Special Sections: The Secret Sauce for Sponsored Success

Media companies of all sizes say that special sections offer a unique opportunity to engage readers and attract advertisers. Our recent webinar explored how these special sections—ranging from financial to senior living to mental health to travel content—drive revenue and provide exceptional value for both publishers and sponsors.

Special sections, similar to old print specials, are now evolving into digital formats that provide a distinct sponsorship opportunity. These sections allow companies to sponsor content that speaks directly to their target audiences, with a level of detail, engagement and authenticity that traditional advertising lacks.

Two Key Content Examples: Mind Matters and Travel

Caitlin Montoya, Vuepoint Advertising Content Director, discussed the growing demand for mental health-related content, particularly in the aftermath of the pandemic. 

“We’ve seen a lot of custom content orders coming in related to mental wellness,” she said. 

That’s why Vuepoint, in partnership with The Branded Content Project, created the “Mind Matters” special section. The content focuses on mental health, self-care tips, resources and more. Mental wellness is an area that many companies—from tech to financial to health care—are eager to support, especially as workplace mental health initiatives gain importance.

Meanwhile, the "Travel Time" series taps into the resurgence of travel interest post-pandemic. It, too, is in response to the growing demand for custom content related to travel. The section covers destination spotlights, travel hacks, and seasonal travel recommendations—content that is engaging and highly shareable. It’s ideal for a wide range of potential sponsors, such as airports and airlines, state visitor bureaus, hotels and cruise lines, even retirement communities! 

We designed both sections to create quality, easily digestible content that resonates with the audience while providing advertisers with the tools they need to stand out. 

“If the audience is a travel-focused audience, or if the audience is a mental health-focused audience, then the companies that really want to get in front of those specific audiences are your target,” said Jarrett Shaffer, founder of Viewpoint Advertising.

How to Build and Sell Sponsored Content Sections

Building a successful special section is a straightforward process that involves understanding your audience, creating urgency, bundling assets, and creating a section front on your website that showcases the content and how advertisers can sponsor it.

“Think about it like selling the Happy Meal, not just a hamburger,” Shaffer said, adding that publishers should bundle additional assets, such as email newsletters and social media posts, to create a compelling offer for potential sponsors. 

He also emphasized the importance of exclusivity: “Exclusivity and launch dates really create that sense of urgency.”

It’s also important to note that these content opportunities aren’t limited to digital platforms. 

“The Denver Post, for example, has integrated these special sections into print as well,” Shaffer explained. 

Print offers an additional layer of value for sponsors who want to reach a more traditional audience, further enhancing the scope of a special section.

Real-World Success Stories

Many publishers have successfully implemented these strategies. The Denver Post’s “Healthcare 411” section, for example, showcases a healthcare network that uses content to position itself as a powerful thought leader in the Denver market. It’s another example of how, by partnering with trusted local publishers, advertisers gain credibility and access to an engaged audience.

Sonny Messiah Jiles, CEO of the Houston Defender, demonstrated how her team effectively integrates sponsored content with the site’s existing editorial, offering a seamless experience for both readers and sponsors.

“It’s a beautiful setup,” said Julia Campbell, founder of The Branded Content Project, highlighting the value of attractive and easy-to-navigate special sections.

Tools to Get Started

The Branded Content Project team makes getting started with sponsored content easy. 

You can get access to six free Travel Time articles and six free Mind Matters articles to build a special section that you can show to advertisers. Remember, creating a sense of urgency is vital—tell a potential sponsor you’re showing the content to their competitors and whoever signs first gets it. To get your free articles, simply fill out this form, and we’ll send you the link. 

You can also access free pitch decks and email templates on The Branded Content section of the Vuepoint website. 

Ultimately, special sections are a powerful tool for content-driven revenue. As Shaffer emphasized, “The more you do this, the better you get.” By offering tailored content for your audience, building strategic partnerships with advertisers, and continually refining the process, publishers can achieve long-term success with special sections.

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Need help crafting your own special sections?

Drop an email to julia@brandedcontentproject.com and let's find a time to talk!

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by BCP staff.