At the Bedford Independent, we connect businesses with their audience in a way that builds trust, drives engagement, and gets results.
That’s why advertorials, paid-for articles written in a journalistic style, have become an increasingly popular way for businesses to raise awareness, attract customers, and boost their website’s visibility.
Advertorials tell a story, offering value to readers while seamlessly promoting your brand. They feel informative rather than sales-driven, making them a powerful way to showcase your business to potential customers.
As Forbes Agency Council recently put it: “Advertorials draw readers in with engaging narratives that feel informative rather than promotional, making them an effective tool for businesses looking to build trust and connect with audiences in an authentic way.”
Here’s why so many businesses are using advertorials to get noticed.
They boost your SEO and online visibility
A well-placed advertorial doesn’t just attract readers – it improves your Google ranking too. When a trusted news website like the Bedford Independent links to your business, search engines take notice.
Backlinks from respected sites signal to Google that your website is credible, helping it rank higher in search results. That’s why brands that invest in content marketing generate 55 per cent more traffic than those that don’t, as reported by DemandMetric.
They build trust and credibility
ReReaders trust independent news sites for reliable and engaging content. While banner ads are a great way to increase brand awareness and visibility, advertorials take it a step further by offering valuable information in a format that feels more natural and engaging.
An advertorial allows businesses to share insights, tell stories, and educate potential customers, helping to build trust while subtly promoting their products or services.
Take Woodfines Solicitors, for example. Their monthly legal advice column on Bedford Independent isn’t just an ad—it’s a valuable resource that positions them as Bedford’s go-to legal experts. By sharing genuinely useful insights, they build credibility and stay top of mind when readers need legal help.
They’re more cost-effective than traditional advertising
Advertising in print or national media can be expensive, often costing thousands for a single day’s exposure.
However, an online advertorial is a more affordable investment that stays online indefinitely, continuing to drive traffic long after publication. There’s no daily budget, no expiry date – just long-term visibility.
They drive traffic straight to your website
Unlike traditional print formats, online advertorials allow you to include direct links to your website, product pages, or booking system, helping convert interested readers into customers.
Bedford Blues RFU recently used this to their advantage.
They used an advertorial to highlight why their venue was the best place to watch the Six Nations, drawing in rugby fans looking for a great matchday experience. The result was more engagement, awareness, and footfall.
They tell a story that supports all your marketing
People don’t just buy products – they buy stories, experiences, and solutions.
That’s why Brewpoint Brewery turned their recruitment advert into an engaging feature about what it’s like to work at Brewpoint. Instead of a standard job listing, they painted a picture of their company culture, attracting applicants who resonated with their brand.
Advertorials allow businesses to showcase personality, highlight success stories, and connect with readers on a much deeper level.
Get your business featured on Bedford’s most-read news site
With a monthly average of 130,00 unique readers, the Bedford Independent is Bedford Borough’s most popular newspaper, and we can put your business in front of our engaged local audience with multiple options to enhance your brand at a budget that suits your business.
Because our team lives and breathes Bedford, we know exactly what our readers are looking for and how to position your brand for maximum impact.
Want to get your business featured? Email ads@BedfordIndependent.co.uk to find out more.
