Branded Content's Hidden Superpower: SEO

Shannon Kinney
Apr 23
3 min read

If you’re in media sales, you’re probably already talking about impressions, engagement, and brand lift when pitching branded content. But there’s one angle that too often gets left out — and it’s a big one:

👉 Backlinks from high-authority media websites are one of the most valuable SEO assets a business can get.

Let’s break it down.

When a piece of branded content lives on your media site, it does more than tell a good story — it gives the advertiser a backlink from a trusted, high-traffic, high-domain-authority source. That backlink isn’t just a digital breadcrumb. It’s a ranking signal to Google that says: “This brand is credible. We vouch for them.”

Why Media Backlinks Matter More

Not all backlinks are created equal. A link from a media site offers unique value:

High Domain Authority: Most established media outlets have been around for years and have built up serious domain strength. A backlink from your site carries far more SEO weight than a link from a low-traffic blog or a directory listing.
Massive, Relevant Traffic: Search engines know your site gets real, consistent traffic. That makes backlinks from your site highly credible and more influential in boosting your advertiser’s rankings.
Trust Factor: Media companies are seen as objective, reliable sources of information. That trust carries over into the links on your site. It’s SEO gold.

The Real-World Impact

Backlinks from high-authority sites improve:

Search engine rankings
Organic visibility
Website authority
Referral traffic

In some cases, a single backlink from a reputable media site can be more impactful than a dozen lower-quality links. That’s how powerful your platform is.

How to Sell This to Advertisers

When you're presenting branded content to a potential advertiser, don’t just lead with eyeballs. Lead with impact.

✅ Highlight your domain authority and traffic volume.

✅ Show how a backlink from your site can improve their Google rankings.

✅ Emphasize that the backlink isn’t stuck in a sidebar — it’s embedded naturally in the body of a professionally written article, published by a respected news brand.

✅ And explain that this link lives on forever (or at least as long as the article does).

You're not just selling a story — you're giving them long-term search visibility and a stamp of authority they can’t get anywhere else.

So, what’s next?

Branded content has always been a powerful storytelling tool. But with the right strategy behind it, it becomes a long-term SEO asset for your clients — and a serious differentiator for your business.

Want to hear some great advice? Watch the short video below and get brilliant ideas on SEO!

About the Author:

Shannon Kinney is a seasoned startup Founder and Executive with over 30 years of experience in digital marketing. She has been at the forefront of digital transformation for media companies since 1995, and has consulted with and presented to media companies large and small worldwide. She is considered a thought leader in the online space, and is a highly sought after keynote speaker, advisor and consultant. With deep experience in sales, marketing, online product development and leadership, Dream Local Digital is her third nationally-scaled digital marketing solution company. She founded the company in 2009 “to bring the power of online marketing to small and medium sized businesses ”. She has a wide and highly engaged network of leaders in media, technology, and startups worldwide, and has developed Dream Local Digital to be a widely recognized brand as best of breed in online marketing. She has helped more than 75,000 small and medium sized businesses and media companies through her work with Dream Local Digital. She spent many years on the Local Media Foundation and Local Media Association boards and is passionate about their mission to create sustainable business models online.