Total Addressable Market (TAM): What It Is & How You Can Calculate It

Whether you want to start a new company or forecast realistic revenue growth, measuring your total addressable market is a crucial first step.

In order to understand how much of the market you can secure — and how much revenue your business can generate — you’ll need the right formula.

In this post, you’ll learn what total addressable market is and the best way to calculate it.

Table of Contents

What is a Total Addressable Market?
How to Calculate Total Addressable Market

Unless they’re a monopoly, most companies can’t capture the total addressable market for their product or service. Even if a company just has one competitor, it would still be extremely difficult for them to convince an entire market to only buy its product or service.

That’s why most companies also use other metrics to analyze the market.

Companies can measure their serviceable available market (SAM) to determine how many customers they can realistically reach. Additionally, they gauge their share of market (SOM) to understand the size of their actual target market.

However, TAM is still useful. Businesses can use a total addressable market analysis to objectively estimate a specific market’s potential for growth.

How to Calculate TAM

There are three ways to calculate your business’ total addressable market.

1. Top-down

The top-down approach uses industry data, market reports, and research studies to identify the TAM. In this approach, you might use industry data from Gartner or Forrester to identify which subsections of your industry align with your goals and offerings.

However, there are limitations here. Data generated by industry groups may not always be kept up-to-date and may not reflect niche elements of your market.

You may want to hire a market research consulting firm to conduct fresh research that is focused on your market.

2. Bottom-up

The bottom-up approach to TAM calculation is based on previous sales and pricing data.

First, multiply your average sales price by your number of current customers. This will yield your annual contract value.

Then, multiply your ACV by the total number of customers. This will yield your total addressable market. Let’s see what this looks like in an example.

Say you sell scuba fins to dive shops in the state of California.

You might sell an average of 60 pairs of fins, at $35/pair, to dive shops in California.

60 multiplied by $35 equals an ACV of $2,100. Then, you’d multiply your ACV ($2,100) by the total number of dive shops in California (125) for a total addressable market of $262,500.

3. Value-theory

The value-theory approach is based on how much value consumers receive from your product or service and how much they’re willing to pay in the future for that product or service.

To return to our scuba example, let’s say you manufacture a type of fin that’s lighter than your competitors. You’d identify your value theory by estimating how much dive shops would be willing to pay to carry your superior product.

If normal fins are being sold at $35 a pair, would dive shops pay $40 or even $45 for a pair of your ultra-lightweight fins?

After you calculate your total addressable market, it’s time to determine whether it’s worth entering the industry or not.

An industry with a market size ranging from $30 million to $200 million per year might be worth entering. However, if the industry’s market size is under $5 million per year or over $1 billion per year, it’s probably not.

In both situations, it’d be challenging to persuade investors to back your company. An industry with a market size of $5 million per year would likely be too niche and an industry with a market size over $1 billion would likely be too saturated.

Know Your TAM Before You Take Action

Starting a business or projecting next year’s revenue growth is always thrilling. But if you want to follow a realistic path toward success, you need to first understand what’s actually possible in the market.

Let your total addressable market be your North Star and guide you through a journey that’s rooted in reality, not hype.

Editor’s Note: This post was originally published in Nov. 2020 and has been updated for comprehensiveness. 

The Four Types of Research Design — Everything You Need to Know

When you conduct research, you need to have a clear idea of what you want to achieve and how to accomplish it. A good research design enables you to collect accurate and reliable data to draw valid conclusions.

In this blog post, we’ll outline the key features of the four common types of research design with real-life examples from UnderArmor, Carmex, and more. Then, you can easily choose the right approach for your project.

Table of Contents

What is research design?
The Four Types of Research Design
Research Design Examples

Research design involves choosing the right methodology, selecting the most appropriate data collection methods, and devising a plan (or framework) for analyzing the data. In short, a good research design helps us to structure our research.

Marketers use different types of research design when conducting research.

There are four common types of research design — descriptive, correlational, experimental, and diagnostic designs. Let’s take a look at each in more detail.

The Four Types of Research Design

Researchers use different designs to accomplish different research objectives. Here, we’ll discuss how to choose the right type, the benefits of each, and use cases.

Research can also be classified as quantitative or qualitative at a higher level. Some experiments exhibit both qualitative and quantitative characteristics.


An experimental design is used when the researcher wants to examine how variables interact with each other. The researcher manipulates one variable (the independent variable) and observes the effect on another variable (the dependent variable).

