Branded content, sometimes called sponsored content, is a form of storytelling paid for by the advertiser. Branded content is created either by the advertiser (client-provided) or the agency’s professional team (custom), and is often produced on a publisher site. At LEE ENTERPRISES, POWERED BY AMPLIFIED DIGITAL AND BRAND AVE. STUDIOS we offer access to media properties in 77 markets throughout the United States.

The primary goal of branded content is to showcase a brand’s attributes in a way readers or viewers will enjoy, whether through education or entertainment. Each piece often promotes a part of the brand’s story. Unlike news reporting, with branded content the brand has control over the messaging and approves the final draft before it goes live. Additionally, the brand owns the content and can reuse it on their own site if they wish.

A huge benefit of branded content hosted on a publisher site is that Google ranks our publisher sites higher because they are respected news sites. Therefore, stories appearing on our sites have higher views than content housed on a brand’s site with less traffic. Additionally, content on a publisher’s site casts a wider readership net — adding the publisher’s audience — rather than only reaching those who frequent the brand's site already.

Branded content has a variety of forms, including:

For the most eyes on your content, LEE ENTERPRISES, POWERED BY AMPLIFIED DIGITAL AND BRAND AVE. STUDIOS can create native ads and a distribution plan targeted to your demographic and geographic needs. We also will analyze viewership data during the course of the campaign and recalibrate as needed to help you reach your content goals.

For more information about how you can best utilize branded content as well as see some of our award-winning work, please visit our branded content agency site, BRAND AVE. STUDIOS, at