Third-party editorial or “mentions” of a company’s brand or product are one of the most powerful marketing tools in the toolbox. Publishers evaluating a company’s product, brand, or service—especially in a positive way—can lead to more sales. Positive editorial mentions enhance a company’s reputation, bringing the company to a whole new level. If a reputable third-party is positively talking about you, consider marrying their brand with yours.
The YGS Group specializes in bringing together A) the company looking for a positive editorial mention and B) the publisher who did the endorsing. Publishers with brand recognition and reputations for honest editorial can charge a fee for their editorial mentions. (No, the editors are not planning for that revenue. In fact, here’s where the revenue-seeking departments of the publisher—the sales and marketing department—look to monetize what the editors have reported—all through licensing and permissions fees.) In addition to producing revenue, publishers need to professionally vet these opportunities to ensure the final usage of the publishers’ logo and quote is used properly. According to Erica Montgomery, executive vice president of sales at The YGS Group, “This is ancillary revenue for companies. They don’t have the staff or expertise to focus on this revenue stream so they outsource it to a partner who has the expertise, database, and resources to market their content for them.”
“Part of what we offer to our contracted publishers is our vetting of the content and the use by the marketer,” says Erica. One of The YGS Group’s clients is the well-respected review website CNET. “For example, if a software company is interested in using a CNET logo, we verify that the software company was actually featured by CNET, their ranking, etc., and review how the software company is going to use the coverage. Then we have the marketer sign a release confirming usage.”
These types of third-party mentions are beneficial to everyone involved. (We are careful not to overuse the word “endorsement” here as that might imply an editorial team is endorsing a particular product or service, which is not the goal, but rather to provide a true account or experience of that product or service. Editorial is not selling here, but rather telling.) The company needing the endorsement for marketing purposes gets a huge boost to sales and reputation and the endorsing company gets supplemental revenue for their own elevated reputation while guaranteeing their integrity. A win-win marketing situation.