Which is better Advertising or Editorial content?
Coffee Creative’s David Gilchrist recently produced quality content for Go RV at the recent brand release of Vision RV by Sunseeker Caravans. The shoot was at Landcruiser Mountain Park near Jimna in Queensland's Sunshine Coast hinterland.
Here's a sneak peak. To find out more, keep an eye on Go RV .
Sunseeker have designed the entire range Vision RV range a market that loves adventuring in the most remote and rugged destinations without being limited. The content had to reflect that ambition., yet remain as quality editorial content for Go RV.
It raises the question about which has more value, editorial content distributed as a public relations campaign or advertising?
Advertising is valuable. The trouble is, while advertising allows complete control of location and messaging according to a properly crafted strategy and call to action that provokes customer response, it is generally considered to have about a third of the punch of skilfully crafted editorial content.
Ad value can be seen as the cost of your ad. Publicity value is a combination of that ad’s rate and the immeasurable value of editorial coverage by a reputable media outlet.
Typically Media monitoring services work out the power of publicity content by considering audience numbers, advertising rates and length of stories. They then use advertising rate card over it and usually the calculated value is three times the ad value. Let us explain why.
It all comes down to the value of trust. Readers and listeners place confidence and therefore greater value in content whenever high trust exists in the outlet and in the media personality.
Although paid advertising established on the back of a well crafted marketing strategy is effective, consumers approach it with caution. Publicity is free editorial content received with less-filtered discretion when delivered by credible sources, thereby increasing the publicity value and more likely to have consumers agreeing to a perceived call to action.
Consequently, a good press release can inspire information dissemination, story packages, live television or social media coverage far more effectively than a well-placed ad.
With each printed line and second of broadcasted news worth so much, hiring the right team to get your message across is key and as a full-service agency Coffee Creative knows how to turn a marketing and communications strategy into a worthwhile return on investment..
