Are you stuck deciding whether to use a press release or a MAT release to distribute your branded content? Both can be effective tools for getting your message out, but there are clear differences between the two.
Depending on your needs, you might lean more toward one type of branded content over the other. Press releases are often inexpensive and easy to distribute, while MAT releases offer guaranteed placements and consumer-focused storytelling that can extend the life and reach of your content.
Today, brands aren’t just competing for media attention — they’re also competing for the attention of algorithms. AI-powered search and generative summaries now pull from credible, authoritative sources, which means the format you choose can impact how your brand is surfaced and understood.
A Quick Look
- Press releases help share timely, news-driven updates with journalists
- MAT releases provide lightly branded, evergreen content delivered directly to consumers
- Press releases offer potential earned coverage; MAT releases offer guaranteed placements
- With AI shaping search and discovery, both formats influence how your brand is surfaced and understood
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No matter which type of branded content you choose, it’s important to understand the differences to best inform your decision.
What is branded content?
Branded content is a marketing strategy that uses a variety of content formats to share your brand’s story. This type of content connects with the audience by sharing your business’s purpose instead of simply promoting products or services.
MAT release vs. press release
What is a MAT release?
A MAT release is a type of branded content. This paid media tactic guarantees media coverage through a publisher network that partners with the MAT distribution company. A MAT release:
- Is written for consumers and contains useful, lightly branded information
- Is paid, controlled media
- Guarantees media coverage across a network of publishers
- Focuses on the consumer and how the content provides helpful, evergreen value
- Supports AI-driven visibility by creating consistent, trustworthy content signals that search engines and LLMs can reference
MAT release example
What is a press release?
A press release is a written announcement that shares timely, news-driven updates about a brand or product. It’s distributed to journalists and editors through a newswire in hopes of earning media coverage. A press release:
- Is written for journalists who may choose to cover the news
- Typically only requires a newswire distribution fee
- Offers no guarantee of pickup or placements, since coverage is earned
- Focuses on newsworthiness to increase the chances of editor interest
- Supports credibility signals in AI-powered search, since verified news sources are often prioritized by search engines and LLMs
Press release example
Controlled media
Controlled media is in popular demand, especially with the influx of uncontrolled content on the internet or when pitching journalists directly.
A MAT release:
- Gives brands full control of their message, since the content appears exactly as approved and is rarely altered by publishers
- Offers consistency, which is even more important in the age of AI-driven search, because LLMs and generative summaries pull from published, authoritative sources
A press release:
- Relies on an editor to find the story interesting enough to write about
- Offers the brand no control over the story, since an editor can take any angle on the story they want to
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Placements on media sites
The goal of both MAT releases and press releases is to gain awareness around something related to the brand.
A MAT release:
- Is guaranteed to get placements on top publisher sites in the distribution company’s network of publishers
- Lives on a special page of the site that can be accessed with just a few clicks from the home page
- Can be found using the site’s search function, making them easily accessible to their audience
- Can help strengthen your brand’s visibility in AI-driven search thanks to consistent placements across reputable publisher sites
A press release:
- Is not guaranteed to get picked up by editors, so you might not get any placements on media sites
- Can also be posted on the brand’s site but is usually buried on a media page
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Audience
When comparing MAT releases and press releases, one of the biggest differences is the audience each format is designed to reach.
A MAT release:
- Is geared directly toward the consumer
- Includes a few brand mentions amid evergreen content that is useful, interesting and informative
- Benefits AI visibility, since consumer-friendly, evergreen content is often referenced by AI systems when generating educational insights, tips or summaries
A press release:
- Must focus their audience on journalists
- Can’t necessarily tailor their message to their target audience
- Is designed strictly to get picked up by publications, so newsworthiness and public interest are the focus.
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Metrics
Press releases and MAT releases can deliver placement and audience metrics like click-through rates and engagement, which is a perk of both.
A MAT release:
- Takes metrics a step further, as they can drive consumer engagement to highly targeted audiences through native advertising widgets
- Offers clearer insight into how content performs across AI-driven environments
A press release:
- Can’t be targeted since they are written specifically for journalists
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Which distribution is right for you?
Press releases and MAT releases are both great distribution techniques that can result in stronger brand awareness and publicity, but which is a better fit for your campaign?
Brandpoint offers a variety of branded content solutions. Paired with our top-tier publisher network, our media placement distribution options could be the perfect fit. Get in touch today for more information on how to start your next distribution with Brandpoint.
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Editor’s Note: This post was originally published in January 2024 and has been updated for relevancy and comprehensiveness.
