To support local businesses in crafting effective and engaging sponsored articles, we’ve put together a list of best practices that will help your content stand out and encourage meaningful interactions with our audience.
Creating sponsored content that resonates with a local audience requires a thoughtful approach. Rather than focusing solely on promotion, the most impactful articles weave storytelling, community engagement, and genuine connection into their narrative. By highlighting the people behind an organization and showcasing its positive impact on the community, these articles not only engage readers but also build trust.
Focus on Storytelling Over Promotion
Emphasize a narrative that connects with readers. Rather than directly promoting products or services, tell stories about the people, values, or community impact behind the organization. For example, highlight an employee’s journey, a local initiative, or a community project that the organization supports.
Include Authentic Voices
Use quotes and insights from real people in the organization or community—such as employees, leaders, or beneficiaries. This human element makes the article feel genuine and relatable.
Showcase Community Involvement
Detail any contributions or partnerships the organization has within the local community. Readers appreciate knowing how businesses support and improve their area, so focus on positive impacts that show the organization’s commitment to the community.
Include Calls to Action
End the article with a clear, relevant CTA to guide readers on how they can engage. This could include:
- Event Attendance: Invite readers to attend an event the organization is hosting or supporting.
- Volunteer Opportunities: Mention ways the community can participate or volunteer in initiatives.
- Contact Information: Provide a link or contact details if readers want more information or to get involved.
- Social Media Links: Encourage readers to follow the organization for updates on community efforts.
Focus on Educational or Informative Value
Include helpful information or tips related to the organization’s expertise, or local resources. Articles with a takeaway for readers are generally more engaging and encourage them to take the next step.
Use High-Quality Visuals
Include professional photos or videos that add depth to the story. Images of team members, events, or local scenes can make the content feel welcoming and relatable.
Keep Language Conversational and Accessible
Write in a friendly, approachable tone that aligns with local news. Avoid jargon and formal language; aim for a conversational style that feels engaging and authentic.
By following these guidelines, your team can create a sponsored article that resonates with our readers and highlights your organization’s impact on the community. However, if finding the time to craft the article feels challenging, we’re here to help. Our team of skilled reporters can step in and use these guidelines to create a compelling piece on your behalf, ensuring your message connects authentically with our audience while saving you time. To get started contact Jason Hugg, Director of Advertising Sales at jason@berksweekly.com or 610-741-8518.