The Works by Content Works: May 2025

Sponsored content offers a unique opportunity to create your own narrative with compelling storytelling. No one tells a story quite as genuinely as actual satisfied customers do. Real people want to hear from real people.

Sponsored content that incorporates testimonials from your customer base can resonate more deeply with your target audience, as it shows what your business has done for your customers or what problem it has solved for those customers.

Testimonial-style sponsored content not only achieves brand awareness but can also cultivate brand loyalty along the way, keeping your business top of mind for readers.

With Postmedia Content Works’ custom content solutions, you can provide the testimonials, or our writers can interview your satisfied client to build a compelling story around that individual’s experience.

For more examples and to learn about working with Postmedia Content Works, visit www.postmediasolutions.com/solutions/content/.

ABCRC

As Alberta’s population grows, so does its consumption – and waste. With projections indicating 7.5 million Albertans by 2044, beverage container sales are set to rise significantly, placing increased demand on the province’s recycling infrastructure. This content piece serves as a foundation for the campaign, setting the stage for stakeholders in the ICI (Industrial, Commercial and Institutional) sector and the public to understand the challenges, opportunities and necessary innovations in beverage container recycling.

Read the content here: Calgary Herald x ABCRC

McDonald's Canada

Ahead of McHappy Day, McDonald’s Canada was looking to spread awareness about the new Ronald McDonald House in Halifax, which supports Maritime families with critically ill children. The approach to the story was to celebrate all the hard work that has taken place behind the scenes by dedicated McDonald’s Canada franchisees, crew members and guests throughout Atlantic Canada, including generous donations made every day in McDonald’s restaurants. The story was published and promoted on social channels across three Atlantic publications for maximum exposure: Chronicle Herald, The Guardian and the Telegraph-Journal.

Read the content here: Saltwire x McDonald’s Canada

 Ride For Dad/Prostate Cancer Fight Foundation

The Prostate Cancer Fight Foundation is the charitable arm of Ride for Dad, a motorcycle ride that takes place in various cities throughout Canada to raise funds for, and awareness of, prostate cancer. This is the 25th anniversary of the first Ride for Dad, and to date more than $43 million has been raised. Content Works produced six articles for this year's Ride (three in Ottawa, two in Kingston, one in Cornwall), spotlighting individuals who have been touched by prostate cancer and highlighting the history of the Ride.

Read the content here: Ottawa Citizen x Ride for Dad

 Township of Centre Wellington

In three 400-word stories, we focused on raising awareness about Centre Wellington – the largest community in Wellington County – highlighting the benefits of affordable ‘shovel-ready’ industrial land, financial incentives and turn-key concierge service available to businesses wanting to set up shop or expand. The first story featured insights and comments from Jefferson Elora Corporation’s Jacob Olszewski about how and why the tier-1 automotive supplier to Honda and Toyota chose the region to expand its production. In each story, the call to action directed readers to a landing page for the Township of Centre Wellington where they can get more information.

 Read the content here: National Post x Township of Centre Wellington

WestJet

In this campaign, WestJet Airlines wanted to share details of its expanded service to Europe from Halifax, with a doubling of flights and service to six markets. To inspire readers to think about booking a transatlantic flight, the story included an interactive destination guide infographic with information about must-see spots in each destination.

Read the content here: Saltwire x WestJet