Content and PR amplification: credible visibility, deliberately distributed
Content and PR amplification places a brand’s story in editorial environments and then makes sure the right audience sees it. It combines sponsored content, paid editorial placements and paid promotion of coverage.
The market in the United States
In the US, sponsored content must be clearly labelled, and the value comes from pairing credible publications with paid distribution to the right audience.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats and placements
Where this channel reaches audiences.
Sponsored articles
Brand content published and labelled as sponsored on news and trade sites.
Content distribution
Paid promotion of articles through native and recommendation units.
PR amplification
Extending the reach of announcements and earned coverage with paid media.
When to use it
Use it for launches, announcements, thought leadership and categories where authority influences the decision.
It supports consideration and reputation rather than immediate response.
How Vertoz executes
- Publication selection by audience
- Clear sponsored labelling
- Distribution to defined audiences
- Reuse of coverage in other channels
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Readers and time spent
- Reach among the target audience
- Referral traffic
- Lift in branded search
Industries that use this channel
More channels
Frequently asked questions
Is this the same as public relations?
No. Earned PR depends on editors choosing to cover a story. This channel is paid, and placements are labelled as sponsored.
Is sponsored content disclosed?
Yes. Paid editorial placements are labelled according to the publication’s and the market’s rules.
How does it differ from native advertising?
Native is the ad format. Here native units are one way of distributing a longer piece of content.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.