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, consideration, conversion and loyalty.
While time-sensitive sponsored content can be very effective (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 campaigns that matched client goals with audience expectations to offer a valuable, engaging story to readers. For more examples and to learn about working with Postmedia Content Works, visit www.postmediasolutions.com/solutions/content/.
%20copy.jpg?width=1000&name=%E2%94%AC%E2%8C%90%20Algarve%20Tourism%20BUreau%20-Lagos%20(1)%20copy.jpg "© Algarve Tourism BUreau -Lagos (1) copy")
Canadian winters can sometimes feel never-ending and an escape to the sun is a dream for many of us. While heading down south is always popular, there are fantastic European destinations that offer sun, fabulous food and diverse culture, just an easy flight away. In this second story of a three-part series, we worked with Air Transat to showcase the stunning Algarve region. Offering over 300 days of sun a year, we focused on the stunning nature, the beautiful beaches, the history and culture and the delectable culinary experiences available in the region, encouraging readers to book their next trip to the Algarve with Air Transat.
Read the content here: National Post x Air Transat
The Chamber of Marine Commerce released their policy wish list for 2025 and wanted to make the public aware of their recommendations for the changing administrations, both in Canada and the United States. Working with Content Works, a 750-word article was created to educate our readership on the importance of marine shipping, the impacts that both governments can have on the industry and how Canadian businesses are affected by policy changes. The story also recommended action to protect Canadian interests and ensure the industry's continued success.
Read the content here: National Post x Chamber of Marine Commerce
The City of Calgary wanted to share news of the success of its program to convert vacant downtown office towers into hotels and apartments. In this article, we shared background on the program and highlighted what’s new through interviews with the city and the involved developers. We also included an interactive infographic to highlight some key numbers from the program.
Read the content here: Calgary Herald x City of Calgary
The 54th Annual JUNO Awards season is an exciting time for music fans across the country, and this custom sponsored content story helped generate buzz and awareness ahead of the March 30 event. Focusing on pop-punk legends Sum 41, the article leveraged the fact that the band will be inducted into the Canadian Music Hall of Fame and that the March 30 event will be the last time fans can see the band perform, as the group is retiring after this final performance. The story featured quotes from an interview with the band’s guitarist, Dave “Brownsound” Baksh, who reflected on some of the band’s most colourful moments over the decades.
Read the content here: National Post x The JUNO Awards
During the winter, the St. Lawrence Seaway closes to marine traffic but remains a hub of activity as extensive winter works upgrades are completed. A sponsored content campaign by Postmedia Content Works on behalf of The St. Lawrence Seaway Management Corporation took readers behind the scenes to learn about the infrastructure improvements which help ensure the Seaway continues to be a safe, efficient and reliable transportation route.
Read the content here: National Post x St. Lawrence Seaway Management Corporation
