How to make branded content work for your newsroom

Branded content, sponsored content, paid-for content, partner content: the term varies, but the reality is the same. It means that commercial companies have paid a news organization to produce or publish content, typically either about the sponsor or a solution they bring to their industry.

At Newsrewired, we looked at two very different models on how to do this. You can either have a very arms-length relationship with your sponsors, or go the other way and involve them closely in the process.

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