One of the most important elements in our sponsored content process is the expert team of writers we work with.
We have connections with an impressive roster of writers throughout Canada who have proven success writing engaging content on every topic imaginable.
As soon as we start working with a client, our first step is choosing the perfect writer. They join the initial kickoff call to discuss the best angle for the content and work with the client to uncover the stories that help set them apart from their competitors.
No matter the topic or subject, we have a writer that will be a great fit. Our writers come prepared, do their research, conduct thoughtful interviews and most importantly, create interesting, well-written articles that appeal to our readers and let our clients tell their story and share their expertise.
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/.
City of Saskatoon Animal Services
For 10 years, the City of Saskatoon Animal Services team has partnered with the StarPhoenix to produce Pet Wellness, an annual guide promoting responsible pet ownership, featuring helpful information from local experts on a diverse range of topics. This sponsored content article helped boost readership of the online and print editions of the guide, and provided links to six of the 14 featured articles, as well as the Pet Wellness category page on the StarPhoenix site.
Read the content here: Saskatoon StarPhoenix x City of Saskatoon
Ritchie Feed & Seed
In this sponsored content story, readers learn about the aesthetic and environmental benefits of placing native plants in our home gardens. The story covers the top six reasons native plants are a great choice, while a short accompanying video embedded on the story page provides more educational value on the benefits of native plant recommendations from the experts at Ritchie Feed & Seed, ranging from trees to bushes to flowers. The story packs a punch in just 400 words, while the short video provides an additional touch point, accomplishing the mandate of creating more awareness around the advantages of choosing native plants.
Read the content here: Ottawa Citizen x Ritchie Feed & Seed
Sotheby’s International Real Estate Québec
In this latest article for Sotheby’s, we looked at the history of luxury real estate in Montreal and how the definition of luxury has changed as the market has evolved. With Montreal’s high-end condo market booming, we turned to the experts at Sotheby’s to tell us what buyers are looking for in luxury homes. The article was also accompanied by an infographic to give readers a visual overview of the top luxury amenities that buyers are looking for in 2024.
Read the content here: Montreal Gazette x SIRQ
Stone Creek Resorts
The new community of Mountain Tranquility at Silvertip is the first residential development on the resort in 15 years. This sponsored content story, the first in a series of 12, highlights the opportunity to build a legacy home amongst mountain vistas surrounded by nature, a renowned golf course and world-class amenities. As construction begins on the new development, there are only a limited number of homesites remaining. The story invites readers to learn more about “the art of mountain living” by visiting the dedicated website or arranging a private tour of the development.
Read the content here: Calgary Herald x Stone Creek Resorts
Viatris
For women over the age of 50, putting on weight and having less energy could be dismissed as simply a natural part of getting older. But these are also common signs of hypothyroidism – something that Viatris wanted to highlight in a piece of sponsored content. Their goal was to raise awareness of these often-overlooked symptoms and encourage those experiencing multiple symptoms of hypothyroidism to consider them holistically when talking to their health-care provider (HCP). By including quotes from Dr. Ronald Goldenberg, an endocrinologist at LMC Diabetes & Endocrinology, we were able to break up the information-heavy sections with reinforce the credibility of the health information in the piece. We also talked about the role of the thyroid in regulating the metabolism, how thyroid function is tested and provided a link to a self-assessment to help readers assess their symptoms and prepare for a chat with their HCP.
Read the content here: Healthing x Viatris
For more examples and to learn about working with Postmedia Content Works, visit www.postmediasolutions.com/solutions/content/.
