Storytelling that pays: Inside the Branded Content Project
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Storytelling that pays: Inside the Branded Content Project
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About this listen
Episode description / show notes:
In our debut episode of Keep It Local, host Ryan Welton sits down with Shannon Kinney, founder of Dream Local Digital and longtime LMA collaborator, to unpack the power of branded content — storytelling that builds audience and revenue.
They discuss:
- What branded content is (and isn’t)
- How it creates value for both advertisers and audiences
- Real-world success stories from local media companies
- How the Branded Content Project is helping newsrooms generate sustainable revenue
- Why alignment between editorial and sales is essential
- The value of trust, transparency, and utility in content strategy
🚨 Plus: Shannon shares how media companies can join upcoming Branded Content Project cohorts, tap into free training, and get support through hands-on boot camps and case studies.
📍 Mentioned in this episode:
- BrandedContentProject.com – Resources, case studies, and cohort info
- LocalMedia.org – More about the Local Media Association
- DreamLocal.com – Shannon Kinney’s agency helping 75,000+ businesses grow online
🎧 If you enjoyed this episode, leave a review and share it with a newsroom leader or journalist you know!
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