Every media organisation should have its own division dedicated to creating branded content.

Federico Ehrenfeld, an Argentina-based branded content strategist, describes branded content as content produced or co-produced by a brand that informs, entertains, inspires, and/or educates a target audience.

Typically, the primary goal is to promote a client’s purpose, values, or thought leadership.

Branded content represents a lucrative opportunity

In a landscape where the rise of AI chatbots are decimating traffic to news Web sites and many consumers balk at paywalls, media outlets need to unlock more revenue streams, Ehrenfeld told attendees at the recent INMA Latin American Conference.

Getting paid by corporate and government clients to create sponsored articles, videos, and podcasts is a promising revenue opportunity for the media business. Branded content is so valuable that it has become an essential component of almost every media company’s business model. 

“In 2025, it’s very hard to find a media outlet that doesn’t have a branded content unit,” Ehrenfeld said.

Besides offering critical sources of revenue, branded content can also bolster a media company’s global respect and notoriety through outputting high-quality work. 

Ehrenfield brought up the example of T Brand Studio, The New York Times’ branded content outfit, and their partnership with the Netflix program Orange Is the New Blackon a campaign that dealt with the condition of incarcerated women. 

This collaboration drew much publicity and praise, even winning an award from Cannes Lions in France. “It is a very high prestige event, and it was the first time the media won an advertisement award for branded content,” Ehrenfeld said.

When done right, branded content is more than just an advertisement. It can stand on its own as an independent creative work that brings great value to consumers. 

News companies have tremendous experience in crafting informative articles, beautiful graphic design, and high production videos. These skills can carry over seamlessly to creating engaging branded content that feel less like commercials to skip as soon as the chance arises and more like true pieces of art. 

“Their work is mind-blowing,” Ehrenfeld said of T Brand Studio’s content. “The work that they carry out is not only high-value content but a visual work.”

Strategies for building a strong branded content arm

After selling the audience on the immense benefits of investing in branded content, Ehrenfeld gave his advice for how media outlets should go about doing so. 

A well-developed branded content team requires the skillsets of a variety of professional profiles — including those specialising in distribution, performance analytics, and sales. 

But media companies must prioritise fostering talented creatives to ensure their branded content resonates with consumers and enjoys success. 

“If you are only going to have one person on the team, it should be someone focused on content,” Ehrenfeld said.

In addition, media outlets that cover a wide variety of subjects should be keen to partner with clients in all lines of work. While publications that focus on particular fields — such as technology or entertainment — make for strong partnership candidates for clients dealing in corresponding industries, broader media outlets should be open to collaborating with any kind of brand. 

“In the past 10 years, it has been shown that it is valuable for all industries,” Ehrenfeld said. “I don’t really see a restriction on what type of industry we want to do this for.”

Ehrenfeld emphasised the unique capability of media companies to create sophisticated branded content that transcends standard advertising. 

“Other types of companies cannot generate this level of content. It’s important for us to remember when we’re thinking about adding income that this is something that only we can do.”

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