Demand for paid media stories intensifies

While earned media remains publicity’s gold standard, there are times when getting your story out fast (or first) and to the broadest possible audience, takes priority. We recognize that using paid media stories can be the right marketing strategy in certain scenarios, which is why Media Relations Agency offers a number of paid storytelling options.

What is paid content and what are its key advantages?  

I’m not talking about wire services. Simply put, paid content is when companies pay to place their content on platforms outside of their owned properties. These stories often closely resemble the content on the platform on which they are published, in both style and tone. You might be most familiar with this concept as advertorials, featured content, sponsored content and native advertising. 

There are some obvious advantages. Paid content gives you a greater and guaranteed online presence on major news outlets and social media platforms. While the exact number of pickups will vary, your story may be published by as many as 2,000 digital media outlets, with the potential of reaching audiences in the hundreds of millions. 

These placements give you the opportunity to tell a more complete story than paid digital advertising. Plus they are carefully targeted to grab and hold consumers’ attention.

Each paid storytelling plan is customized according to our clients’ needs and budgets 

We aren’t a one-size-fits-all agency. We apply our Strategically Aimed Marketing process to help clients determine what will work best for their specific needs, budgets and timelines. The different paid storytelling formats Media Relations Agency is managing for our clients include branded, consumer-facing articles; listicles; infographics and videos. 

We are currently seeing the greatest demand for: 

  • Sponsored content. Articles that resemble media placements and reside on a publisher’s website. This is often how companies are getting mentioned on websites owned by such prestigious publications as Forbes and USA Today. 
  • Native advertising. The attention-grabbing headline and accompanying description direct audiences to content on our client’s website, Amazon page or a chosen third-party site. Check out the far right column of for examples. 
  • Media outlets’ social media feeds. These come with guaranteed engagement. Depending on the publication, these may link to the sponsored content on the publisher’s website or another website.
  • Amplification. Media Relations Agency’s team magnifies the impact of the paid content through our clients’ owned platforms: social media, blogs, emails, website and other promotional channels. 

Call us at 952-697-5269 or use this form to explore your paid content options and discuss what the budget parameters might look like.

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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