In other words, the researcher wants to test a causal relationship between two or more variables.

In marketing, an example of experimental research would be comparing the effects of a television commercial versus an online advertisement conducted in a controlled environment (e.g. a lab). The objective of the research is to test which advertisement gets more attention among people of different age groups, gender, etc.

Another example is a study of the effect of music on productivity. A researcher assigns participants to one of two groups — those who listen to music while working and those who don’t — and measure their productivity.

The main benefit of an experimental design is that it allows the researcher to draw causal relationships between variables.

One limitation: This research requires a great deal of control over the environment and participants, making it difficult to replicate in the real world. In addition, it’s quite costly.

Best for: Testing a cause-and-effect relationship (i.e., the effect of an independent variable on a dependent variable).


A correlational design examines the relationship between two or more variables without intervening in the process.

Correlational design allows the analyst to observe natural relationships between variables. This results in data being more reflective of real-world situations.

For example, marketers can use correlational design to examine the relationship between brand loyalty and customer satisfaction. In particular, the researcher would look for patterns or trends in the data to see if there is a relationship between these two entities.

Similarly, you can study the relationship between physical activity and mental health. The analyst here would ask participants to complete surveys about their physical activity levels and mental health status. Data would show how the two variables are related.

Best for: Understanding the extent to which two or more variables are associated with each other in the real world.


Descriptive research refers to a systematic process of observing and describing what a subject does without influencing them.

Methods include surveys, interviews, case studies, and observations. Descriptive research aims to gather an in-depth understanding of a phenomenon and answers when/what/where.

SaaS companies use descriptive design to understand how customers interact with specific features. Findings can be used to spot patterns and roadblocks.

For instance, product managers can use screen recordings by Hotjar to observe in-app user behavior. This way, the team can precisely understand what is happening at a certain stage of the user journey and act accordingly.

Brand24, a social listening tool, tripled its sign-up conversion rate from 2.56% to 7.42%, thanks to locating friction points in the sign-up form through screen recordings.

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Best for: Gathering unbiased data that reveals behaviors or recurring phenomena.


Diagnostic research determines the root cause of a problem and finds the most effective solution. It’s often used in marketing to identify areas of improvement or potential opportunities for growth.

The diagnostic research design consists of three steps:

Inception, which includes data collection and problem definition.
Diagnostics, which comprises data analysis, hypothesis testing, and setting objectives.
Solutions, which define the best possible solution.

In product teams, a diagnostic design would involve analyzing customer feedback and reviews to identify areas where a company can improve. This would help identify where a product offering needs to change — pricing, missing features, customer service, etc.

Diagnostic research provides an accurate diagnosis of a problem and identifies areas of improvement.

Best for: Understanding the underlying causes of a problem and how to address it.

Research Design Examples

Let’s explore how leading brands employ different types of research design. In most cases, companies combine several methods to reach a comprehensive overview of a problem and find a solution.


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UnderArmour doubled its market share among running shoes by referring to diagnostic and descriptive research.

The team aimed to design a breakthrough product by constantly improving their shoes in response to athletes’ real-time feedback. To do so, the company shipped free shoes to over 10,000 athletes. Using Qualtrics, the company surveyed participants for their feedback.

Then, with all of the insights gathered, the team iterated their design. Thus, the UA HOVR™ cushioned running shoe was born.

The resulting product received a 2019 Runner’s World Recommendation Award.

Pro tip: Use descriptive research design to tailor your product to the customers’ needs by observing their natural behavior and addressing the feedback.


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Carmex Labs worked with research company MRR to measure customers’ reactions to the lip-care company’s packaging and product. The goal was to find the cause of low sales in a newly launched market.

The team moderated a live, online focus group. Participants were shown w product samples, while AI and NLP natural language processing identified key themes in customer feedback.

This helped uncover key reasons for poor performance and guided changes in packaging.


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A beauty brand Tweezerman turned to descriptive research design to track its brand health and validate product ideas.

Tweezerman utilized SurveyMonkey Audience to collect quantitative consumer feedback and inform its global business strategy. This approach helped Tweezerland validate 10 out of 50 products and get an in-depth understanding of their audience.

Remember: To conduct market research, all you need is to launch a simple survey with the right targeting.

Getting Started with Research Design

Research design is your blueprint to answer questions through collecting data. When done right, it gives granular information on an issue and informs business decisions.

