As the media landscape continues to evolve, we’re always on the lookout for creative ways to get our clients’ messages in front of the right audience, at the right time.
One solution to consider is the MAT release — a versatile tool that helps businesses distribute branded content across reputable media publications. If you haven’t considered MAT releases as part of your overall communications mix, now’s a great time to explore the potential benefits.
First off, what is a MAT release?
The name MAT (or matte) dates back to the 1950s when newspapers were physically laid out and formatted. A MAT release is a branded, sponsored article distributed to a wide network of print and online publishers. Articles are often distributed through local newspapers across the U.S. and featured in the sponsored content section of websites or print publications.
Unlike traditional earned media, where a journalist crafts a story about a company, a MAT release allows the company to write, brand and sponsor the piece itself. These articles are designed to appear like organic, editorial content, but contain persuasive communications to promote a product, service or idea — usually the kind of promotional language that reporters balk at.
Another major difference from earned media — and a key benefit of a MAT release — is its ability to guarantee placement across a range of media publications in a short amount of time. This enables brands to share their message efficiently without waiting for the potential of earned media coverage.
Why consider a MAT release?
A MAT release can provide an opportunity to educate readers about topics that tend to be too evergreen, frequently recurring or self-serving for earned media success. A company might want to consider a MAT release to:
- Reach new audiences: Whether you’re offering a new service or product update, a MAT release can help your business reach new audiences by focusing on a common challenge, and introducing your product or service as a solution. This is particularly useful for companies that want to expand awareness without solely relying on earned media, which is adverse to self-promotional content.
- Executive thought leadership: If your company executive has an opinion on a trending topic — one that might not be unique or controversial enough to capture earned media attention — a MAT release can provide an ideal platform. Your executive can share their opinion while providing educational value to readers, positioning them as a thought leader while subtly promoting your brand’s expertise.
- Share existing data & insights: A MAT release offers an effective way to get more mileage from recurring reports, data and insights your company already generates. If you’re creating assets like data reports, infographics or video content, a MAT release can amplify that content to a wider audience. This allows you to reserve your reporter relationships for bigger opportunities, while keeping your brand visible through high-quality, informative content.
What does a MAT release look like?
One of the great things about a MAT release is its versatility. Depending on your content goals, there are several formats to choose from, to deliver your brand’s message in the most effective way possible:
- Article: Written in third person, this provides a straightforward, educational approach.
- Byline: Written (or ghostwritten) in the first person, this allows your company’s executive to share personal insights and their perspective on a topic.
- Listicle: A more visual format, featuring five or more high-resolution visuals with captions, this is a great option for readers who prefer “snackable”, easy-to-digest content.
- Infographic or video: These visually-driven formats are best for data-heavy content, helping simplify complex information.
How much does it cost?
As with any marketing initiative, cost and timeline are important factors to keep in mind. The good news is MAT releases can be customized to fit your company’s needs.
Several factors influence the cost and timeline of a MAT release:
- Audience scope: Targeting a broad, consumer audience is generally less costly than a narrower, business audience.
- Content creation: Starting from scratch will naturally add time and cost, especially if the content requires complicated visual elements or extensive stakeholder approvals.
- Asset complexity: The more complex the content — like an infographic or video — the higher the cost.
- Bulk pricing: If you’re planning to distribute multiple MAT releases over the course of the year, committing to a bulk package can help reduce the cost of each.
Not sure where to start?
The team at Method can help you determine the best MAT release strategy for your business.
Reach out today to explore your options and see how a MAT release can fit into your overall marketing and PR plans.
