PR and marketing writers who need guidance on writing sponsored
content: look no further than a recent paid post in The New York Times.
The post, titled, Women Inmates: Why the Male Model Doesn’t Work,
is a superb example of how to write sponsored content that informs and
entertains — and still sells. In the article, author Melanie Deziel
examines a large-scale but little-known issue experienced by
incarcerated women nationwide: prisons and their amenities, treatment
options, job-training programs and cultures are designed for men.
The post is sponsored by none other than the popular Netflix
original, “Orange is the New Black,” (OITNB) which recently released its
The article serves as a noteworthy case study for those in PR and
marketing who are tasked with writing sponsored content (also called
advertorials) for their companies and clients. Here are five major
reasons why Deziel’s article is so great: