Sponsored vs Branded Content vs Advertorial

By Sam Harris, Digital Networking Agency ·

Sponsored vs Branded Content vs Advertorial — DNA PR guide

Sponsored content, branded content and advertorial all describe paid material that looks more like an article than an advert. The terms are used loosely, sometimes interchangeably, and occasionally to make a paid product sound like something else.

Here is what each usually means, and what they have in common.

Why the terms get confused

There is no single industry dictionary. Each publisher names its own products, and agencies tend to use whichever term sounds best to the buyer in front of them.

What does not change is the underlying fact. In all three cases money has changed hands, and the brand has meaningful influence over what gets published. None of them is earned editorial, whatever the page looks like. The wider picture is covered in earned vs paid vs sponsored media.

Sponsored content is a paid article or piece of media published by a publication on its own site, in a format designed to sit alongside its normal editorial.

It may be written by the brand, by the publisher's own content team, or by an agency. The brand normally approves the final version. The publication almost always labels it, with wording such as sponsored, paid post, partner content or presented by.

The value is placement and audience. You get a publication's design, domain and readership around your message. The trade is that readers are told, directly, that you paid for it.

Before buying, ask where the piece will sit, how it will be promoted, how long it will stay live, and exactly what the label will say. Those details matter more than whatever name the publisher gives the product.

Branded content

Branded content is the broadest of the three terms. It usually describes content funded by a brand that focuses on a theme, a story or a set of values rather than on the product itself.

A short documentary, a series about an industry problem, or a report on a trend can all be branded content. It might live on the brand's own channels, on a publisher's site as part of a sponsorship, or both.

Its strength is that it can be genuinely interesting in its own right. Its risk is that the story drifts so far from the brand that nobody remembers who paid for it.

When a publication runs it, it is effectively sponsored content with a softer, story-led approach. It should still be identified as brand-funded.

Advertorial

Advertorial is the oldest of the three terms, and it comes from print. It describes an advertisement written and laid out to resemble an editorial article.

Advertorials tend to be more direct about the product: benefits, features, a call to action. Publications usually mark them as advertisement or advertorial, and often use slightly different typography so they cannot be mistaken for the title's own journalism.

Online, the word is used less, but the format has not gone anywhere. Many sponsored posts are advertorials in all but name.

The distinction from sponsored content is mostly one of tone. Advertorial sells openly. Sponsored content often tries to inform first and sell second, although the payment behind both is the same.

A quick comparison

  • Sponsored content. Paid, in the publication's format, approved by the brand, labelled. The focus can be a product or a topic.
  • Branded content. Brand-funded and led by a story or values. May sit on the brand's channels or a publisher's, and should be identified as brand-funded.
  • Advertorial. Paid, product-led, designed to resemble an article, labelled as advertising.
  • Contributor article. Not the same as any of these. Written under your byline through a publication's programme, and sometimes paid. See what a contributor article is.

Labelling, and what readers notice

Paid content is normally labelled by the publication. Reputable publishers do this as a matter of policy, and advertising standards and consumer protection rules in many countries expect paid material to be clearly identifiable.

That has two practical consequences.

First, nobody can honestly promise that a paid placement will appear unlabelled on a publication whose policy is to label it. If someone offers that, treat it as a warning sign. Our guide on whether guaranteed PR is legit explains why.

Second, readers can often tell. Labels, section names, a promotional tone and the absence of any critical perspective all give it away. That does not make sponsored content ineffective. It means it works best when the content is genuinely useful and the brand is comfortable being seen to have paid for it.

A useful rule of thumb is to write paid content as if the label were in large type at the top. If it would still be worth reading, it is probably worth running.

Digital Networking Agency will tell you whether a placement is sponsored, contributor or earned before you commit, and what label it is likely to carry. We would rather you choose a paid route knowingly than be surprised by it later.

Frequently asked questions

Is sponsored content the same as an advert?

It is a form of advertising, presented in an editorial format. The brand pays and usually approves the copy, and the publication labels it so readers know.

Does sponsored content still help credibility?

It can help with visibility and understanding, especially when the content is useful. It does not carry the independent endorsement of an article a journalist chose to write.

Can the sponsored label be removed after publication?

Not normally. The label reflects the publication's policy and often its legal obligations. Any change would be the publisher's decision, and a reputable one is unlikely to agree.