Storytelling is the most powerful way to put ideas into the world today’– Robert McAfee Brown. A mantra to swear by. With the pandemic resulting in an evolution of customer needs, it is imperative to focus all our storytelling efforts on boosting brand stickiness. To achieve the same, it is important to include both organic […]
Storytelling is the most powerful way to put ideas into the world today’– Robert McAfee Brown. A mantra to swear by.
With the pandemic resulting in an evolution of customer needs, it is imperative to focus all our storytelling efforts on boosting brand stickiness. To achieve the same, it is important to include both organic (earned media) and inorganic (paid media) initiatives in marketing campaigns. A fair mix of both ensures sufficient visibility and awareness in relevant channels.
Earned media outreach (non-paid PR route), being the more popular of the two helps in bringing credibility for the brand. However, it also gives away control of the final output to the publication involved. On the other hand, a paid media format gives a more controlled push to messaging in our publications of choice.
To understand the format better, let’s take a deep dive and evaluate the value that we can create with sharply targeted efforts.
Paid placements of articles in pre-decided media channels are defined as paid media outreach. It essentially defined advertising in previous times. However, now with marketing becoming a fair mix of editorial and advertising, the term also includes advertorials, paid newswire press release dissemination (such as PR newswire and Business wire), branded and promotional content.
Controlled messaging, content, size, and placement are some of the reasons why brands invest in paid media formats. It also helps them plan their reach, frequency of communications and target the right set of audiences.
All brands can and must indulge in paid media routes as part of marketing. It helps them drive traffic to their site and keeps the momentum going in case there is a lull in earned media coverage. A good example is right now when journalists are busy reporting on Covid and all Covid initiatives, it is not an ideal time to reach out to them with your brand’s promotional content. However, that would also mean waiting for two-three months before you reach out to your audience again. This gap can be addressed by filling it up with content partnership and paid efforts in relevant media outlets.
That is a good question. There can be multiple reasons to invest in paid formats.
Used judiciously and strategically, paid media activations have helped brands maximize their marketing budgets. It has also helped them earn the best results from the outreach. With organic content facing a dip, we are left with a dire need to keep innovating on our various channels of communication.
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