Last week, I had the pleasure of co-hosting a webinar on sponsored content with Michael Smart, a media relations pro that spends his days training and coaching teams and individuals to earn more media placements and improve their writing.
First, I have to say I’m an all-in Michael Smart PR fangirl. I attended his bootcamp in Washington, D.C, back in 2015 and have been a member of the Inner Circle for several years. I could write a separate blog post on all the media relations tips I’ve learned — and used successfully — from his webinars, but I’ll save that for another day. The fact that he called me to co-host a training was very cool.
I’ve been writing sponsored content for USA Today since 2016 and have had to explain what it is countless times to people I interview, friends, family, etc. Put simply, sponsored content is the same type of placements we’d secure through traditional, earned media relations, except that it’s paid — and usually has some type of disclaimer saying so. I’ve written about the Olympic equestrian competition, people who are fighting stage 4 cancer, why people avoid getting screened for colon cancer, ways to fit healthy habits into your busy lifestyle, and more. But they’ve all been pay-to-play by the brand placing the content.
Because I’m not able to share a link to the webinar here (it’s for Inner Circle eyes only), I’ll share some of the questions we addressed to help you gain a better understanding of what sponsored content is and if it’s for you.
Is sponsored content like an advertorial?
Kind of, but while advertorials typically look like an advertisement, sponsored content is much less obvious that it’s paid and can be in many forms ranging from an article or video to a quiz. It looks like editorial and reads like editorial. It’s typically written or produced by a journalist, so it’s more interesting and engaging versus the usual marketing-speak you’re used to seeing in an ad. Sometimes the brand is only mentioned as part of a broader trend story. Other times, it’s all about that one client, but written in a way that isn’t as salesy.
That’s sneaky.
It is. During the webinar, I shared my feelings on this as both a freelance writer and a PR rep. From a journalist perspective, I think sponsored content is in a way misleading readers into thinking it’s editorial, even though most stories clearly state it’s sponsored and that the editorial team was not involved in the creation of the content. However, it’s a revenue generator, and if it’s keeping our newspapers alive and thriving in a way that isn’t hurting anyone, I’m happy to support it.
On the flip side, as a PR rep, I love sponsored content. While it’s expensive, it gives brands a way to reach an audience they wouldn’t otherwise have access to without a paid strategy.
OK, so how much does it cost?
Are you sitting down? I researched a handful of rates in preparation for the webinar and they ranged from $6,500 for an industry trade to a $150,000 minimum investment for a national daily newspaper.
And brands are cool with paying that?
Obviously, because it’s happening and the industry is increasingly shifting toward more paid content. But it’s only because these brands and their PR teams understand that sponsored content is not a fallback for not being able to secure earned (free) coverage. For many, it’s an integral part of their broader communications strategy.
How do I position this with a client?
Carefully. 🙂 And only after you’ve done the research and vetted the opportunity to make sure it’s the right publication for your message and the audience you want to reach. As many of us know, clients don’t hand over incremental dollars easily. I recommend explaining to the client what sponsored content is, why you recommend moving forward with this particular opportunity, what they’ll get (e.g. article, social media promotion, e-newsletter inclusion), and then share how much it will cost. And if it’s not in the PR budget, suggest they consider taking it out of the advertising/marketing budget. At the end of the day, sponsored content is advertising.
