The Works by Content Works: July 2024

Earlier this summer, we took some time to dig deep into what makes a successful sponsored content campaign. As a team, we’re always looking for ways to improve our own work and provide more value for the brands we collaborate with and the readers who consume our content.

Here are some of the key takeaways we found:

Subtle brand integration is the most effective approach: ​Subtly incorporating brand values into the narrative, without overtly focusing on the product, reinforces positive brand association.

Story-driven campaigns create the most interesting content: Beyond just compelling visuals and narratives, the most effective campaigns leverage the power of storytelling to create a journey for the audience. ​

Immersive elements are an important tool: Immersive formats, such as interactive articles, audio and video content can significantly increase audience engagement. They provide a richer and more interactive experience compared to traditional formats.​

Every month, we work with advertisers across Canada to create impactful content that combines our expert storytelling with their marketing goals to create content that resonates with readers. 

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/. 

Alberta Blue Cross

Healthcare coverage while travelling within Canada varies based on your home province’s health insurance plan, and certain expenses may not be covered while travelling outside of your province. We worked with Alberta Blue Cross to explore this topic, amplifying the story of Edmonton high school teacher Brian Hnatiw. Beyond Brian’s personal challenges associated with travelling as a wheelchair user, we discussed relevant statistics (e.g. cost of ambulance fees when not covered) and how you can be prepared as a traveller.

Read the content here: Calgary Herald x Alberta Blue Cross

American Express Canada

This 750-word sponsored content story promoted AMEX's new summer campaign, "Shop Small": an invitation to readers across the country to support local businesses in their day-to-day shopping and dining experiences. The story introduced AMEX's newest shopping local tool, AMEX Maps, which allows readers to look for local businesses in their area that accept American Express payments. The story also showcased three restaurants, providing context and enticing readers to find hidden gems like these in their neighbourhoods.

Read the content here: National Post x American Express

Cimetière Notre-Dame-des-Neiges

The Notre-Dame-des-Neiges cemetery is a tranquil place for both those resting there and loved ones visiting. It's also a key area for the city's biodiversity, with many different species of trees found onsite. To share this message, the cemetery worked with Content Works to produce an article detailing its importance to both the local community and the environment. Its eco-friendly burials in Remembrance Grove were featured, showing this option as a poetic and beautiful way to commemorate the memory of someone who has passed: a new life after death.

Read the content here: Montreal Gazette x Cimetière Notre-Dame-des-Neiges

Discover Saskatoon

Discover Saskatoon partnered with Postmedia Content Works to kick-off the first-ever YXE Urban Games, an event unlike any other in the city's history. The sponsored content campaign reached out to readers both online and in print to create awareness and excitement about this unique event, which is a fusion of new generation sports, urban art and cultural expression.

Read the content here: Saskatoon Star Phoenix x Discover Saskatoon

St. Catharine's World Rowing

The Mega Worlds Championships returns to St. Catharine's this year after 25 years, and the Mega Worlds Fan Festival aims to bring the best of the sport and local talent to rowing fans. St. Catharine's World Rowing partnered with Content Works to promote their festival. On top of revealing what's in store, the article also featured interviews with local artists who will perform to give readers insight into what it means to play at this event.

Read the content here: National Post x St. Catharine’s World Rowing