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The primary difference between editorial and advertorial content used to be all about whether it was paid (sponsored) content: advertorial was paid for, while editorial was not.
This distinction stems from traditional print media, where editorial content was objective, journalistic writing, and advertorial content was a brand’s advertisement delivered in the style of a news piece: part ‘ad’ and part ‘editorial.’
In modern digital marketing, with brands publishing content on their own platforms, the distinction is no longer about paid placement. A company blog post isn’t paid media, it’s owned media.
Today, the primary distinction between editorial and advertorial content lies in the writing style, journalistic approach, and underlying intent.
Paid advertorials still exist in print and online publications. You’ve likely seen them in a newspaper or magazine as a brand advertisement, presented as an article.
Typically, they are designed to blend right in with features, columns, or blog posts, sometimes, they may have “sponsored article” noted on the page.
For instance, an online lifestyle magazine might publish an article about a skincare routine sponsored by a beauty brand, or a travel blog might feature a destination guide paid for by a tourism board.
If it looks editorial, but is clearly pushing a product or service, you’re looking at a modern-day paid advertorial.
So, while there are still paid advertorials on third-party digital publications, the type of advertorial growing in content marketing is a bit different, and may include a blend of both editorial and advertorial content styles. For instance, content created by brands on their own platforms.
The difference between the three types of media:
Modern advertorials typically incorporate engaging educational content designed to inform readers, while also weaving in promotional content that directly highlights a brand’s products or services.
Because advertorials can look a lot like editorials in how they are presented, it’s important for content marketers to understand the fundamental differences behind the content itself.
It’s important to note that editorial and advertorial content share common features beyond appearance.
They both follow inbound marketing principles, drawing audiences in and building brand authority through valuable, relevant information rather than salesy, promotional messaging.
While advertorials may have a promotional lean, they still prioritize audience value.
To identify advertorial content, it’s best to first understand what editorial content is.
In content marketing, what defines editorial content is its underlying purpose: to inform, educate or entertain its audience with relevant, helpful, and valuable information.
While maintaining this purpose and adhering to journalistic standards, editorial content can take many forms:
Example:
A project management company might publish “The Annual State of Remote Work Productivity Report,” featuring relevant insights for managers. It could include industry research, expert interviews, productivity statistics, and free tools or templates for improving team workflow. As an objective piece of editorial content, it would not promote their brand, product or tool as a solution.
Advertorial content might appear in an editorial format: a blog post, an ebook, or an industry-focused study, for instance. But it goes a step further, serving the dual purpose of providing valuable information while weaving in messaging that favors the brand and subtly guides the audience toward a lead, sale, or other business goal.
Example:
A project management software company might publish “A Manager’s Ultimate Guide to Remote Team Productivity,” featuring workflow tips, employee monitoring methods, and free project templates, all the while featuring their project management tool as the recommended solution for top team performance.
Good advertorial content still respects its audience by providing genuine value and helpful information.
Understanding these style and intent distinctions helps content marketers make smart decisions about when to use each type of content in their overall strategy.
Use editorial content to build authority and trust or establish thought leadership, and advertorial content for lead generation and conversion-focused campaigns.
Both are strong elements of your content marketing plan, as long as they are high-quality and keep the audience experience at their core.
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