Elevating Good Works Through Strategic Sponsored Content
Our Challenge
A leader in Corporate Social Responsibility and Sustainability, Delta Dental of Colorado wanted to elevate the good work of other companies in Colorado and highlight its leadership in these areas. After signing a contract for a sponsored content hub with the Denver Business Journal, the company engaged Barefoot PR to produce an editorial calendar and create engaging content for the 55-article series.
Our Solution
Our first challenges was the break the year down into themes and develop article styles to create variety and a roadmap for the content hub. In partnership with Delta Dental of Colorado, we identified companies to highlight and people to interview. Barefoot PR’s content team served as both writers and the final editor for the Good Works Colorado series. In addition, we worked with the Denver Business Journal’s team to publish the articles and photos on their website.
The series featured three article types – profiles, Q&As and leadership pieces. Themes included core tenets of CSR/ESG, creative applications of CSR/ESG, corporate volunteerism, innovative corporate/nonprofit partnerships, dollars for doers programs and measurement. In total, Barefoot PR produced more than 55 articles highlighting more than 45 companies across the state and many nonprofits and civic organizations that support community impact. We also worked with Delta Dental of Colorado and the Denver Business Journal to extend the reach of the articles through social posts. As a result, the majority of articles had a scroll rate of greater than 50 percent and the variation in article style supported ongoing engagement in the content hub.
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