To start, map out your questions, define your problem, and think of what data you want to receive as a result. Then, choose the right research design method.

Now you’re all set!

12 Resources for LGBTQ Entrepreneurs

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.

The LGBTQ community is small but mighty, contributing trillions of dollars and thousands of jobs to the economy each year.

Despite this, LGBTQ individuals still face marginalization. The community continues to fight against historic and current systematic discrimination, which can present barriers to achieving equity and equality — even when trying to start or grow a business.

While progress is slow and not always linear, the good news is there are many resources intended to help give LGBTQ entrepreneurs a leg up. We’ve assembled a list of some of the best out there, which can help LGBTQ business owners thrive through peer networking, educational and leadership training, mentorship, and funding opportunities.

Resources for LGBTQ+ Entrepreneurs

1. NLGCC (National LGBT Chamber of Commerce)

The NLGCC, the National LGBT Chamber of Commerce, offers the only third-party certification for LGBTQ+ businesses in the U.S. If you complete their program and become a Certified LGBT Business Enterprise®, it opens the door to a new world of sales, networking, and educational opportunities.

Government bodies, and many corporations, have supplier diversity requirements — and obtaining a certification like this can put you in the procurement pipeline. The organization also offers many educational and networking opportunities, events, and resources.

2. StartOut

This nonprofit exists to support LGBTQ+ entrepreneurs and help them accelerate growth.

Resources include events, mentorship matching, a startup accelerator (StartOut Growth Lab), and even access to business capital. StartOut has several chapters throughout the U.S. with member networks and events, though if there isn’t one near you, the organization offers online events.  

3. Out Professionals

This organization is somewhat similar to StartOut, though it’s more of a business network for all LGBTQ+ professionals, not just entrepreneurs.

Out Professionals has a membership program with chapters across the country that hold networking events, and the organization is open to people starting chapters in areas without them. These can be ideal places for LGBTQ+ entrepreneurs to connect with potential clients or partners. Members can also be included in an online directory and attend educational webinars.

4. Gaingels

Finding capital to launch or grow a business is hard for any entrepreneur, but it can be especially difficult for those in marginalized or under-resourced communities.

Gaingels was formed in 2014 as an angel investing group that focuses on helping LGBTQ entrepreneurs access capital, and it’s an excellent resource for startups seeking funding. Another firm to consider is Pipeline Angels, which creates capital for entrepreneurs who identify as cis or trans women, non-binary, two-spirit, agender, or gender non-conforming.  

5. Out & Equal

While Out & Equal mainly focuses on supporting diversity and equality at large businesses, it also offers fellowships and career development training programs for LGBTQ+ leaders.

The organization also provides training on LGBTQ inclusion in the workplace, and its annual World Summit brings together business leaders to share best practices. They also offer a variety of online community engagement groups for those who want to connect with like-minded LGBTQ people (some current ones include bi+, LGBTQ+ people of color, and transgender & nonbinary people).

6. Lesbians Who Tech & Allies

Once geared toward lesbians, this group is now more broadly open to anyone in the tech industry who identifies as an LGBTQ+ woman, non-binary, trans, or an ally.

Lesbians Who Tech focuses on getting more women, people of color, and queer and trans people in technology. The organization also works to create visibility, foster community, and provide career and educational opportunities, such as coding scholarships. Their annual summit is an incredible opportunity for LGBTQ entrepreneurs to learn and network.

7. Out Leadership

This organization advocates for LGBTQ+ equality in the workplace. In addition to educating companies on how to be more inclusive, Out Leadership offers a global business network and programs for LGBTQ+ leadership. Entrepreneurs who want to hone their craft can apply for OutNEXT, a development program for emerging LGBTQ leaders, or OutWOMEN, for connecting LGBTQ+ women in business.

8. SBA Resource Partners

The U.S. Small Business Administration (the SBA) offers loads of free resources, including several partner organizations that support entrepreneurs. These aren’t specifically for LGBTQ+ individuals, but the SBA has been vocally affirming and supportive.

One resource funded by the SBA is its Small Business Development Centers, which are located nationwide and provide free business consulting, training, and support. Another SBA-supported resource is SCORE, which matches entrepreneurs with free business mentors who can help you start, grow or transition a business.

9. Your Local LGBT Chamber of Commerce

The NLGCC is the only national LGBTQ chamber of commerce, but its affiliate network contains city, state, and regional LGBTQ chambers across the U.S. Review their list of affiliate chambers to see if there are any near you.

