Sponsored content: when it makes sense for your media campaign (and when it doesn’t)

If you work in communications, you might already be familiar with the difference between earned media and sponsored content, and the role they play in PR and marketing campaigns.

Perhaps you’re engaging a PR agency to generate earned media coverage (written by journalists), you’re working with media to develop sponsored content (paid for by a brand), you’re buying advertising, or doing a mix of everything.

The reality is, New Zealand is a smaller market than our international neighbours. There is less media, and fewer ‘news holes’. Which means that the threshold for what constitutes newsworthy editorial coverage can be higher than in Australia, and there can be more of a ‘pay to play’ expectation when it comes to some content.

When considering earned media for a PR campaign, its helpful to understand what media are looking for in order to cover a story. NZ media typically consider the following when deciding whether something is ‘newsworthy’.

• Is it a new and original story? It might be a new product launch, a new initiative, a collaboration, thought leadership, or something else. It needs to be timely and relevant, and not already ‘old news’ when it reaches media. If it launched in Australia 6 months ago, has it already been widely syndicated in NZ? Are you offering them something first, and giving them ‘exclusive’ access to information via an embargo etc?

• Is there a strong local angle and relevance for NZ readers and audiences? This is important for international brands, to show the content is NZ specific and not just a global story with no relevance to the local market. Is there a local spokesperson, local data or local insight you can provide?

• Is there a public interest in the content? Is it genuinely newsworthy and useful, or is it mostly promotional? Media need to consider the quality of their editorial coverage and whether people will engage with it and continue to view their media site/ read their newspaper etc. They want their audiences to trust them, not view them as a sales platform for brands.

• Are you approaching other media and what is your timing? Media might negotiate an ‘exclusive’ and ask who else you are speaking with. They will want to know what date/ time other media might run the story.

If your PR story doesn’t really tick at least 3 of those boxes, you may want to consider a sponsored content offering. Sponsored content isn’t only for retailers or highly promotional content (Black Friday, Christmas etc). It can also be a good option for brand storytelling, more commercial stories, or for campaigns with a big educational component.

Sponsored content doesn’t mean replacing earned media - you can still work towards a PR campaign that combines both channels. But it helps to understand the role and value of each.

It’s not “earned versus paid”. It’s about choosing the right channel for the job - and building a campaign that’s realistic for the NZ media landscape.

When its time to consider sponsored content:

1. You need more control of the messaging
   Earned media often doesn’t allow for full brand sign off. Media determine what they will cover, and write the article from their perspective. They also don’t provide full access or a final draft before it is published. This is important to be aware of if you are briefing sensitive information, or a topic that could be misinterpreted. Sponsored content gives you more control over key messages, and you can approve the copy before it goes live.

2. You need guaranteed outputs
   Earned media isn’t guaranteed, even if you have a great story. Sponsored content guarantees the output, which can sometimes be necessary to achieve business objectives and ensure your campaign reaches the right audiences. There is also often more opportunity for negotiation and you might agree additional collateral as part of a package with a media outlet.

3. You want to reach a specific target audience
   If you have a specific (or niche) audience, there might be limited channels you can use to reach them. Some of those publications may have higher thresholds for earned media, and sponsored content might be necessary to ensure you get cut through and the key messaging is conveyed.

4. It’s a key sales period and ‘pay to play’
   Certain periods like Christmas, Mother’s day, Father’s day and Black Friday are increasingly ‘pay to play’ for retailers, with gifted content opportunities and packages shared with agencies/ brands months in advance. These periods are also increasingly busy and cluttered for brand content.

5. You want to invest in ongoing media relationships
   Media need advertising investment to thrive. Supporting media in this way can help to nurture and improve relationships. Different publications have different operating models - and some media will prioritise working with brands who support them with advertising spend.

Sponsored content works best when:

• It adds value to your PR strategy, not replaces it

• It is built around an audience value exchange, rather than just selling a product

• You treat media partners as collaborators, not just placements

If you are considering print, digital and/or social deliverables, Pead can help you navigate the sponsored content landscape.

Get in touch today to discuss.