{"id":504379,"date":"2021-07-09T14:23:35","date_gmt":"2021-07-09T12:23:35","guid":{"rendered":"https:\/\/businesstech.co.za\/news\/?p=504379"},"modified":"2021-07-09T14:23:35","modified_gmt":"2021-07-09T12:23:35","slug":"how-to-get-more-people-to-read-your-thought-leadership-articles","status":"publish","type":"post","link":"https:\/\/businesstech.co.za\/news\/industry-news\/504379\/how-to-get-more-people-to-read-your-thought-leadership-articles\/","title":{"rendered":"How to get more people to read your thought leadership articles"},"content":{"rendered":"<p>How do we get our thought leadership articles published?<\/p>\n<p>This is one of the most common questions the BusinessTech marketing team receives from South Africa businesses &#8211; both big and small.<\/p>\n<p>The answer is simple: use online content marketing.<\/p>\n<p>Content marketing products allow you to take the thought leadership articles written by your company&#8217;s executives and ensure they are read by the right audience.<\/p>\n<p>An excellent example of a content marketing product which lets you do this is a sponsored article.<\/p>\n<p>Sponsored articles are available from the country&#8217;s leading news websites, such as BusinessTech.<\/p>\n<p>Key attributes of a good sponsored article are:<\/p>\n<ul>\n<li>The article is published to the homepage of the news website.<\/li>\n<li>The article is posted to the news website&#8217;s Facebook, LinkedIn, and Twitter pages.<\/li>\n<li>Boosts are applied to the social media posts to allow for audience amplification.<\/li>\n<\/ul>\n<h3 class=\"my-4\">Why reading gives the best advertising ROI<\/h3>\n<p>The other huge advantage that content marketing offers is that it provides the best return on investment for your advertising spend.<\/p>\n<p>Nielsen\u2019s <a href=\"https:\/\/prc.za.com\/2018\/10\/1769\/\" target=\"_blank\" rel=\"noopener\"><strong>Media ROI report<\/strong><\/a> for South Africa states that reading consistently delivers &#8220;the greatest ROI for every R1 spent&#8221;.<\/p>\n<p>This report shows that a marketing investment is maximised when consumers read, absorb, and act upon brand information.<\/p>\n<p>This is complemented by the fact digital advertising provides superior return on your marketing spend when compared to print, TV, radio, cinema, and outdoor advertising.<\/p>\n<p>This is illustrated in the graphic below.<\/p>\n<p>To find out more about content marketing on BusinessTech, visit the <a href=\"https:\/\/businesstech.co.za\/news\/advertising\/\" target=\"_blank\" rel=\"noopener\"><strong>BusinessTech advertising page.<\/strong><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-445496\" src=\"https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI.png\" alt=\"Advertising ROI\" width=\"640\" height=\"336\" srcset=\"https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI.png 1520w, https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI-300x158.png 300w, https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI-1024x538.png 1024w, https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI-768x404.png 768w, https:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2020\/11\/Advertising-ROI-1200x631.png 1200w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do we get our thought leadership articles published? This is one of the most common questions the BusinessTech marketing team receives.<\/p>\n","protected":false},"author":57,"featured_media":504427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10459],"tags":[9982],"class_list":["post-504379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-businesstech"],"_links":{"self":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/504379","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/comments?post=504379"}],"version-history":[{"count":11,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/504379\/revisions"}],"predecessor-version":[{"id":504433,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/posts\/504379\/revisions\/504433"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media\/504427"}],"wp:attachment":[{"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/media?parent=504379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/categories?post=504379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businesstech.co.za\/news\/wp-json\/wp\/v2\/tags?post=504379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}