These organizations are networks of LGBTQ-owned and allied businesses and entrepreneurs, and becoming a member plugs you into a network of peers. Members are also included in directories, which helps with marketing and signals that you’re in, or supportive of, the community. Local chambers usually also host many networking, social and educational events for members.

10. Out in Tech

Out in Tech is available to a broad audience of LGBTQ people working in technology, and its 40,000 members are tech leaders across the U.S. The organization has 32 chapters worldwide, featuring networking, education, social events, and a leadership training institute. Out in Tech also provides volunteer opportunities, such as the Digital Corps, which helps build websites for LGBTQ+ organizations and activists.  

11. Reaching Out

Reaching Out was created to connect LGBTQ+ business school students with communities of alumni. It has several conferences, including Out Women in Business, that brings together LGBTQ+ women in the business community.

LGBTQ entrepreneurs with MBAs can join this nonprofit and participate in year-long programming that helps build a network of MBA students, alumni, and corporate partners.

12. Stanford Executive Leadership Program

If you want to uplevel your leadership, consider signing up for this week-long program hosted by Stanford’s business school. Hosted in person in California for a week in June 2023, participants learn how to excel as an LGBTQ+ business leader, improve interpersonal and communication skills, and build a strong peer network. The program is unique in that it teaches attendees how their LGBTQ+ identity is a strength to leverage in the business realm.

You’re Never Alone

While these are some of the top resources for LGBTQ+ entrepreneurs, it’s far from an exhaustive list. There are many more at the local level and in specific industries. LGBTQ people often experience isolation and discrimination, but know that our community is full of fellow entrepreneurs you can connect with and committed angel investors, nonprofits, and government partners eager to support you.

What is an Advertorial? 8 Examples to Help You Write One

Have you ever read a post that you knew was an advertisement, but it was so interesting that you felt delighted anyway? Chances are that particular piece of content was an advertorial. In this article, we’re going to define what an advertorial is and how it can be an excellent marketing choice for you and your team.

What is an advertorial?

Benefits of Advertorial Marketing

Advertorial vs. Editorial

How to Write an Advertorial

Advertorial Examples

A good advertorial doesn’t clearly state that an advertiser made the post in the copy, but it also doesn’t hide that fact. An advertorial should provide the same high-quality content as a blog post or video but give a spotlight to the product being advertised.

For example, let’s say I’m on the marketing team for a company that offers social media services, and I’m in charge of writing an advertorial. I might write a listicle that talks about the top social media tools in the marketing industry and include my company’s software somewhere in the list.

This approach accomplishes promoting my company’s services but also provides valuable information to readers about other tools, like an editorial piece. Advertorials can be used as a valuable marketing technique for visibility and conversion, so let’s explore that next.

Benefits of Advertorial Marketing

In an advertorial, you’re using a marketing technique that’s often used for brand exposure, conversion, and lead generation. Here’s how:

1. You can convert leads.

If you have blog post ideas relating to your industry, consider sourcing out a publication interested in advertorials for your industry. For instance, if you run an eCommerce technology business, you’ll want to consider a publication like TechCrunch, which specializes in all things technology and commerce.

Your advertorial would be shown to audiences that are the most interested in your industry, so you can increase exposure to the right people. This method can convert quite a few leads.

2. Advertorials build brand awareness.

An advertorial can be an excellent investment if you want to build brand awareness with paid ads but are looking to advance your efforts past social media or TV ads. An advertorial post, unlike ads, is paid for less often but has the potential to be found by readers long after the publish date.

If you pay for an advertorial, you won’t have to keep paying to boost its visibility, like you would with other ads. Instead, you can earn organic traffic continuously with an advertorial post.

3. Retarget your existing customers.

When an advertorial is posted, how can you fit it into your content plan to provide value to your existing customers?

If your advertorial is a filmed interview with an industry thought leader, and your customers respond really well to video. You can post the advertorial on your social media accounts and boost the fact that you partnered with a publication to bring a new video to your audience.

Similarly, you can embed the advertorial into your email list. Your email subscribers are likely devoted customers, so sharing the post with that audience is most likely going to earn you some traffic.

Encouraging your customers to share the post on social media and tag your company is a great way to increase brand awareness online, promote your advertorial, and gain user-generated content from your audience. User-generated content is a fantastic content idea that gives a voice to satisfied customers to market your product from their point of view.

