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  • Jerry Raehal

Introducing LPA Brand Content Studio: Content Generation plus Reach

You have likely heard the saying, "If a tree falls in a forest and no one is around to hear it, does it make a sound?"

Similarly, if you have content on your site but few people see it, does it really meet your needs?

It's a problem many businesses face when it comes to reaping the many benefits of content generation. It takes time and money to do it and do it well, but a limited audience means a resource wasted.

Enter the LPA Brand Content Studio: Content Generation with Reach.

The Studio is a new project from the Louisiana Press Association and its newspaper media members. After all, who better to write and deliver your content than the companies who have been doing it better than anyone else since the country’s inception.

The Reach Difference

Oftentimes, those who develop content are limited in their reach via traffic to their site (which for most companies is not high), and social media, which often means paid posts.

With LPA Brand Content Studio, reach includes the content developed by a third-party journalist, which you can place on your site, but also on the selected newspapers' websites, in their print products and on their Facebook feeds.

It's Reach plus Trust

Newspapers are the most trusted medium there is, so when your content appears there, it means more to the reader. Plus, you reach a multi-channel audience.

In Louisiana, print readership remains strong with more than 1.1 million readers weekly, with a heavy readership reach in the mid-size to smaller communities.

Online readership now outpaces print readership, with 2 million residents heading to newspaper websites weekly.

Few companies, if any, can match the organic reach - 1.7 million - that Louisiana newspapers have on social media.

What is Brand Content?

Brand Content -- also called sponsored content or native advertising -- is a type of integrated advertising that promotes a service or business while matching the form and style of the content around it in story form.

The ad should look and feel like natural content, providing readers with useful and relevant information that they want to consume.

There are two traits common to all Brand Ads:

  1. Disclosure language indicates that the ad content is “sponsored” or “promoted.” Indicating that Brand ads are paid content is incredibly important, given the potential consumer backlash for blurring the lines between editorial and sponsored content and regulations by the Federal Trade Commission.

  2. All Brand ads share an aspiration for a less-interruptive form of advertising.

It is not an advertorial!

Brand Content is a story and not a product push. Brand Content is:

  • in the same style and format as the editorial content of the publication or website,

  • written by a professional, third-party journalist,

  • empowers consumers with information instead of being inauthentic,

  • does not contain a call to action in the content itself,

  • clearly labeled “sponsored,”

  • the advertiser’s name is included after “sponsored by.”

  • in printed publications, there is no border around a Brand article.

Advertorial is:

  • labeled as “Paid Advertising,”

  • content is provided by the advertiser,

  • the advertisement is boxed,

  • the format of the advertisement should NOT match the format of editorial content,

  • it often pushes a specific product or service,

  • it often includes a logo and a call to action within the story.

To learn more:

If you would like to learn more about the LPA Brand Content Studio, click here to contact us or call 225-351-0702

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