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The Maine Trust for Local News has seen significant success with its branded content initiatives, thanks to a strategic approach that focuses on structure, collaboration, and continuous learning. In a recent discussion with the Branded Content Project during a Big Branded Call, key team members shared insights into their process, challenges, and victories over the past year.
A Unified Approach to Branded Content
Allison McCann, Vice President of Business Development at the Maine Trust for Local News, kicked off the discussion, provided a background on the organization and its journey with branded content. The Maine Trust for Local News, a subsidiary of the National Trust for Local News, consists of four daily newspapers and about 15 community weeklies. With over 25 outside sales reps, the team realized the need to diversify revenue streams and expand their branded content efforts.
In 2023, after being acquired by the National Trust, the team analyzed their revenue and decided to focus on three key areas: audience extension, events and sponsorships, and branded content. While their Portland office had been successfully executing custom branded content, other offices had yet to fully integrate these offerings. The challenge was to streamline and scale these efforts.
Overcoming Initial Challenges
One of the major hurdles the team faced was the ambiguity of pricing. Previously, sales reps struggled to sell branded content because pricing was not standardized. McCann noted that when clients asked for a cost estimate, the response was often, "It depends," which made selling difficult. By implementing clear, structured pricing packages, they made the offering more accessible to clients and easier for sales reps to pitch.
The branded content team also took a closer look at their internal workflow. With sales reps hesitant to sell due to the complexity of execution, they knew they needed to simplify the process. By defining roles, creating streamlined workflows, and ensuring a smooth handoff between sales and execution teams, they were able to eliminate many of the previous bottlenecks.
Creating a Cohesive Team
To drive the branded content initiative forward, McCann identified a core team comprising:
Molly Adams (Content Marketing Manager) – Focuses on writing and editing.
Mackenzie Gregory (Director of Business Development) – Manages business strategy and sales training.
Melissa Pritchard (Creative Services Director) – Leads design and creative execution.
Natalie Haberman Ladd (Content Marketing Writer) – Creates client content.
Jake Laws (Senior Graphic Designer) – Designs creative elements and graphic strategy.
This team became the backbone of the project, ensuring consistency and efficiency in content creation and execution.
Additionally, the team leveraged existing resources without adding staff. The only exception was shifting Natalie Haberman Ladd, a talented salesperson with a passion for writing, into a hybrid role to support the growing demand for branded content.
Developing Structured Packages & Pricing
The team introduced four tiered branded content packages—Bronze, Silver, Gold, and Platinum—with clear pricing and offerings. These packages ranged from basic native content placement to comprehensive multi-platform campaigns, allowing clients to choose based on their budget and needs.
Key Lessons Learned in Package Development:
Having a defined pricing structure made it easier for sales reps to pitch and close deals.
Offering clients the option to provide their own content or have it produced by the team helped accommodate different needs.
Adjusting distribution strategies based on performance ensured better engagement and results.
Training & Supporting Sales Teams
Recognizing that sales teams needed to fully understand the product to sell it effectively, the branded content team rolled out a week-long training initiative. This included:
Completing the Branded Content Project's branded badge certification.
Hosting in-person office training sessions.
Providing sales reps with one-pagers, pitch decks, and proposal templates.
Developing an online media kit with case studies and examples.
This training effort paid off, as sales teams became more confident in selling branded content and better understood how to position it to clients.
Successful Campaigns & Notable Clients
The team highlighted several successful branded content campaigns that showcased their ability to deliver high-impact solutions:
Modern Pest Services
A local pest control company initially purchased a three-article package. Through strong storytelling and effective sales support, the campaign expanded into a nine-article series and eventually led to a fully customized interactive content experience called Missy on the Move. The key takeaway? Building strong client relationships leads to long-term revenue opportunities.
Maine Department of Education
This campaign was funded through a state grant and focused on showcasing educational initiatives. The project included a mix of digital and print content, culminating in a special section publication. Tip: Look for government grants and funding sources that require community outreach and storytelling.
John T. Gorman Foundation
A prestigious nonprofit organization, the John T. Gorman Foundation utilized branded content to highlight the impact of their funding. Their campaign included a custom landing page, detailed articles, and high-quality visuals. Landing big-name clients not only provides revenue but also attracts similar organizations looking for the same level of exposure.
Key Takeaways for Other Publishers
Create clear, structured pricing packages to simplify the sales process.
Build an internal branded content team using existing resources whenever possible.
Develop comprehensive training and sales support materials to empower reps.
Use an online media kit with case studies and examples to make pitching easier.
Leverage grant opportunities and government partnerships for steady revenue.
Ensure smooth workflows and project management tools to streamline execution.
Focus on long-term client relationships to increase renewals and upsells.
Looking Ahead
With a strong foundation now in place, the Maine Trust for Local News is setting even bigger goals for 2025. By continuing to refine their processes, expand their client base, and innovate with new content formats, they are positioning themselves as a leader in local branded content.
For other publishers looking to enhance their branded content strategy, the Maine Trust's experience offers a valuable roadmap for success. By focusing on structure, collaboration, and adaptability, they’ve transformed branded content into a major revenue driver while delivering high-quality content that serves both clients and the community.
Interested in learning more? Check out the Maine Trust’s branded content media kit at metln.org/content for inspiration and resources!
Interested in similar results? Reach out to the Branded Content team and find out how we can help you create a strategy for your team. Our sales expert, Peter Lamb, President of Lamb Consulting, worked closely with the team in Maine and he can do the same for you!
Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by BCP staff.