{"id":245,"date":"2025-08-09T13:39:00","date_gmt":"2025-08-09T13:39:00","guid":{"rendered":"https:\/\/www.linkauthority.eu\/?p=245"},"modified":"2025-08-03T19:41:10","modified_gmt":"2025-08-03T19:41:10","slug":"advertorials","status":"publish","type":"post","link":"https:\/\/www.linkauthority.eu\/en\/advertorials\/","title":{"rendered":"Advertorial: mastering web infomercials"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Resume_des_points_abordes\" >Summary of points covered<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Advertorial_definition_et_origine\" >Advertorial: definition and origin<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#A_quoi_sert_un_advertorial\" >What's the point of an advertorial?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Advertorial_vs_article_sponsorise_vs_native_advertising\" >Advertorial vs sponsored article vs native advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Exemples_concrets_dadvertorials_reussis\" >Concrete examples of successful advertorials<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Les_avantages_des_advertorials_pour_les_marques\" >The benefits of advertorials for brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Comment_rediger_un_advertorial_efficace\" >How to write an effective advertorial?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Optimisation_SEO_des_advertorials\" >SEO optimization of advertorials<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Erreurs_a_eviter_dans_un_advertorial\" >Mistakes to avoid in an advertorial<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#FAQ_sur_les_advertorials\" >FAQ about advertorials<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Un_advertorial_est-il_legal_en_France\" >Is an advertorial legal in France?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Combien_coute_un_advertorial\" >How much does an advertorial cost?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Peut-on_publier_un_advertorial_sur_LinkedIn_ou_Medium\" >Can I publish an advertorial on LinkedIn or Medium?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.linkauthority.eu\/en\/advertorials\/#Pourquoi_les_advertorials_meritent_votre_attention\" >Why advertorials deserve your attention<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Resume_des_points_abordes\"><\/span>Summary of points covered<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><i>Clear definition<\/i> advertorial and its origins<\/li>\n<li><i>Essential differences<\/i> with other advertising formats<\/li>\n<li><i>Real-life examples<\/i> successful infomercials<\/li>\n<li><i>Notable advantages<\/i> for brands<\/li>\n<li><i>Methodology<\/i> to write one efficiently<\/li>\n<li><i>SEO optimization<\/i> adapted to this type of content<\/li>\n<li><i>Common errors<\/i> to be avoided at all costs<\/li>\n<li><i>Precise answers<\/i> to the most frequently asked questions<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Advertorial_definition_et_origine\"><\/span>Advertorial: definition and origin<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When I first heard of an advertorial, I was a little puzzled. This word, a contraction of \"advertising\" and \"editorial\", refers to content that resembles a feature article, but which aims to promote, in a subtle way, a product, service or brand. It's not blatant advertising, but an enriched, almost journalistic editorial format.<\/p>\n<p>Historically, advertorials appeared in the printed press, long before the web. Brands saw it as a way of explaining their value proposition without offending readers with a frontal sales pitch.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_quoi_sert_un_advertorial\"><\/span>What's the point of an advertorial?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Personally, I find advertorials useful when well thought out. Above all, it serves to :<\/p>\n<ul>\n<li><strong>Educate<\/strong> the reader on a subject related to your world or product<\/li>\n<li><strong>Enhancing credibility<\/strong> of your brand by adopting an editorial tone<\/li>\n<li><strong>Encouraging conversion<\/strong> indirectly and fluidly<\/li>\n<\/ul>\n<p>As a reader, we appreciate this format when it brings real insight, without trying to sell at any price.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advertorial_vs_article_sponsorise_vs_native_advertising\"><\/span>Advertorial vs sponsored article vs native advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These terms are often used interchangeably, but they cover slightly different realities. I myself was confused at first.<\/p>\n<ul>\n<li><strong>Advertorial :<\/strong> editorial content for promotional purposes<\/li>\n<li><strong>Sponsored article:<\/strong> sponsored content clearly identified as such<\/li>\n<li><strong>Native advertising :<\/strong> advertising that blends into the site's environment, often without editorial content<\/li>\n<\/ul>\n<p>What really sets advertorial apart is its desire to provide value before trying to sell. That's what I appreciate most about this format.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Exemples_concrets_dadvertorials_reussis\"><\/span>Concrete examples of successful advertorials<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here are a few key cases that have inspired me:<\/p>\n<ul>\n<li><strong>The New York Times x Netflix:<\/strong> an article on women's prisons to promote the series *Orange is the New Black*. Subtle and captivating.<\/li>\n<li><strong>Le Monde x EDF :<\/strong> a highly informative dossier explaining energy issues and highlighting the supplier's role.<\/li>\n<li><strong>Forbes x SAP :<\/strong> high-quality B2B content on digital transformation, targeting decision-makers.