On the Keep It Local podcast, Dream Local Digital founder Shannon Kinney shared practical, proven insights on how branded content is helping local newsrooms grow revenue, deepen community ties and sustain journalism in the digital age.
Here’s what stood out — and why every media organization should be paying attention:
1. Branded content is storytelling — not just advertising
Shannon Kinney, founder of Dream Local Digital, emphasizes that branded content should feel like journalism. It informs, entertains or inspires while being backed by a brand.
2. It’s in journalism’s DNA
From soap operas to sponsored print columns, Shannon points out that media has always found ways to blend business and storytelling. What’s new is how intentional and effective it’s become.
3. Done right, it builds trust — not destroys it
According to Shannon, transparency is key. Well-labeled, audience-first branded content can enhance a newsroom’s credibility rather than erode it.
4. Local businesses want in
Shannon sees local businesses eager for deeper storytelling opportunities that help them connect with the community — and branded content delivers that in a way display ads can’t.
5. It’s a revenue engine
She reports that branded content is one of the fastest-growing digital revenue sources in local media. High-margin, repeatable and scalable.
6. Audiences actually like it
When branded content is relevant and valuable, Shannon says audiences often prefer it to hard-sell advertising — especially if it solves a problem or teaches something useful.
7. Success requires a united front
Shannon stresses this isn’t just a sales initiative. Editorial, marketing and leadership must collaborate and embrace branded content as a core business function.
8. There’s a playbook — use it
Shannon works with the Branded Content Project (a Local Media Association and Local Media Consortium initiative) to provide guides, pricing strategies, and case studies — free at brandedcontentproject.com.
9. Bootcamps are helping newsrooms scale fast
Four new cohorts — including a “Cash Camp” — are helping publishers launch and grow their programs in just 12 weeks, with training and support built in.
Sign up for the Branded Buzz to learn more.
10. You don’t have to guess anymore
Shannon’s core message: There are proven systems, training and a national community of practitioners. You’re not starting from scratch.
🎧 Listen to this full episode of Keep It Local on your favorite podcast platform (YouTube | Spotify | Apple), 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.