an Article
Advertorials are a great online marketing strategy and an effective means in procuring lead-generated interest from HotelExecutive readers. HotelExecutive provides the opportunity to run featured advertorials on the website and in the daily newsletter.
Advertorials are editorial-style ads which generate powerful results. According to a recent split-run test, an advertisement that looked like a magazine article pulled in 81 percent more orders than the identical copy, set in ad-style. And according to another professional marketing analyst, readers are up to 500 times more likely to read an advertorial than a straight ad.
Contact us today and put this powerful form of advertising to work for your business!
Tips for Writing an Effective Advertorial
Study the Style and Format of HotelExecutive
Get a sense of our style. Study the headlines and graphics. Then, as much as possible, try to model your advertorial after those articles. HotelExecutive publishes best-practice articles on hotel management and operations. Give our readers some valuable advice on a hot topic, while at the same time promoting your products and services.
To look like an article, your advertorial must be of a size that's similar to our published articles. HotelExecutive advertorial wordcount should be around 1500 words for an effective and credible read.
Write a Suitable Headline
Unlike the headlines in brochures and direct-mail pieces, a suitable advertorial headline is one that attracts interest. Don't use a headline loaded with fluff or superlatives that brag about your organization. Instead, use headlines that are simple and straightforward. Again, study the headlines used on HotelExecutive and use them as examples.
Use a Byline
Using a byline gives far more credibility to an article, particularly if the name is recognized by readers. Even if the author is not well-known, the appearance of a byline will create familiarity with our readers over time and position the author as an industry leader. That's good for your brand. HotelExecutive advertorials are formatted with the author's headshot and bio.
Use Photos with Captions
Typically an advertorial is stronger when photos have some kind of caption written underneath. HotelExecutive advertorials can include up to two images, in addition to the author's headshot.
Open and Close with a Bang
As with all forms of good communication, your lead paragraph should really grab the reader. Don't forget to close with something that moves the reader to action.
Sprinkle with Quotes
Enliven your advertorial with quotes from real people, real experts. Use the quotes as testimonials or to back up certain claims. Insert them throughout your advertorial. Use them the way a typical journalist would. Bringing other experts into your article not only provides more credibility but it also creates more buzz.
Break Up Copy with Subheadings
Depending on the length of your copy, subheadings can make the advertorial more reader-friendly. Use them to draw attention to crucial parts in your advertorial.
Include the "Call to Action" and Contact Information
Your piece may look like an article, but it still is an ad. For that reason, make sure to create a strong call-to-action statement. Create a sense of urgency and tell them exactly what you want them to do.
Hotel Executive.com Advertorial Guidelines:
- Advertorials must be original content and not published previously.
- Word count must be a minimum of 1500 words per advertorial, not to surpass 2000 words.
- A paragraph of around 100 words promoting the advertorial is required and this is run in conjunction with the advertorial.
- Advertorials must include a headline (in lower case), byline, author's business headshot and 300 word bio with contact email & telephone.
- Keep bullet points to a minimum.
- Advertorials must be proof-read upon submittal.
- Advertorials must be formatted in MS Word.
- Up to 2 images may be submitted with your article. Images must be presented in jpg format.
- No Personal Opinions. HotelExecutive.com will not distribute content intended to harm or exact revenge against a person or company.
- No Blog Posts. Blog posts, general interest advertorials, "open letters" and the like usually lack attribution and/or news value and are not an acceptable advertorial format.
- No Fiction. All advertisers must agree to submit only accurate information.
- No Double Posting. The search engines and other targeted audiences do not want to see the same advertorial more than once.
- NO SPAM. Avoid getting caught in content filters because of a high volume or density of words and/or phrases that are frequently found in advertisements, unwanted e-mail (SPAM) or on non-newsworthy websites.
- Be Focused. Create your advertorial focus to be specifically best-practice oriented. HotelExecutive readers are seeking information on best practices in hotel management and operations. The most effective advertorials offer value to readers, and provide worthwhile information in their content.