Community Corner
What Is Branded Content? How Brand Partnerships Work On Patch
From a brand partner: How Patch creates, labels and publishes branded content while keeping it distinct from independent news coverage.
Patch is a hyperlocal platform built to help people find out about, and participate in, what's happening in the communities around them. Across Patch, full-time professional journalists report local news, community members can contribute their own updates and information, and businesses and organizations can connect with readers through branded content.
So, what exactly is branded content?
Branded content is paid content created for or provided by an advertiser and published as part of a commercial partnership with Patch. It can take many forms, from useful guides and seasonal stories to information about products, services, events and community initiatives. While branded content supports an advertiser's goals, it is also developed with Patch readers in mind and should provide useful, relevant or engaging information.
Branded content is distinct from Patch's independent news coverage, and that distinction is always made clear to readers. Patch identifies paid content wherever it appears so readers know when a brand or sponsor is involved.
How To Tell If Content On Patch Is Sponsored
Transparency is an essential part of every Patch brand partnership. Branded content is clearly labeled so readers can immediately distinguish paid content from stories independently reported and produced by Patch journalists.
On an individual branded-content article, readers will see a disclosure identifying the sponsor, including language such as:
"This post is sponsored and contributed by [NAME], a Patch Brand Partner."
The article's byline also identifies the contributor as a Brand Partner. That transparency extends beyond the article itself. When branded content is featured in promotional placements on Patch.com or in Patch newsletters, it is identified as Sponsored. Social media posts promoting branded content also include a sponsorship disclosure.
These disclosures maintain a clear separation between Patch's independent journalism and content published through commercial partnerships, giving readers the information they need to understand the source of the content before they engage with it.
What Standards Does Patch Follow For Branded Content?
Accuracy and transparency are essential to branded content on Patch. The fact that content is paid for by an advertiser does not change the expectation that factual information should be clear, supportable and presented responsibly.
Patch's approach to branded content includes several core standards:
- Accuracy: Factual information should be accurate and supportable. Brand partners are responsible for reviewing and verifying claims about their businesses, products, services, offers and organizations before publication.
- Transparency: Paid partnerships are clearly disclosed. Branded-content articles identify the Brand Partner involved, and sponsored promotional placements are labeled accordingly.
- Reader value: Branded content should offer readers something useful or relevant beyond a traditional advertisement. Depending on the campaign, that could include practical information, helpful advice, local resources, entertainment, product information or other content tied to readers' interests and needs.
- Clarity: Important details should be communicated clearly. When information such as pricing, availability, eligibility, dates or other material details may vary, branded content can include appropriate context or qualifications.
- Corrections and updates: Brand partners review and verify their information before branded content is published. In the rare event that an error is identified or material information changes after publication and distribution, Patch can update or correct the article so readers have accurate information.
Who Writes Branded Content On Patch?
Many branded-content campaigns are created in-house by Patch's Branded Content Studio.
The Branded Content Studio works with advertisers to understand their goals, audience and key performance indicators, then develops content designed to support those objectives while also providing value to Patch readers. Depending on the campaign, that might mean creating an article from the ground up, turning information supplied by a brand into a reader-friendly story or developing content around a particular topic, season, community or consumer need.
Clients may also choose to provide their own branded content. In those cases, Patch's Branded Content Studio can offer recommendations on elements such as structure, presentation and how the piece may be optimized for Patch readers and distribution. The client has final approval over its branded content before publication.
That collaborative process is intentionally different from Patch's newsroom process. Patch's full-time professional journalists live in or near the communities they cover, independently report and write news under their own bylines and do not write branded content. Patch journalists follow the Society of Professional Journalists' Code of Ethics, and their author pages detail their professional backgrounds and experience.
Who Can Publish Branded Content On Patch?
Patch works with advertisers of different sizes, from local businesses trying to reach customers in their own communities to national brands looking to connect with audiences across the country.
Distribution depends on the goals of the campaign. A local business may want to reach readers in one Patch community or a group of nearby towns, while a regional or national advertiser may distribute content across multiple markets. Branded content can also be promoted through Patch.com, newsletters, social media and other placements included in a campaign.
This gives advertisers flexibility to reach the audiences that matter most to them while keeping the content relevant to the communities and readers who see it.
How Is Branded Content Different From Patch News Coverage?
The key difference is the commercial relationship behind the content.
Patch news coverage is independently reported and produced by Patch's full-time professional journalists, who do not create branded content. Patch branded content is produced or published as part of a paid partnership with a business or organization.
Because sponsored content is clearly identified through Brand Partner labels and other disclosures, readers never have to guess whether a commercial relationship is involved. That clear distinction helps protect the independence of Patch's newsroom while allowing brands to communicate directly with Patch audiences.
Why Does Patch Publish Branded Content?
Branded content gives businesses and organizations a way to reach Patch audiences with more depth and context than a traditional advertisement may allow. It can help a local business explain its services, give a national brand an opportunity to share useful information or connect an advertiser with readers around a topic that's relevant to everyday life.
Brand partnerships also help support Patch and its mission to keep communities informed and connected. Advertising and branded-content revenue help support a platform where professional journalists can continue covering local news and where readers across the country can find information about what's happening close to home.
Still Have Questions? Here's What To Know
Is branded content on Patch advertising?
Yes. Branded content is paid for by an advertiser and published as part of a commercial partnership with Patch. It is clearly identified as sponsored or Brand Partner content so readers know when a business or organization is involved.
Who creates branded content for Patch?
Patch's Branded Content Studio can create campaigns and articles in-house in collaboration with advertisers. Clients can also provide their own content, with the Studio offering recommendations to help optimize it for Patch readers and distribution. Clients have final approval over their branded content before it is published.
Can local businesses work with Patch on branded content?
Yes. Patch works with both local businesses and national brands, and campaigns can be tailored to reach audiences in specific communities, broader regions or markets across the country.
Interested In Branded Content On Patch?
If you're interested in learning more about branded content opportunities on Patch, please contact Diana Reidy, National Advertising Manager for Patch.com, at diana.reidy@patch.com.
