How Do You Balance Sponsored Content and Editorial Integrity?
In the dynamic world of publishing, maintaining the delicate balance between sponsored content and editorial integrity is key. We sought the wisdom of Editors in Chief and CEOs, asking for their proven strategies. From maintaining uniform editorial standards to balancing author vision with editorial integrity, explore the five expert insights on effectively managing this balance.
- Maintain Uniform Editorial Standards
- Align Sponsored Content with Mission
- Consider Objectives and Brand Impact
- Disclose Sponsored Content Clearly
- Balance Author Vision with Editorial Integrity
Maintain Uniform Editorial Standards
There is no distinction other than the necessary disclaimers; all content, paid or otherwise, is subject to the same editorial policies and content guidelines. With sponsored content, it's imperative to allow the company to provide the topic and any talking points they want to incorporate, and that's it. We find the angle and use our own voice, tone, and style—and have final editorial control, so it runs without approvals.
Align Sponsored Content with Mission
At Foreclosurepedia, first and foremost, sponsored content must dovetail naturally with our mission. To that point, we are a labor-centric newswire that covers the mortgage field services industry. Thus, we probably would not allow gambling or fringe-oriented sponsored content. Second, we must be able to verify the veracity of the sponsored content as well as the sponsor. Finally, sponsored content must have applicability to our readership, the Foreclosurepedia Nation.
Consider Objectives and Brand Impact
Whether and how to include sponsored content while balancing it with editorial integrity depends on 1) your objectives, such as informing, educating, changing how readers think, feel, or act, or motivating them to buy something; 2) the alignment with your vision, mission, and values; and 3) the cost/benefit to your brand.
In this environment of mistrust, misinformation, and misuse, sponsored content sends a message about whether the reader thinks you are part of their solution or another part of their problem.
Disclose Sponsored Content Clearly
The best way is to note that the article might include sponsored content or affiliate links. As an extra measure to avoid confusion, which might hinder your content from ranking on Google, you can easily add a sponsored tag to your affiliate links.
Balance Author Vision with Editorial Integrity
In my company, Emerald Books, my clients are authors. Occasionally, I have a different opinion than they do about what should happen in their story. To balance their wishes with my own, I advise them on what I think should happen, but I also give them the chance to hold onto their original vision, and I remind them that this, after all, is their book. In other words, I share my editorial integrity.
There are occasions when I stand clearly against what they are doing, and in extreme cases (prejudice, hate speech, or otherwise), I will close their contract if they don't listen. In other words, I retain editorial integrity at every turn, but I do respect a client's wishes to leave things the way they are. My company is well-positioned to improve an author's book and retain their own vision for genre, style, and story.