If you’re a new or even moderately experienced factoring broker using a WordPress-powered website, chances are you’ve already heard about the importance of blogging for generating traffic and establishing credibility. Many brokers are beginning to embrace this form of content marketing, learning to craft insightful posts that connect with small business owners, prospects, and referral sources. But there’s a major marketing element that often gets completely overlooked — sidebar marketing.
What Is Sidebar Marketing?
Sidebars are the vertical areas on either the left or right side of a blog post or web page, and they are prime real estate for generating leads. These spaces are perfect for adding attention-grabbing image widgets, download offers, forms, and calls-to-action (CTAs). Think of sidebars as mini-marketing billboards that complement the article content. Done right, they can double the lead generation potential of any blog post.
Unfortunately, many brokers fail to utilize sidebars effectively — or at all. They write decent posts and push them to social media, but they miss the opportunity to turn each article into a standalone lead generation campaign by simply activating the right sidebar content.
Why Sidebars Are So Effective
A well-designed sidebar accomplishes two vital objectives:
-
Captures Attention: Visitors often skim articles but scan sidebars for images or buttons that stand out. These can guide them toward resources like a free downloadable guide or a “Request a Free Quote” button.
-
Reinforces the Article Message: If you’re writing about factoring for construction companies, your sidebar should offer a downloadable case study or free whitepaper on how factoring helped a subcontractor scale up. This contextual reinforcement increases engagement and conversions.
Powerful Sidebar Widgets That Drive Leads
Factoring brokers can dramatically improve their lead-gen performance by inserting simple but highly effective sidebar widgets. Here are just a few ideas that should be standard in your sidebar marketing toolkit:
-
Free Factoring Booklets or Brochures: Offer a downloadable PDF such as “How to Get Paid Faster as a Subcontractor” or “Your Guide to Spot Factoring.”
-
Pertinent Case Studies: Create or link to a case study relevant to the article’s industry focus, complete with a CTA button to “Get Your Copy.”
-
Lead Forms: Use a plugin like WPForms or Gravity Forms to add a quick “Request More Info” or “Free Quote” form right on the sidebar.
-
Webinar or Invitation Offers: Promote a free Zoom presentation or local meet-up using a “You’re Invited” image widget linking to your Invitation Page.
-
Time-Sensitive Discounts: Use plugins to schedule limited-time sidebar banners for things like free consultations, reduced processing fees, or exclusive reports.
Customize Your Sidebars for Every Campaign
Here’s where WordPress truly shines: with plugins like Custom Sidebars, Content Aware Sidebars, or Elementor’s sidebar logic, you can assign unique sidebar content post by post or industry by industry.
That means every blog article you post on LinkedIn or Facebook can be a targeted campaign, complete with sidebar content tailored for that article’s subject. For example:
-
A blog post titled “Factoring for Security Guard Firms” could feature a sidebar with:
-
A free PDF download titled “The Payroll Problem: How Factoring Solves It”
-
A “Request a Free Quote” button
-
A testimonial from a similar client
-
A badge showing IACFB certification
-
Now you’ve gone from merely posting content to executing a true niche-targeted campaign — all with just one article and a few clicks.
Top WordPress Plugins for Sidebar Marketing
To implement effective sidebar marketing, here are the top plugins we recommend for brokers using PAL WordPress websites or any custom theme:
| Plugin Name | Functionality |
|---|---|
| Custom Sidebars | Create and assign unique sidebars to specific blog posts or pages |
| Content Aware Sidebars | Advanced control of widgets based on content type, category, or user behavior |
| Elementor Pro | Drag-and-drop sidebar customization with conditional visibility rules |
| WPForms Lite / Pro | Easily embed lead capture forms in sidebars with smart field logic |
| Ad Inserter | Add image banners, CTA ads, or rotating content in sidebars dynamically |
| Widget Options | Add visibility control and styling to default sidebar widgets |
| PDF Embedder | Let visitors view or download PDF offers without leaving the post |
These tools allow you to turn your blog into a true marketing funnel, where each piece of content can be configured to speak to a specific audience with unique sidebar elements.
Turn Your Website Into a Marketing Machine
At IACFB, we teach brokers that your website is not a digital brochure — it’s a lead generation platform. Sidebars are one of the easiest and most underutilized tools for converting casual readers into leads. With the right layout and plugins, your site becomes more than informative — it becomes persuasive.
If you’re already taking the time to write a blog post or campaign article each week, why waste that effort by ignoring the sidebar?
Learning how to use sidebar marketing is part of mastering digital presentation. Whether you’re running a PAL Professional website or a custom WordPress build, it’s time to start treating your articles as active lead-generation machines — not just informative posts. With a bit of sidebar strategy, every article becomes a silent salesperson.
If you haven’t explored sidebar marketing yet, make it a 30-day goal. Learn to install the plugins, test out image widgets, and create downloadable PDFs that attract your niche. Your blog is already a goldmine — sidebar marketing is the shovel.