<\/li>\n<\/ul>\n<p>What stands out from these examples is their ability to capture attention without aggression. They arouse interest, and sometimes even emotion.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Les_avantages_des_advertorials_pour_les_marques\"><\/span>The benefits of advertorials for brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a brand, you have a lot to gain:<\/p>\n<ul>\n<li><strong>Increased awareness :<\/strong> you reach a wider audience, without friction<\/li>\n<li><strong>Enhanced commitment :<\/strong> good content encourages readers to interact<\/li>\n<li><strong>A seamless customer experience :<\/strong> the message comes across naturally<\/li>\n<\/ul>\n<p>To my mind, it's one of the few forms of advertising that doesn't disturb. It's part of the reading experience.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Comment_rediger_un_advertorial_efficace\"><\/span>How to write an effective advertorial?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If I were to create one today, I would follow this approach:<\/p>\n<ul>\n<li><strong>Defining the objective :<\/strong> awareness, traffic, conversion?<\/li>\n<li><strong>Choosing the right media :<\/strong> a site aligned with your audience<\/li>\n<li><strong>Structuring content :<\/strong> clear, informative and engaging<\/li>\n<li><strong>Add a call to action :<\/strong> discreet but present<\/li>\n<li><strong>Staying transparent:<\/strong> readers need to know they're reading sponsored content<\/li>\n<\/ul>\n<p>A good advertorial doesn't try to sell, but to convince by the relevance of its message.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Optimisation_SEO_des_advertorials\"><\/span>SEO optimization of advertorials<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We don't always think about it, but SEO is crucial. Here are a few tips that I often apply:<\/p>\n<ul>\n<li><strong>Insert the right keywords :<\/strong> without forcing, in a natural way<\/li>\n<li><strong>Structuring the text :<\/strong> H2, H3 tags, short paragraphs<\/li>\n<li><strong>Optimizing metadata :<\/strong> catchy title, clear description<\/li>\n<\/ul>\n<p>A well-referenced advertorial can continue to generate traffic for months or even years.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Erreurs_a_eviter_dans_un_advertorial\"><\/span>Mistakes to avoid in an advertorial<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From experience, here are the pitfalls to be avoided:<\/p>\n<ul>\n<li><strong>Too commercial:<\/strong> it kills confidence<\/li>\n<li><strong>Lacking substance:<\/strong> you really need to bring something to the table<\/li>\n<li><strong>Forget transparency:<\/strong> it's a legal obligation, but also an ethical one<\/li>\n<\/ul>\n<p>Always bear in mind that the reader is not fooled. They expect useful content, not disguised advertising.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_sur_les_advertorials\"><\/span>FAQ about advertorials<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Un_advertorial_est-il_legal_en_France\"><\/span>Is an advertorial legal in France?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, but it must be clearly identified as sponsored content, so as not to mislead the reader.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Combien_coute_un_advertorial\"><\/span>How much does an advertorial cost?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Rates depend on the medium, the desired visibility and the content production. They range from 500 to several thousand euros.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Peut-on_publier_un_advertorial_sur_LinkedIn_ou_Medium\"><\/span>Can I publish an advertorial on LinkedIn or Medium?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, as long as you respect the transparency rules specific to each platform.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Pourquoi_les_advertorials_meritent_votre_attention\"><\/span>Why advertorials deserve your attention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I'm convinced that advertorials, if used properly, offer a balanced approach between valuable content and commercial message. They reconcile brand and reader, in a win-win situation.<\/p>\n<p>If you're looking to communicate differently, to enrich your content strategy without assaulting your audience, then this is the format for you. Test it, adjust it, and watch the feedback.<\/p>","protected":false},"excerpt":{"rendered":"<p>Summary of points covered Clear definition of advertorial and its origin Essential differences from other advertising formats Real-life examples of successful advertorials Significant benefits for brands Methodology for writing an effective advertorial SEO optimization adapted to this type of content Frequent mistakes to be absolutely avoided Precise answers to the most common questions Advertorial:...<\/p>","protected":false},"author":1,"featured_media":247,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","rank_math_title":"","rank_math_description":"Advertorial : d\u00e9couvrez comment ce format hybride renforce votre strat\u00e9gie marketing \u2b50 entre contenu \u00e9ditorial et publicit\u00e9 subtile.","rank_math_focus_keyword":"","rank_math_canonical_url":"","rank_math_robots":"","saswp_custom_schema_field":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/245","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/comments?post=245"}],"version-history":[{"count":0,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/245\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media\/247"}],"wp:attachment":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media?parent=245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/categories?post=245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/tags?post=245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}