Rob Scott
Editorial content and sponsored content are becoming pivotal parts of any B2B marketing strategy.
Today’s buyers are bombarded by content. Newsletters, native ads, AI-powered posts, LinkedIn essays disguised as love letters to enterprise AI software. In the B2B tech space, the noise is deafening – prompting buyers to ignore more and more of the “owned media” brands used to rely on.
Customers are (understandably), more skeptical about what companies actually say about themselves. They’re swapping brand-published blogs and articles for recommendations from industry experts, news reports, and reviews that feel truly authentic.
Not convinced? Just look at the fact that 6Sense found that 72% of companies work with analysts and consultants to find vendors they want to work with, and up to 90% have already created a vendor shortlist before they ever reach out to a brand.
The content produced by industry analysts, thought leaders and journalists can be just as convincing as a recommendation made by a consultant – but not all of this content is the same.
Editorial content and sponsored content may share the same headline font and byline polish, but they serve fundamentally different goals. How you use (or misuse) them can mean the difference between brand leadership and bounce rates.
What is Editorial Content? True Journalism
Leading B2B publications produce all kinds of content, from opinion pieces to news reports. When they’re working with brands with a focus on boosting category leadership, two main types of content often stand out: editorial, and sponsored content.
Editorial content is real-deal journalism. It’s produced by editors, writers, or content teams employed by a publication (like Today Digital). These writers don’t answer to brands or advertisers directly.
Editorial content helps draw attention to a brand, but it’s not there to sell anything – not directly. It’s there to inform, educate, investigate, or analyze.
This kind of content is governed by editorial standards, accuracy, fairness, independence. For B2B tech companies, common types of editorial content might include:
- A deep-dive review of a product or service (without hyperbole).
- Press release-style news articles
- Features on emerging startups
Editorial content can be free publicity for a tech brand – but companies aren’t guaranteed anything. You don’t get promises that you’re going to appear on a certain website at a specific time, or that the writer is going to rave about the features you most want to promote.
What is Sponsored Content? Strategic Promotion
So, what’s sponsored content? Simply put, the “paid media” alternative to editorial content’s “earned media” approach. This content looks like an editorial piece, but it’s created on behalf of a brand. You pay for placement, and co-create with the publisher.
The great thing about sponsored content, is that when its produced well, by a company that understands the value of ethical standards in journalism, it still feels authentic and natural.
When we produce sponsored content here at Today Digital, we’re not just churning out articles listing all the reasons a customer should buy a product. We’re answering the questions they have, diving into their buyer journey, sharing real insights, and connecting with each member of the buyer committee.
The difference is that there’s also a clear motive behind what we produce (beyond informing readers). We aim to generate leads, increase engagement, boost conversions, and elevate brands.
We work hand-in-hand with clients to ensure the sponsored content they place on our platforms aligns with the buyer’s intent, their growth ambitions, and the outcomes they want to achieve. Ensuring sponsored content drives measurable results, without compromising on trust is crucial.
Editorial vs Sponsored Content: A Quick Breakdown
Looking for a quick breakdown of how editorial and sponsored content compare?
| Element | Editorial Content | Sponsored Content |
| Creators | Independent journalists and content creators. | Journalists and publications in collaboration with brands. |
| Purpose | Educate, inspire, or inform. | Promote, sell, generate leads, or encourage growth. |
| Control | Publications maintain control. | Brands have some control (within ethical guardrails) |
| Tone/Style | Neutral and objective. | Strategic and persuasive. |
| Disclosure | Rarely needed. | Often required. |
| Distribution | Earned, organic reach. | Paid placement. |
Honestly, the lines between sponsored and editorial content are blurring a little. In a world of AI, deepfakes, and untrustworthy articles, people tend to be skeptical about sponsored content that just seems like its there to sell. That’s why there needs to be a balance, trust, authority, and ethics.
B2B tech buyers are sharp. They can instantly detect AI-flavored fluff and over-polished pitch pieces. They don’t want sales scripts, they want insights.
How AI is Influencing Editorial and Sponsored Content
AI’s impact on editorial and sponsored content is more significant than you might think, particularly in the B2B tech world. As we mentioned above, owned media – the content companies publish themselves, is starting to lose its spark.
