One of the biggest questions that companies have to address when advertising their products, and even the brand itself, is whether to seek organic publicity or to put some money aside for paid content. This is not a simple question to answer, with several variables to take into account.
Firstly, it’s important to understand the difference between the two types of coverage. Paid content is content created by the company – or its public relations agency – that tells a little bit about a certain product or company executive, promoted by a vehicle in exchange for cash. Organic content is obtained without any money changing hands, often thanks to the work of an adviser or PR Agency.
Before opting for paid content, you should thoroughly study the appropriate media to disseminate what you want. Contrary to popular belief, sometimes a niche vehicle can have a more positive result than a Tier 1 media outlet, i.e. one of the most widely-read publications in the country. A vehicle focused on a particular subject will reach a greater number of readers who are interested in this subject. For example, if you want to buy a page in a magazine to talk about a new car, it is better to do so in an automotive publication rather than a general one, so the content won’t get lost among other, unrelated stories. In a focused vehicle, reader interest in a common topic increases the likelihood of your article being read.
However, it is important to remember that when a story is paid for – mainly in newspapers and magazines – it is nearly always flagged as such by the publication. This can sometimes cause the public to treat it as advertising, denting its credibility somewhat.
A 2017 Conversion survey of 707 Brazilians found that for 33.6% of respondents, organic content is more reliable, compared to 19% who said they are more inclined to trust paid content and find it more relevant. Despite this, around 71% of advertisers and brands have already used this type of content, according to statistics from the Clutch platform, while only 44% have already used a press release.
Unlike paid content where, in most cases, the client decides how the article will appear and what will be talked about, organic content relies more on behind-the-scenes journalistic work. This means that, having received your content and maybe even conducted an interview, the reporter is free to portray it in any way they feel fit. A brand may appear only in one sentence, or may even be represented in a negative light, should the journalist so decide.
Content of great importance, appearing within a magazine or newspaper of great relevance, is usually unpaid and depends on the hard work of one or more reporters.
In the end, it is important to weigh up what you want for the content you are promoting. Paid content allows you to “command” what will be written and passed on to the public, but there is always a risk that some readers will not fully trust what they read, and dismiss it as an advertisement.
This publication is part of our quick PR guide. Check out the blog or follow our Social Media channels (@sherlockcomms) to read more new content written by our team.
