The Evolution of PR Branded Content
A few weeks ago I wrote a blog post about the differences between the tools in the traditional PR toolkit and the resources we use today in the PR 2.0 toolkit. However, there was one tool that I completely overlooked. I’ve used this tool in the past. And, it’s definitely worth discussing how this tool has evolved over time to provide us with branded content and good PR results.
The tool that I inadvertently left out is the matte release. For those of you who don’t know about the matte release, it’s been around for quite some time. In its original form, the early matte release dates back to the 1950s. I was first introduced to matte releases by a company called NAPS, which mailed formatted articles on glossy paper to participating newspapers and the newspapers would choose among dozens of articles from that particular mailing.
The matte release is a formatted, consumer-related article that newspaper editors can use when they want additional content in their publication. I’ve used matte releases in the past to get a targeted type of story published in newspapers across the country. The concept behind the matte release is that you are able to draft the story for the publication and use your own content and information in a preformatted template. For a fee, the matte service would format the article and get it published in journals and newspapers, sharing your story with hundreds of thousands of people who met your audience demographics. The result was a lot of media coverage. Although I haven’t used a matte release in several years, it’s morphed from a traditional format into a more web friendly resource that offers great visual impact with branded content.
How has the matte release changed? Let me introduce you to a company that has done a very good job with its successful transformation. The company is ARAnet, which has been around since 1996. ARAnet has embraced changing technologies to provide its clients with distribution of customized content to print and online markets. Disclosure: I have no affiliation with ARAnet other than the company was introduced to me by friend and I feel that the work this organization has done in the area of the matte release places this tool back on the map!
I took a look at the history of the company to get a better picture how it gave the matte release a facelift over time. When ARAnet first started, it came out with a service called ARAcontent. ARAcontent entered the fray in 1996 and “automated” the matte release process by creating a system for electronic selection of articles by editors at newspapers and web sites. ARAcontent specialized in professional content creation to highlight a company’s products and services that is distributed and placed in top media outlets.
In 2010, ARAcontent is further digitizing the release of feature articles through an increased focus on media web sites and backlinks to client sites. Content is search engine optimized and the company also helps to generate real engagement with consumers via social media. From ARAcontent, evolved a new platform called Adfusion. ARAnet’s experience with feature article distribution through ARAcontent (the more PR-related product) inspired the Adfusion business model, which is a blend of advertising and PR.
I found Adfusion to be interesting, as it is a hybrid product. And, as you may know, I’m a big fan of the hybrid approach. The product delivers brand communication in ways that don’t look like advertising. The next-generation solution combines the measurement and control of Pay Per Click (PPC) advertising with the credibility of content-rich articles, resulting in a greater return on investment than traditional advertising (or advertorial) methods.
With all of the changes in media it’s critical that we use the most useful tools in our toolkits. The matte release in its traditional form is not as effective as it was years ago. Branded content had to morph with a more sophisticated technology to create awareness and catch the attention of the web savvy consumer. However, there will always be value with a well-written story supported by branded content.
According to ARAnet’s president, Scott Severson, it was important to take PR branded content to the next level to “work harder for the client by delivering multiple backlinks and guiding the interested reader directly into online resources that can result in a sale, a trial or a request for more information.”
I think the matte release has made a stunning transformation into ARAcontent and also this new hybrid solution called Adfusion. What do you think of the evolution of the matte release? Do you think this tool has a home in today’s new PR 2.0 toolkit?
April 23, 2010 @ 10:56 am
Hi Deirdre,
If you like the Adfusion “hybrid” approach, you may be interested to know about Newsforce. Like Adfusion, we place sponsored news stories within the advertising spaces of popular news sites. But we take it a bit further – you can actually target the article just like you do regular banner advertising, all the way down to the regional level, the sections of the news sites, even behavioral and demographic targeting. It’s more expensive than Adfusion, but you can guarantee the level of impressions and it’s all premium placements.
I’m interested in hearing from your audience what they think about mashups like us and Adfusion. Our initial market entry led us to believe that PR folks have limited budgets for advertising, and that they don’t perceive it as “their job” since they’re focused more on earned media. But the advertising departments at most companies don’t work on the creative storytelling strategies, so it falls somewhere in the middle. Who’s going to ultimately drive the content strategy, and who’s going to get the budgets to make sure it’s seen by enough people to make a difference?
Thanks for bringing up the topic!~
Dana Todd, CMO
Newsforce
April 23, 2010 @ 11:40 am
I remember the days when distributing a matte release was de rigeur for any PR plan (which wasn’t so long ago actually!). There is definitely still a place for matte releases – especially in secondary and tertiary media markets where community and weekly papers still rule. A well written matte release (not exceeding 350 words) that has actual ‘news you can use’ value tends to get great pick-up. The win? Your message remains strong and contained and can give your organization (or client) great traction on the community/grassroots level.
April 23, 2010 @ 12:17 pm
Deirdre,
Does Adfusion supply their customers with analytics? If so, how do they report RIO? I was also curious if you knew in which way ARAcontent was engaging with consumer via social media? How they entered the space and so forth?
April 23, 2010 @ 3:29 pm
Hi Kyle! These are great questions and I will be able to find out these answers to you. I’ve never worked with the company before but was intrigued by their platforms. Be back shortly with answers. Thanks!
April 23, 2010 @ 3:42 pm
Hi Elissa! Thank you for sharing your thoughts. I guess it wasn’t so long ago. I guess the rapid changes in technology just make us feel that way! In any case, I agree a good story that has “news you can use” will always get good pick up and get great traction. Have a great weekend 🙂
April 23, 2010 @ 3:46 pm
Hi Dana,
Thank you for introducing me to Newsforce. I’ll have to check it out. You raised an interesting question about who is ultimately going to drive content strategy. I think there the hybrid approach brings PR, marketing and web to the table where we all have an interest and responsibility. Of course, who gets the budget is another great question and determining factor. I believe that PR people are being exposed to more interesting strategies and tactics that they are adding to their PR toolkits! I appreciate your sharing your insight on the subject.
April 25, 2010 @ 7:33 pm
I’m replying to Kyle’s questions for Scott Severson, who is quoted in the blog but is traveling. Deirdre, great job of laying out the evolution to digital PR. Kyle, part of the Adusion service is to indeed supply analytics — up to and including consumer conversion. Because Adfusion clients don’t pay until a consumer clicks on their websites or landing pages, ROI is highly measurable, including tracking purchase conversion rates and costs. As for ARAcontent’s social media connections, you can follow tweets on specific article topics such as home improvement and gardening. And, Kyle, this company was founded in 1996 with the specific goal of using the internet as a tool to expand the distribution of feature articles for PR customers.
April 25, 2010 @ 7:42 pm
Hi Bob! Thank you for answering Kyle’s questions and for your kind words about my post 🙂
June 21, 2010 @ 2:35 pm
For those who have no budget to subscribe to a matte release service, how effective is it to create your own story or column (bylined by, say, your association’s president) and then distribute it to editors at weekly papers? Are they receptive to receiving consumer-type stories straight from the source? I had some luck in the 1990s launching a monthly column by our CEO and a number of newspapers would pick it up – not in the hundres but a good amount of papers each week. Thanks for any advice.