Corporate communications professionals have had an increasingly intensified weight thrust upon them in the last few years. That’s a big understatement. In addition, finding ways to reach audiences in more impactful and relevant ways is getting more difficult and more important simultaneously.

[Check out my friend MaDonna Sheehy’s post “On Working in Communications During a Global Crisis” for just a few examples.]

What are my media placement options?

Brandpoint’s targeting options for branded media placements provide a stunning solution to a number of challenges that corporate communications professionals face. We take lightly branded content, like an article, video or design, and distribute it across our publisher network online. With engagement tactics, this content is then promoted and targeted at specific audiences to increase engagement and reach. Additionally, you can choose if your article will appear section-fronts of select websites’ business pages.

Below you’ll see a list of benefits for these sophisticated distribution offerings that align with several other communications means (targeting, content and measurement). 

(If you need a quick explanation of a MAT Releases and paid media placements, check out “What is a MAT Release?”. And don’t forget to read the BONUS piece at the bottom of this post, too!)

Without further ado, here are eight ways that paid branded content tactics will help your corp comm program succeed in a world of chaos:

1. Advanced Geographic Targeting

An important part of reaching an audience, especially within corporate communications efforts, is when a reader is consuming content and showing interest in your or your client’s business. We call that the “discovery mode.” All of our targeting options allow you to segment your audience to target your campaign to readers you want to reach the most. 

2. Surefire Coverage

As many of us know, traditional media relations are instrumental when it comes to third-party credibility and reaching business media. However, we also know traditional media relations have become increasingly hard to earn, especially during the years of COVID and civil unrest. Like Brandpoint’s standard media placements, we distribute and promote your targeted sponsored content to publishers across the U.S.

Additionally, all of our placements are published outside of paywalls, which means your audience has instant and free access to your content. Read this post on five ways to overcome the paywall in media relations.  

3. Guaranteed Engagement

Adding on engagement tactics, you can supercharge your content to be get in front of even more eyes, with native advertising widgets driving readers to your article on publisher sites. 

4. Business Section Placement

Like you, we believe in order to influence business leaders you must hit them where they live – business sections of national business publications. We can ensure that your article will appear on the homepage of select websites’ business section fronts, including Chicago Tribune, New York Daily News and several other publications, directly alongside business news content.

5. Customized Consulting

Our content promotion team is filled with former journalists, longtime content creators, seasoned graphic designers and excellent marketing minds. These people will help you navigate editorial standards, provide valuable editing services (on new and already established content), and visualize your organization’s complex messaging and ideas. All of this is accessible through your Brandpoint agency or company advocate who has an average of 15 years of experience in the industry. This entire team is driven by amazing customer service and what we like to call Client Elation. 

6. Feature Articles

Give your client or organization more depth to address topical events and issues, as well as a newsworthy piece unique to the business. Communicating your DE&I position or environmental and sustainability efforts has never been this easy and helps build authority over your competitors and solidify your organization’s positive reputation.

7. Bylined Articles

Executive visibility has become an integral part of communicating an organization’s position and with a branded content placement, you can get the type of coverage your CEO expects in business sections of reputable publications from coast to coast. Placing a piece about your company’s social responsibility program, innovation story and/or employer brand differentiator gives your senior leader the credibility and integrity of the titans of business today.

8. Sophisticated Reporting and Measurement

Receiving a distribution and coverage report that aligns with your communications metrics helps supplement traditional media relations results, along with helping to reach the goals for your overall communications efforts. Brandpoint’s distribution reports make it easier than ever to share your client’s or company’s full story. Our results map is interactive, allowing you to focus on individual states, regions or even on one specific placement.

Bonus: Utilize Your Newly Spawned Content

No one says it better than one of our most-valued clients, Rachel Neff of Finn Partners, “We help your client’s dollar go further.”

By distributing your story with us, you create additional content that can be used in all sorts of ways to increase the value of your efforts including content collateral for sales teams, supplemental support for earned outreach, social content for various channels and email and direct content for lead generation efforts – just to name a few! I wrote a blog a while back about this very thing – 5 Industry Tips and Tricks to Get Extra Mileage Out of Your Content.

Lastly …

Reach out to talk to your advocate to hear more benefits of launching a branded content campaign for your corporate communications goals.