Not only does sponsored content offer a unique opportunity to control your brand’s narrative, but it also allows for value-driven content that takes your target audience on a journey through brand discovery/awareness, consideration, conversion and loyalty.
While time-sensitive sponsored content can be very effective (i.e. a content piece about a special sale, promotion, deal or other offer your business wants to drive attention to for a limited time), so can year-round content that informs, educates or inspires readers, keeping your brand/product/service top of mind. Content is still king in 2025, and that’s why many of our successful campaigns are part of a series of sponsored content stories.
Consider the difference between your target audience seeing your brand’s message just once for a limited time versus a regular, steady stream of quality content served to those same readers over a longer period.
Here are five recent campaigns, several of which are part of a series of sponsored content stories. For more examples and to learn about working with Postmedia Content Works, visit
www.postmediasolutions.com/solutions/content/.
Part of a four-part series promoting Quebec City as a vacation destination to Canadians in the Western provinces, this article focuses on the gastronomic delights that can be found in this historic city. By offering insider suggestions on some of the best places to eat in the city, we provided real value to readers. The addition of a fun quiz and interactive map added additional points of engagement and gave readers useful resources to plan their next trip. Other articles in the series focused on the city’s history, vibrant culture and hidden gems.
Read the content here: The Province x Alliance de l’industrie touristique du Québec
OLG's goal with this campaign was to tell the stories of Canadians who have won big with the lottery and remind readers that each ticket purchased could include the jackpot prize. In partnership with Content Works, stories of five OLG winners were told, recounting how often they played, how they found out that they won and what they felt when they scanned the winning ticket. Each article also unveiled what the winners planned to do with their prize, showing what a winning ticket can do for a player's life and community.
Read the content here: National Post x OLG
At the heart of Stone Creek Resorts’ master-planned communities is a commitment to preserving the natural landscapes and wildlife surrounding the Rockies, creating a unique blend of wilderness immersion coupled with modern luxury. Part of an ongoing monthly sponsored content series encouraging readers to discover the luxury residential property developments at Silvertip, this story takes readers on a journey through the genesis of Silvertip Resort and its evolution over the past 30 years. The campaign strategically targeted engaged readers and potential buyers through social media remarketing ads on Postmedia’s social channels, reinforcing brand awareness and driving meaningful engagement.
Read the content here: Calgary Herald x Stone Creek resorts
Smart appliances are increasingly popular and are an easy way to make our lives easier. This article for Tanguay, a Quebec furniture and appliance store, focused on how AI can be used to enhance functionality, personalization and user experience in everyday appliances. An interactive infographic was also included, to showcase five specific appliances that are equipped with cutting-edge technology to help simplify daily life.
Read the content here: Montreal Gazette x Tanguay
Viva Barrhaven is a retirement residence in Ottawa that runs regular sponsored content articles with Content Works. This most recent article highlighted an intergenerational program that brings Grade 7 students from a nearby school to the residence twice per week. Each student is paired with a resident to learn and write about the living history represented by the older generation. This "My Neighbour's Story Matters" program benefits both students and residents, bringing them together to learn about each other's lives.
Read the content here: Ottawa Citizen x Viva Barrhaven