AI algorithms, like the ones Google is using, are becoming gatekeepers for businesses looking to earn attention. You can’t just fill an article with keywords and expect to jump to the top of the search results anymore. Content today needs to jump through all kinds of hoops, set out by platform owners, generative AI bots, and customers.
Even if you manage to optimize your owned content effectively, customers aren’t guaranteed to trust it. In B2B technology, most customers have already identified their “favorite brands”, and they’re less likely to visit your blog directly. But they will pay attention to real, authentic content, from publications they can trust.
That last part is important, because as AI and automation makes it easier to generate content at scale, publications need to ensure they’re striking the right balance. AI can make it easier for publications to fine-tune content, adjust it into different formats, or adapt it for various buyer personas. But if there’s no human touch, or oversight, credibility diminishes.
AI isn’t replacing the craft of storytelling; it’s reframing it. For B2B marketers and tech journalists alike, the key is using AI to enhance, not erase, the voice of expertise.
Editorial vs Sponsored Content: When to Use What
So, what does all this mean for B2B tech marketers? You need more than a wide presence online. You need to constantly drive awareness, boost trust, and be strategic at the same time. Editorial and sponsored content helps you achieve your growth goals at a time when it’s much harder to just go it alone. But they work in different ways.
When to Use Editorial Content
Editorial content is the gold standard for building authority, particularly now that most publications are required to disclose when content is sponsored. If you want to show your customers that you’re committed to becoming a category leader, and addressing their needs, rather than just selling things, editorial content is a must-have.
Use editorial content when you’re:
- Building thought leadership and trust.
- Sharing valuable insights, like original research or bold opinions.
- Nurturing customers who aren’t sure about your brand.
- Trying to boost market share and online presence.
- Building relationships across the buyer committee.
This is your chance to build brand equity. Showing up in editorial content positions you as a market shaper, not just a vendor.
When to Use Sponsored Content
Sponsored content is for when you need more control, and guaranteed exposure. When you’re launching a product, highlighting an achievement, or trying to generate leads, sponsored content can amplify your voice quickly.
Consider editorial content when you’re:
- Trying to boost sales of a specific product.
- Eager to gain a position on a respected platform.
- Looking for end-to-end support with marketing ROI.
- Expanding an owned media strategy.
- Targeting a specific audience with a unique message.
But remember, sponsored content shouldn’t just “sell”. It still needs to deliver value if it’s going to drive consistent growth.
How to Use Them Together Effectively
Realistically, if you want the best chance of attracting, engaging, nurturing, and converting your B2B audience right now, you need both. Editorial content drives credibility, showing customers that you’re exciting, or pioneering enough to attract a spotlight.
Sponsored content captures intent, turning awareness into demand and helping to nudge buyer committees towards the final stage in their funnel.
- Start with thought leadership, then retarget with value-led sponsored placements (case studies, checklists, CTAs).
- Seed ideas in earned media, then own the conversation in paid channels.
- Turn strong editorial coverage into retargeting creative for your campaigns.
- Be authentic, human, and value-focused every step of the way.
The most successful B2B brands don’t need to choose sides. They’re building integrated ecosystems that use editorial content to earn trust and sponsored content to scale it.
Giving Your B2B Presence the Boost it Needs
In 2025, the content battlefield is noisy, fast, and often powered by machines. But if you take away one thing from this article, let it be this: editorial content and sponsored content are valuable allies.
Editorial content builds long-term trust, shapes the industry conversation, and earns its spotlight through quality and independence. Sponsored content, on the other hand, offers speed, targeting, and message control, when transparency and value lead the way.
Together, they can both help you stand out in a world overwhelmed by AI, buyer mistrust, and complexity. Want to take the next step in your content strategy? Contact Today Digital today, and find out how we can use editorial and sponsored content to accelerate your category leadership.
Want to go deeper?
Read The Complete Guide to Editorial Standards and Content Creation in B2B Tech Media – and discover how leading brands earn trust, authority, and influence through credible content.
👉 Read the full guide
