Creating Sponsorable Content with Melanie Deziel

When it comes to content, we often focus too much on the format, and not the actual message. instead, determine what you’re saying first. Then figure out how to best say it. The “how” drives the format and where you’ll publish.

Brand-sponsored content is being created in collaboration with or on behalf of a brand that wouldn’t be created otherwise. They are leveraging your trust, so find overlap between what the brand wants to say and what your audience wants to hear.

When writing headlines, remember they are a formula. Ask “What’s the purpose of this headline,” or put differently: what is this content doing? That should help you determine the type of headline to write.