The Works by Content Works: Q1 2026

The landscape of branded content has shifted dramatically over the past few decades. What once lived exclusively in print has evolved into dynamic, multi-platform storytelling designed to meet audiences where they are — across web, mobile, video and social. Today’s branded content is more immersive, more targeted and more creative than ever before.

At Content Works, we’ve evolved right alongside this transformation. Our approach combines journalistic storytelling with data-informed strategy and modern formats that support both brand messaging and audience engagement. It’s not about selling — it’s about creating real value for the reader.

Bristol Myers Squibb Canada

Hypertrophic cardiomyopathy (HCM) is a genetic disorder that affects about 1 in 500 Canadians and causes the heart muscle to thicken abnormally. To help Canadians recognize symptoms of HCM (which can be easily overlooked) Bristol Myers Squibb (BMS) Canada worked with Healthing to develop a disease awareness story featuring the lived experience of someone diagnosed with the condition in middle age. Both a respected cardiologist and the co-founder of the HeartLife Foundation were also interviewed to lend medical credibility to the piece. BMS wanted to pursue a provincial approach to HCM awareness (starting in Alberta) so the content was hosted on both the Calgary Herald and Edmonton Journal. Readers were driven to CouldItBeHCM.ca for more information and resources, like a symptom tracker discussion guide for talking to their doctor about HCM.

Read the content here: Edmonton Journal x Bristol Myers Squibb Canada

Flight Centre

Showcasing Flight Centre’s newest travel package, “Japan’s Southern Soul”, this sponsored content story introduces the hidden gems in Kyushu that adventure seekers can expect to experience on the seven-day itinerary. Taking readers through the immersive travel experience, the article also features quotes from a travel expert with Flight Centre who recently toured the area, lending credibility and authenticity to the content. Timing on launching this content in February was key, as it coincided with a crucial window of time where travellers are considering their options for late spring/early summer experiences. The CTA at the end of the article also pointed to promotional pricing available for specific travel dates.

Read the content here: National Post x Flight Centre

Marketplace Events

Content Works created three content hubs for Marketplace Events, supporting the Edmonton, Calgary, and BC Spring Home + Garden Shows and hosted respectively on the Edmonton Journal, Calgary Herald, and Vancouver Sun. Each hub served as a dedicated digital destination featuring a curated blend of editorial coverage and sponsored articles aligned with the Shows’ key themes. Content highlighted top exhibitors, renovation and décor trends, expert advice and practical tips tailored to each region. By combining branded storytelling with trusted newsroom journalism, the content hubs delivered consistent pre‑show and event‑time promotion, strengthened visibility for Marketplace Events and drove strong reader engagement and interest across all three markets.

Read the content here: Vancouver Sun x Marketplace Events

The JUNO Awards

The people behind the JUNO Awards want to promote the annual Canadian music extravaganza with several pieces of content promoting the broadcast, which occurs March 29 in Hamilton. The promotional content package includes a story written by Content Works plus four supplied stories and a video from the JUNO Awards. All the material is displayed on a custom category page.

Read the content here: National Post x The JUNO Awards

Thunder Bay Regional Health Sciences Foundation

The Thunder Bay Regional Health Sciences Foundation wanted to encourage ticket sales for their fundraising Thunder Bay December 50/50 lottery by sharing a story about a couple from Hanmer, ON who won a previous big jackpot. What was interesting about their story was that their friends who lived four streets away won the big jackpot in the September lottery. "There must be something in the water," one of the winners said.

Read the content here: National Post x Thunder Bay Regional Health Sciences Foundation