Describe your initiative, what you see as the strongest elements of your program, and what makes it unique:
The Seattle Times has proven itself as a trusted and credible voice and community leader — attracting an influential audience that advertisers want to reach. Our local expertise and knowledge of our audience (and like minded audiences), positions us to best write content for our advertisers that effectively resonates with our readers while creating brand affinity, recognition and loyalty for our advertisers. We believe the association with our brand, paired with 123 years of storytelling experience makes us effective and unique.
Branded content is an important revenue opportunity for media groups and advertisers because …
of the immediate and ongoing need and interest. Branded Content leverages the media’s storytelling expertise while meeting the advertiser’s need to speak to their audience in an engaging and inviting way. By rewarding both audiences with information that is valuable we all play a part in shifting the way brands are engaging with their audiences and create and sustain a new revenue stream along the way.
The aspect of the Branded Content Project Beta Group that excites us the most is …
Growth through collaboration with other organizations and publishers. We are thrilled to share what has been effective for our agency, learn from our peers, test new ideas and tactics while raising the bar nationwide along the way!
We hope to learn [fill-in-the-blank] through the Branded Content Project:
Effective amplification techniques, creative sales strategy and collateral construction and innovative storytelling and distribution ideas.
If a media organization were just starting to sell branded content, we would tell them …
Keep at it! Focus first on what you do well, and what comes naturally for your organization and build from there. Might that being storytelling, amplification or audience engagement – this space will only continue to evolve and grow from here!