As an experiment, I recently sponsored one of my blog posts. When you choose to pay and boost a post via any social network, the impressions generated from that “sponsored” ad are many. It could be as high as 4 times the normal page visits. Overall, the website traffic is much more than any organic views you will get on your post.
However, you have to weigh the pros and cons here.
The negative thing about “sponsoring” posts is that you risk reducing your credibility/impression even among your organic readers.
A recent survey of 325 US residents found that 74% of the general public trusts educational content from businesses on a particular topic. But “even signing off an otherwise objective blog post or newsletter with a product pitch will bring the content’s credibility level down by 29%,” reports Kentico
If you are not earning enough from the increased traffic generated than the amount you spend on sponsoring that ad, then overall it generates a loss. Even if you are earning a profit, the people you are attracting might not be permanent. The traffic generated could be a fleeting audience, comprising of people who are just curious and might not return.
Sometimes, innovative posts have the ability to generate traffic that match a sponsored article. The key here is to be authentic and post articles that are relevant, useful, inspiring and entertaining!
As a special case, sponsoring posts work very well when you are running a promotion or a discount that has limited time availability and the sponsoring time matches the time limitation of the promo. The increased traffic will certainly give a boost to your promotion and make it worth it.
Concluding, in my opinion, it is far better to use and invest in search engine optimization (SEO) techniques. That way your post/website pops up in front of those who are actively seeking that information!
Share this post via one of the social buttons below.