Write an effective advertorial

Business Benefits

Provide value to your target audience while also selling your products/services.


Visit forums and research your competitors’ reviews to get insights into your target audience’s pain points.

Use the Google search operator forum: to locate forums. You can also install the Discussion Button for Google Search extension for Chrome to help you find forums. Use positive reviews to see what people loved about the product and spin negative reviews into problems your product can solve.

Enter your product keyword and the URL of a website with posts related to your niche into a tool like BuzzSumo or Ahrefs’ Content Explorer to find highly linked or shared content related to your product headline structure ideas.

For example, the Forbes website URL with the keyword CRM. If you don’t have access to such tools, run a Google search using a search phrase like site:forbes.com CRM. Look for patterns that show up repeatedly.

Create a content outline that includes 70% informative content and 30% promotional content.

Include an introduction, headings, bullet points for content, a call to action, and a conclusion.

In your introduction, describe the reason behind your post and explain how it will answer questions for your readers.

You can tell a story or a joke, be empathetic, or captivate your audience with an exciting fact.

Write the body of your advertorial by filling the blanks in your content outline.

Use the style and tone of the publication where you’ll place your advertorial. For example, Vice is gritty. Forbes is bold. The Daily Beast is informal.

Include a call to action in your conclusion to point readers to your offer or at least where they can learn more about it.