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McClatchy Brand Storytelling

Tell Your Story in Trusted, High-Engagement Environments

Brand storytelling connects your message with audiences through content and video experiences that inform, engage, and hold attention. McClatchy helps brands share stories through sponsored content and premium display, native, and video placements across our digital network.

Why Choose McClatchy for Your Brand Storytelling

High-Engagement Native Environments

Sponsored content and native placements appear alongside editorial content, allowing audiences to discover brand stories in the same environments where they already spend time reading and exploring topics of interest.

Strong Video Network Reach

McClatchy’s premium video network supports brand storytelling through sight, sound, and motion, making it easier to communicate complex ideas and capture attention through video.

Trusted Context Alongside Journalism

Brand stories run within trusted local news and information environments, helping brands communicate in settings that audiences already rely on for credible content.

We have a wide range of marketing solutions at our fingertips.

We've tailored our offerings to drive results by maximizing media across right-sized campaigns, using only proven tactics deployed by a team of experts, that deliver unmatched service.

Our Solutions
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What is Brand Storytelling?

Sponsored content gives brands the opportunity to communicate through well-crafted articles and videos placed alongside content audiences already love. Rather than relying on brief ad messages, sponsored content allows brands to explain ideas, share expertise, and tell meaningful stories.

That content is published across McClatchy’s premium display, native, and video networks, extending visibility beyond a single channel. As a result, sponsored stories stay in front of audiences as they continue reading, browsing, and watching related content. These formats also:

  • Build trust through context-driven content
  • Allow for deeper explanation than standard ads
  • Encourage longer engagement and interaction 

Storytelling Formats

Brand storytelling is most effective when format, placement, and audience are decided together. McClatchy offers multiple ways to bring your stories to life through sponsored content and premium display networks. These formats provide brands with the flexibility to convey ideas clearly, reinforce messages across various placements, and remain visible as audiences engage with related content.

Sponsored Content

 

Sponsored content gives brands space to tell a fuller story through articles built to inform, explain, or educate. Brands often use sponsored content to explain complex services, introduce new offerings, share expertise, or provide helpful information tied to the topics readers are already engaging with. This format allows audiences to spend more time with a message, rather than scrolling past it.

Premium Networks

 

McClatchy’s premium display, native, and video networks help extend the reach of brand stories beyond a single article or video. These networks distribute assets across McClatchy’s digital properties, which keeps messages visible as audiences move between content.

Premium networks are commonly used to support sponsored content and video storytelling by reinforcing key messages, increasing exposure, and maintaining consistency across placements.

Premium Placements

 

Brand storytelling can appear in high-visibility placements across McClatchy’s properties, including article pages, section fronts, and video environments. These placements allow stories to be discovered naturally as audiences read, watch, and explore related content.

Your Brand. Our Expertise.

If you're exploring how content and video can support your marketing goals, a consultation can help clarify the right mix of storytelling formats and placements. McClatchy’s team can walk through options based on your objectives, timelines, and available resources.

How To Develop A Sponsored Content Campaign

A sponsored content campaign works best when it feels relevant to the audience and natural within the environment where it appears. That requires understanding who you want to reach, what you want the content to accomplish, and where it should be published so it aligns with how people already consume information.

Identify Your Target Audience

Demographics

Define key audience characteristics such as age range, location, income level, or household makeup. 

Interests and Topics

Identify the subjects your audience actively engages with, such as lifestyle, business, travel, or local interests.

Behavioral Patterns

Understand how your audience consumes content online, including where they spend time and what formats they prefer.

Set Clear Objectives

Brand Awareness

Introduce your brand and explain what you offer in a way that builds familiarity and recognition over time.

Lead Generation

Encourage audiences to take a next step, such as requesting information or signing up for updates.

Sales Support

Use content to educate audiences and support purchase decisions by clearly explaining products or services.

Find the Right Partner

Influencers

Work with voices that naturally align with your audience’s interests and can share content in a credible way.

Industry Experts

Collaborate with professionals who can add context, insight, or expertise related to your offering.

Communities

Place content in communities where your target audience already gathers to read, learn, and explore topics.

Choose the Right Platform

Social Media

Use social platforms to support discovery and visual storytelling that encourages engagement.

LinkedIn

Use LinkedIn to reach professional audiences with industry- or business-focused content.

Blogs and Websites

Use sponsored articles on trusted sites to share longer-form content and detailed explanations.

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Extend Storytelling With Premium Targeting

Brand storytelling can be paired with McClatchy’s Premium Audiences and Premium Audience Data to target individuals based on their content engagement and reading behavior. This allows storytelling campaigns to be delivered to audiences who are already interested in related topics.

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Turn Today's Engagement Into Tomorrow's Leads

For campaigns focused on demand generation, brand storytelling can support lead capture through Next Leads. Content and video experiences help educate audiences before inviting them to take the next step.

Want to know more about our audience?

Learn More About Our Reach
Testimonials

What Our Customers Say

We changed our partner a year ago and during that time our sales increased 18% in 2020 and 60% in 2021 . . . McClatchy's team was and still is a valuable catalyst in our multi-pronged marketing program to make that happen.

McClatchy Client
Founder

Our McClatchy marketing strategies have become our #1 source for leads - what a great ROI!

McClatchy Client
Multi-Market / National

We noticed an immediate uptick in web traffic and engagement with the campaign launch. Access to the dashboard and monthly reports provide invaluable analytics to quantify results. We were excited to recently renew our contract with McClatchy.

McClatchy Client
South Carolina

Over the years, we’ve built a strong relationship with the McClatchy digital team. They are just as dedicated to a campaign’s success as we are. The team takes the time to get familiar with the complexities of the services that we are promoting and offers valuable market research. In turn, that helps us develop creative solutions and ensure we’re reaching our target audience.

McClatchy Client
North Carolina
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Frequently Asked Questions

 

Sponsored content is a form of advertising where your brand's message is integrated into editorial-style content on trusted media platforms. It helps build brand credibility, expand reach, and spark engagement in a format that feels organic to readers. This approach enhances brand recognition and customer trust by aligning your message with content audiences already value.

McClatchy offers a variety of sponsored content formats, including:

  • Video Content like product spotlights, explainers, or customer stories
  • Native Articles that match the look and feel of editorial content
  • Branded Features that weave your messaging into storytelling formats

These content types are designed to connect with audiences across devices and platforms.

Successful sponsored content begins with audience insight—understand who you’re targeting and what they care about. Define your goals (brand awareness, lead gen, etc.), choose the right channels for distribution, and partner with trusted creators or media outlets. McClatchy can help guide content creation and placement to ensure alignment with both platform tone and audience behavior.

Partnering with McClatchy gives your brand access to high-authority media platforms and an experienced content team. We create native-style content that aligns with reader interests while delivering your message in an authentic, trusted format. Our approach strengthens brand recall, supports audience trust, and drives meaningful engagement across the customer journey.

It’s easy! Just click the ‘Schedule a Meeting’ button found on any page of our website, or follow this link. Once we receive your request, one of our specialists will reach out to set up your personalized consultation. During this session, we’ll dive into your business goals and explore how we can help you grow.

Tell a Story That Audiences Want to Engage With

Brand storytelling helps brands communicate clearly, build understanding, and create meaningful engagement through content and video experiences. McClatchy offers multiple ways to support storytelling through sponsored content and premium digital networks.