Storytelling has always been the heart of journalism — and it turns out it’s also the future of advertising. In the debut episode of Keep It Local, Local Media Association Digital Content Coordinator Ryan Welton sat down with Shannon Kinney, founder of Dream Local Digital, to talk about how branded content is becoming a sustainable revenue engine for media companies of all sizes.

Branded content — also called sponsored content or native advertising — isn’t new. From old-school advertorials to the original radio soap operas, the idea of businesses sponsoring storytelling is part of media’s DNA. What’s new is how strategic and effective it’s become when done right.

What is branded content (and what it isn’t)?

Branded content isn’t traditional journalism, but it is storytelling. It’s content created for or in collaboration with advertisers that still provides value to the audience — whether that’s through education, entertainment, or inspiration.

When executed well, branded content doesn’t compromise editorial integrity. Instead, it adds utility and relevance to a site’s offerings. It could be as simple as “5 things to do when your check engine light comes on” — sponsored by a local dealership — or a full-blown travel section underwritten by local tourism partners.

Why it matters

Branded content is already one of the fastest-growing forms of digital revenue. Shannon noted that interest in the Branded Content Project — a joint initiative by the Local Media Association and Local Media Consortium — has exploded in recent years.

Some media companies are using it to:

  • Attract national advertisers they previously couldn’t reach
  • Build deeper relationships with local businesses
  • Create high-margin revenue that supports newsroom operations

And the audience? In many cases, they prefer this kind of content — especially when it’s transparent, useful, and thoughtfully done.

Who needs to be involved

Branded content isn’t just a sales product. Shannon emphasized that success requires full organizational alignment. Editorial, sales, marketing, and leadership all have to be on the same page. Everyone should understand that branded content, when clearly labeled, can support journalism rather than compete with it.

Cohorts within the Branded Content Project help teams with everything from pricing and packaging to pitching and production. Resources and case studies are available at BrandedContentProject.com, even if you’re not part of the cohort.

What’s next

Four new Branded Content Project cohorts are launching, including the current “Cash Camp” focused on actionable strategies to launch and scale branded content programs. Organizations accepted into these 12-week bootcamps receive training, coaching, go-to-market strategies, and fulfillment support.

The takeaway? Local media companies don’t need to guess their way through this. The resources exist — and they work.

Final thoughts

Branded content isn’t a compromise. It’s an opportunity. When done right, it supports your newsroom, builds trust with your audience, and generates the revenue you need to thrive.

If you’re curious about how to make branded content part of your business model, start with the Branded Content Project and connect with the Local Media Association. We’re here to help you keep it local — and keep it sustainable.

🎧 Listen to the full episode of Keep It Local on your favorite podcast platform (Spotify | YouTube), or visit LocalMedia.org for more insights.

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.