So, now you know the many ways an advertorial can benefit your brand. Now, let’s talk about writing an advertorial.

Advertorial vs. Editorial

Just like there are multiple ways to market products, there are multiple ways to create an advertorial. Ultimately, how you structure your advertorial is dependent on the brand voices of your company and the publication for which you’re writing.

If your brand voice is more formal, but you’re writing for a publication that uses a less-formal tone, blend the two harmoniously so your advertorial can speak to both audiences. (Alternatively, perhaps your target audience for this campaign supports a change of tone, which is 100% okay).

To make sure you write an effective advertorial that doesn’t sound too much like a blog post or too much like an ad, follow these tips:

1. Write for value, not to promote.

Your advertorial should include valuable copy. You don’t need to write a blatant ad for your product or company. Instead, advertorials should take the tone of a blog post.

Blog posts are meant to provide information that audiences can find value in. So, when you sit down to create the concept of your advertorial, think about how you can serve your target audience with educational content first.

Maybe your campaign goal is to increase the visibility of your new product. If that’s the case, think of writing a listicle that mentions competitive products and includes yours at the top. This provides valuable information to audiences you’re interested in, as well as the other way around.

2. Stick to what your title says.

When your advertorial pitch gets accepted by a publication, or after you’ve written a draft, read it for continuity: Does your advertorial accomplish what you said it would in the title?

For instance, if your post title is “Marketing Tips for a Team of One,” but you spend the advertorial talking about how wonderful your marketing agency is at building brand awareness, your post is going to sound more like a product page.

It’s important to align the information in your article with your title so readers know what they’re getting into. Additionally, you won’t lose credibility for false advertising, and you can be sure you’re serving your audience.

3. Solve for the customer.

Serving audiences should be one of your top priorities with an advertorial. Yes, advertorials help your company out, but ultimately, solving for the customer generates new ones.

Advertorials aren’t a chance for you to shout out how your company solves all of the challenges presented in your advertorial. Instead, this is a chance for you to reach a new audience with high-quality content.

If you want to place an ad for your company in tandem with an advertorial, discuss the possibility with the publisher. You may be able to purchase ad space that will separate the purposes of your content.

4. Inspire action.

Remember, your advertorial should still be some sort of an advertisement, and, with all ads, you should inspire action by the end of the post.

Instead of including a huge CTA button, weave action into the narrative of your advertorial. For example, if you are going to write one about your latest data report, include a link to read it or a screenshot of a compelling part of the report that links to the content offer for it.

Similarly, you can make an interactive advertorial, like a quiz, that tests your readers’ knowledge about the subject, then provide a resource where they can learn more about the subject by accessing one of your offers.

5. Avoid only talking about your company.

To ensure your advertorial doesn’t take the form of a long-form ad, avoid only talking about your company.

Even if your content includes a quiz, you can have a couple of the questions mention competitors and how they fit into the lives of your customers.

Similarly, if you’re writing a “How-to” guide, when you include your company as a resource, be sure to mention another option or two. To diversify your content, add value to the reader, and show your knowledge of the industry, mentioning other brands in the post is key.

6. Delight your readers with exceptional content.

An advertorial is a good chance to try something new to delight your customers — for instance, maybe include animations instead of photos, emojis instead of text, or even a different style of writing that’s different from your typical brand voice.

The chance to participate in something new will engage with those leads. If you’re writing for the needs of your audience, you want them to feel like their experience reading your advertorial was a delightful one.

You can also try out some new optimization techniques. You can create a content offer that’s specific to a campaign. You can experiment here and cater to new leads with your piece.

Now that you have some tips about how to create an advertorial, let’s go over some examples you can refer to if you get stuck writing, formatting, or finalizing your post.

Advertorial Examples

If you’re wondering about the effectiveness of your advertorial, we’re going check out these examples to get an idea of how to make one that’s stunning.

1. Adobe x New York Times

Adobe partnered with the New York Times to produce a paid post about virtual shopping. The advertorial provided insight into virtual shopping trends using statistics and in-depth research studies. Adobe used the advertorial to promote its brand while also giving valuable information readers can use when shopping online.

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2. Metro Parent x Alpine Academy

Metro Parent is an online community giving parenting advice, support, and stories on trending topics and issues. Alpine Academy wrote an article for Metro Parent explaining the benefits attending of attending the school. Thought the advertorial is clearly an ad for Alpine Academy it also provides helpful information about what children need in a healthy educational environment.

