Do you want to generate “buzz” around a medtech tool or service? Getting a mention in the media is a great way to reach thousands of potential customers. But what’s the right approach?
Marketing and public relations (PR) people throw around a lot of overlapping and confusing terms: bylined articles, branded content, sponsored content, op-eds, thought leadership… the list goes on.
If you’re not fluent in the lingo (and few people are, even marketers), you might be asking, What the heck is all this stuff? I just want an article in XYZ dot com about my cool new thing. How do I do that?
First, I’ll clarify the jargon. Next, I’ll show you how to put it all together so you can get the best buzz for your budget.
What’s the Difference Between Earned Media and Paid Media?
Media coverage—articles about you and/or your company in trade and consumer publications—falls into two buckets: earned and paid media. Paid media refers to content you pay for. That includes ads, advertorials (ads with a lot of words), and sponsored content.
Sponsored content—aka promoted content, brand journalism, and branded content—is a type of paid media. It refers to articles that you pay to get placed in a chosen publication. Sponsored content is overseen by a publication’s marketing department, not editorial.
When you pay a publication to run sponsored content, the publication usually agrees to promote that story in its newsletters, social media, and/or other channels. It may also guarantee a certain number of leads from a piece of sponsored content.
Sponsored content is a good investment when the publication targets your audience (eg, a medical device trade for a medical device CRO), when it has a great reputation and strong readership. It gives you 100% certainty that your product/service will be promoted in the media. It also gives you control over the content; however, you still must follow the publication’s sponsored content guidelines.
Sponsored content must be objective and vendor neutral. For example, the medical device CRO could run a piece of sponsored content about clinical study design, but it couldn’t discuss its specific clinical study design services and why they’re great.
Earned media refers to content that you don’t pay for. You earn it. The editors of a publication decide to include your product, service, or subject matter expert in their content. Staff or freelance journalists write these articles. They have 100% editorial control.
That means if a journalist contacts you to get information on your product/service/company for an article, they may or may not include it. They decide what is most relevant for their story. If they’re reviewing products, it’s also possible they will criticize aspects your product.
Press releases are one way to acquire earned media. Press releases usually announce newsworthy information: a product launch, new service line, an acquisition, a big leadership change. The editors who receive your press release decide whether it’s newsworthy enough to include in their publication.
Bylined articles are a type of earned media with some of the benefits of sponsored content. Bylined articles are written by the company and submitted to the media. “Byline” refers to the name of the person writing the article. In the case of a bylined article, it will be someone from your company.
If your company works with a PR firm, they will likely (hopefully) have a database of publications, submission guidelines, and contact information. If you’re not working with a PR firm or independent publicist, you’ll have to do the legwork yourself.
Here’s how it generally works: ABC Publication will have a link on their website that says “write for us.” When you click on that page, it will tell you the type of content they accept from subject matter experts. It will also tell you how to submit your story—some publications ask for the full, finished piece, others want to see a synopsis first. Follow the instructions.
If the publication accepts your article, you must submit the agreed-upon piece by the deadline given by the publication. No money exchanges hands in the world of bylined articles.
Bylined articles are a great way to build credibility and establish yourself as a thought leader and/or expert on a given topic. Like sponsored content, your article must be vendor neutral. In other words, talk about a trend or a problem/solution, don’t puff up your brand.
Why this Distinction Matters (Especially in MedTech)
Earned media, bylined articles, and sponsored content look a lot alike. They all have a beginning, middle, and end and they get your name and message out to your audience.
But under the hood, they serve different purposes:
- Earned media written by a journalist creates awareness, but they have full control of the message.
- Bylined articles build credibility, but the perspective must be clear and objective.
- Sponsored content guarantees visibility, and you have some leeway to promote your product/service, but readers will decide whether it’s worth their time. An on-point topic helps.
When you get readers’ attention, you need to hold it with a story that’s both compelling and accurate. Back up claims with evidence. Don’t mislead your readers with overstatements. And make sure you know who you’re speaking to because different audiences—clinical, commercial, technical—are evaluating what you say in different ways.
That’s where a lot of content falls short.
When to Use Each Approach
Each format works best in certain situations.
- Use earned media when you have actual news and you want broad awareness.
- Use bylined articles when leadership wants to voice a perspective on an industry trend and you want to build credibility.
- Use sponsored content when you want to support a campaign or product launch and you want visibility.
Ideally, all three content types work together as part of a cohesive communications strategy.
How to Write Your Sponsored Content and Bylined Articles
What do you do if you want your name in print, but don’t have the time or inclination to write?
You have a few options:
• Hire a PR/Communications firm. You will likely have to sign on to a minimum retainer agreement. Expect to pay anywhere from $3,000 to $10,000 per month and up. Some firms have staff who will write content for you. Will that writer have expertise in your niche? With a few exceptions, no or not much. If you go this route, ask about the firm’s experience in your industry and results they’ve obtained for their clients.
• Pay for sponsored content. Most of the time, media companies have their own pool of freelance writers that they draw from. You won’t have to write your content, but you will have an opportunity to review and make changes before it publishes.
Because the freelance writer is being contracted by the media company, you will not have a choice in who that person is. You will also have little direct contact with the writer. As with the PR firm situation, it’s wise to ask who will be writing your content. Make sure they have the industry experience and writing chops to do your story justice.
• Hire a ghostwriter. Rates vary based on experience, industry knowledge, and the value they bring as a partner. A versatile ghostwriter can write your press releases, bylined articles and (if needed) sponsored content. Unless you have an agreement to the contrary, they do not send out press releases or contact publications to propose bylined articles.
Ghostwriters don’t have huge media lists like a PR firm would, and don’t have established relationships with editors like a PR firm would. That means the legwork of getting your story to the media would be up to you.
A ghostwriter works for you, not the media. They will not have a byline (hence the word “ghost”).
• Cross your fingers. Submit a press release using a wire service like PR Newswire or Businesswire and hope editors will take it.
Earned and Paid Media Ethics
The lines between marketing, PR, and journalism are fuzzy. To pay the bills, journalists may also work as ghostwriters or content writers. When they put non the journalist hat, they get a byline. Otherwise, they don’t (or shouldn’t).
Publicists (from PR firms or independent PR people) pitch stories to the media on behalf of their clients. They should not write about their clients under their byline. That’s a conflict of interest because it compromises their ability to be objective.
A ghostwriter/content writer who creates content for your company cannot write about your company under their byline. That’s a conflict of interest for the same reason.
Bottom Line
Choosing between PR, bylined articles, and sponsored content is part of an integrated marketing strategy founded on strong messaging.
Each format amplifies whatever you give it—whether that’s a clear, differentiated position or something more generic. And in regulated markets led by individuals with strong technical and/or scientific backgrounds, that difference determines whether your content gets remembered.
If you’re working through the messaging, strategy, or execution (writing) pieces of this puzzle and need support, reach out to schedule a short intro call. Learn more about how I approach messaging and content strategy here, and content development here.
