Sponsored content: Relevancy and brand trust are crucial

If you want people to pay attention to your sponsored content, you’d better be managing a reputable brand and able to spin a good yarn.

A recent Edelman study looked at the factors involved with getting people to consume your content. Relevancy was the top factor, with 90 percent saying that relevant sponsored content will spark their interest. Brand familiarity and trust also factored heavily, at 81 percent.

Sixty percent of online news visitors say they’re interested in checking out sponsored content that focuses on telling a story rather than selling a product.