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3. Ikea x The Telegraph

Ikea advertises itself on The Telegraph website via a quiz that teaches readers how to have a sound sleep at night. To take the quiz, click here.

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4. Cole Haan x Forbes

Forbes runs a series on their website called BrandVoice, which is a series dedicated to expert advice from marketers. This BrandVoice in particular is an advertorial from footwear company, Cole Haan, about exploring creativity:

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At the top of this post is a banner ad for Cole Haan. Putting this ad at the top of the post, rather than the body, reinforces that the post is an advertisement, but doesn’t make the copy suffer for it.This advertorial supports balancing your mind, and moving productively inside your home. While the post itself doesn’t mention the words “Cole Haan,” or promote the company’s products, the content still relates to the concept of moving your feet, which aligns with what the company sells.

If you want your advertorial copy to be a little more low-key, but still include an advertisement for your post somewhere on the webpage, think about adding in a paid ad, similar to Cole Haan’s.

5. Sapphire x Thrillist

Sapphire is a credit card rewards card offered by Chase Bank. Cardholders can earn points and rewards based on how much they spend at restaurants using the card. This advertorial gives a spotlight to must-try restaurants, in efforts to get readers thinking about how to use the Sapphire card:

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This advertorial shows how a listicle doesn’t need to include your product to be successful. Instead, you can write about keywords that reflect your company or industry. As long as the advertorial supports your company in some way, it’s still effective.What’s great about this advertorial is that it takes an intriguing angle. Diving into restaurants that offer unique and futuristic food is an exciting topic. And, in keeping in line with Thrillist’s laid-back, friendly brand voice, the post’s language isn’t as formal.

6. Captain Morgan x BuzzFeed

Similar to the last example, this advertorial for Captain Morgan, an alcohol company, is a listicle from BuzzFeed Germany (Non-native speakers have the option to translate the page). What’s not similar to the last example is that this advertorial mentions the company and its products by name. Even so, this advertorial provides valuable information to the reader, so the advertorial is still effective.

The advertorial’s structure and copy make it an engaging, helpful read, even though it mentions the product more than once. It contains drink recipes that you can make at home, along with pictures to use as a guide:

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Recipes, along with guided pictures and ingredients, accomplishes two things. First, it gives plenty of ideas for fans of Captain Morgan, who may already have the products mentioned, but need inspiration for what to do with it. A simple Google query like “recipes with Captain Morgan” would bring the fan to this BuzzFeed advertorial.

This post can also catch the eyes of readers who want simple rum recipes to try out and need inspiration. It gives enough recipe variations to spark inspiration, and capitalizes on the seasonality, since this post went up during a summer month.

7. Love Beauty Planet x The New York Times

Sustainability is a big focus for beauty company, Love Beauty Planet. One of the company’s values is to produce their products ethically and with recycled materials to reduce their carbon footprint. This emphasis on going green is the focus for the company’s advertorial that was featured in The New York Times:

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Creating an advertorial that’s a little more interactive than a text-only blog post is a strategy you could use to make your advertorial more engaging. If your quiz is shorter, like Love Beauty Planet’s, you can provide valuable, actionable takeaways at the end, to keep your brand in the reader’s mind as they implement the tips. This editorial is an interactive one, which first quizzes the reader’s knowledge of recycling and reducing waste. After answering the five questions, the post shares small things readers can do to reduce their carbon footprint.

8. PwC and RYOT Studio x The Huffington Post

For this advertorial, two companies collaborated to make a paid post that mixed copy with video. PwC and RYOT Studio worked together to produce an entry in PwC’s new series for diversity and inclusion for CEOs. The company offers business solutions for customers, so the angle keeps consistent with PwC’s industry:

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What this advertorial does really well is provide readers with a video to go along with the blog post. The video presents the content really well, so those who don’t usually enjoy interacting with long-form content don’t have to read as much.

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If you have a video that tells the story of your company really well, and want to build some brand awareness, consider submitting it along with a couple of paragraphs of supporting copy for an advertorial. It can expose your company to a new audience, and be awesome for generating leads.

Now, you know how to spot an advertorial and even write one of your own. Advertorials can spice up your content marketing strategy and bring a community of new audience members to your brand, so make sure to put your best foot forward and good luck!