Why Smart Brands Are Turning to Story-Driven Marketing

In a marketplace crowded with ads, algorithms and attention-grabs, audiences are gravitating toward something they trust more than ever: stories.

Not sales pitches. Not promotions. Stories.

And that’s exactly where branded content shines.

This was reinforced to me after being part of the Local Media Associations Branded Content Project, and how branded content delivers three core outcomes that traditional advertising simply can’t match. It can entertain and engage, educate, and empower & inform — a set of capabilities perfectly aligned with how today’s audiences consume media.

When deployed through trusted local news environments, that power becomes even stronger.

Below is a breakdown of what branded content can do — and how brands and agencies can leverage it. 

1. Branded content ENTERTAINS & ENGAGES

Great branded content feels like journalism because it is created in a journalistic voice. It pulls readers in, not with a pitch, but with a story worth reading. That’s why it consistently outperforms standard display ads.

In fact:

• Brand recall is 59% higher than display ads

• Purchase intent is 9% higher

• Brand favorability increases 7%

These metrics validate what marketers already know: when your message lives inside a story, not a banner, it has room to breathe—and room to convert.

Suggested approach for agencies & brands

• Use human-centered stories to showcase a customer, employee, or community impact initiative.

• Lean into emotion and narrative arcs to stop the scroll and earn attention.

• Feature behind-the-scenes moments, founder stories, or “day in the life” content.

2. Branded content EDUCATES

Branded content demystifies, explains, and clarifies — without the hard sell. That’s ideal for industries where trust, information, or expertise drives decisions.

Branded content is not about promoting a sale or event; it’s about showcasing expertise and telling your story.

Pair that with the fact that 61% of consumers are more likely to buy from brands that create custom content, and you get an incredibly effective top- and mid-funnel strategy.

Suggested approach

• Explain a complex process (“How home equity lending really works”)

• Break down a customer problem (“Why rural health screenings matter more in 2025”)

• Provide valuable insights (“Four ways small businesses can strengthen cybersecurity”)

When brands teach, audiences lean in.

3. Branded content EMPOWERS & INFORMS

This is where local news partnerships create unmatched value.

Branded content placed in newspaper media taps into the most trusted information source available. Nebraska newspaper media reaches 70% of adults weekly, and newspapers remain the #1 most trusted source for community news, according to a 2025 Coda Ventures Study. 

Combine that with the “superpowers of local media”—storytelling + helping businesses grow—and the result is content that doesn’t just inform, but moves people to act.

Suggested approach

• Launch thought-leadership pieces aimed at positioning your organization as a community partner.

• Share research, trends, or local impact data rooted in service—not sales.

• Use a journalistic voice to connect your brand to issues the community cares about.

Strategic approaches to consider

Here are actionable models for using branded content effectively across markets:

1. The “Hub & Heart” Approach

Pair a state- or region-wide hero story with localized versions in specific communities.
Ideal for: multi-location brands, statewide initiatives, healthcare, utilities.

2. The “Community Impact” Series

A recurring storytelling series highlighting your organization’s involvement, beneficiaries, or employees.
Ideal for: banks, credit unions, hospitals, universities, nonprofits.

3. The “Explainer Campaign”

A sequence of educational pieces that build on one another over time.
Ideal for: insurance, finance, government agencies, telecom.

4. The “Problem → Solution Story Arc”

Tell the story of a community problem, introduce real people affected, then show how your organization helps solve it—without overselling.
Ideal for: B2B services, healthcare, economic development.

5. The “Brand-as-Guide” Framework

Borrowed from narrative psychology: position the reader as the hero and your brand as the guide helping them achieve something.
Ideal for: travel, retail, real estate, higher education.

Final Thoughts

Branded content is one of the fastest-growing forms of marketing nationwide — and for good reason.

It entertains. It informs. It empowers.

And most importantly, it builds the kind of trust modern audiences demand.