Publishing promotional content and editorial through media outlets is one of the oldest forms of marketing – especially advertising in the newspaper. Physical print publications are not as popular as before, but successful ones have experienced digital transformation. That means an editorial in the local paper can run on websites, social media, and other channels.
There are two primary forms of promotional content regarding published articles are earned editorial and sponsored editorial.
What is earned editorial?
Earned editorial content is something a business can earn, not pay for. How do you earn it? You can do something noteworthy (and newsworthy), share engaging information, or provide value to a publication’s readers in another way.
With earned editorial content, a media organization chooses to run a story your company is involved in rather than being paid to do so. So it’s free promotion for you, but you’ll still need to work to earn it.
For example, you must alert the media of your story or information. To do so, you can write and send a press release to the local newspapers, radio, and television stations. Unfortunately, there’s no guarantee that the organization will decide to run your editorial. That’s why it is essential that your press release is top-notch and your editorial offers relevant and significant value.
Pros and cons of earned editorial
If your company has valuable information to provide or is impacting your community, earned editorial content is a fantastic way to get the word out. Plus, earned editorials tend to feel more authentic than paid promotional content.
However, there are potential drawbacks to earned editorial promotions. As we said, you are not guaranteed an editorial spot simply because you submit a press release. Additionally, there is no required promotion beyond the actual editorial. The media outlet does not have to run an ad campaign and can choose how much (or how little) your editorial appears on their social media channels, email newsletters, or elsewhere.
Help getting published
Circlewood Creative provides professional press release and editorial writing services. We help you earn editorial or an interview with local media outlets by sending press release campaigns to our Edmonton media contact list.
What is sponsored editorial?
Unlike earned editorial content, sponsored content is marketing that you pay for. Instead of hoping that a media outlet decides to feature your editorial, you pay for a guaranteed spot. This content may be overtly advertorial, or you can disguise it as a regular news story.
Pros and cons of earned editorial
Sponsored content offers two main advantages over editorial content. For instance, you will get guaranteed coverage. You also control how your piece is written and presented and where it gets published.
Additionally, sponsored content comes with other marketing options. For example, the media organization might include an ad campaign to promote your content online. Your editorial could run in print and online and get posted and promoted across social media and other online channels.
This coverage comes at a price but could increase viewership and engagement. Working to get earned editorial might be the most effective approach for companies with a smaller marketing budget.
Circlewood Creative also offers sponsored content writing services. Typically, media outlets hire us to create a sponsored editorial for their clients.
