As the world of media continues to evolve, so should your strategy. Adding paid media to your marketing mix can be a smart move. It can expand your reach, get you in front of the right audience, and maximize your results. But there’s a catch: if your sponsored content doesn’t feel genuine andit’s just a banner ad with a logo and no story, you can lose your audience and your dollars in a split second.
Here are a few screens to think through if you’re going to invest in your content:
- People Can Spot “Ad” From a Mile Away
Audiences are quick to scroll past anything that screams “sales.” The best sponsored content doesn’t interrupt, it engages. It solves a problem, shares a story, or makes the viewer/reader feel something before asking for anything in return.
- Trust Is the Real Currency
According to the 2025 Edelman Trust Barometer, 80% of people say they trust “brands I use to do what’s right”, more than business, media, NGOs, or government. That’s both an opportunity and a responsibility.
So, all content – especially content you’re putting money behind – should:
- Speak in your brand voice
- Share real, relatable experiences
- Prioritize value over a hard sell
- Make Publications Work for You
Sponsored content shouldn’t be about “checking the box” with an ad placement. It’s about evoking emotion, telling a story, and delivering a strong call to action that makes your audience stop scrolling and start engaging.
If you’re working with a legitimate media publication, make them put in the work to make your content sing – request edits, strong visuals and creative writing. Also, when you have a good story to tell, ask that they cover it without putting money behind it. Not every story has to be paid for.
Paid media works best when it complements your earned and owned channels. Use it to amplify your strongest stories, spotlight a key milestone, or get traction for messages already performing well organically.
Authentic sponsored content doesn’t just drive clicks, it builds trust, earns attention, and goes beyond a one and done.