Abbreviations and acronyms
Do not follow an organization’s full name with an abbreviation or acronym in parentheses. If an abbreviation or acronym would not be clear on second reference without this arrangement, avoid the acronym by using words familiar to the reader like “the association” or repeat full name.
Advertorials vs. native/branded/sponsored content
An advertorial reads like an advertisement instead of a story. We try to avoid advertorials because our research shows these do not get as much readership as native articles.
Instead, write a success story or offer educational information that shines a light on the client as a prime example of someone getting it right.
Affiliate Links
We understand that affiliate links are a popular tool. However, we currently do not allow affiliate links provided by advertisers to be used in branded content.
Bylines
Writers who are not staff or under contract with Studio 1847 do not get bylines. However, a byline is not guaranteed for anyone. Byline style is below. Hyperlink the client’s name to the client’s website.
—Lois Smith for TribPub Foods
If the client provides the content, the default byline style is below. Again, hyperlink the client’s name.
—Provided by TribPub Foods
Call-to-action
Most sponsored content pieces should include a call-to-action. This comes at the end of the piece before the byline. Put it in italics and include a link for more information and a phone number if relevant.
Cannabis specific content
Branded content for recreational adult-use and medical cannabis must focus on advocacy or education only. Please ask your Studio contact for a full set of rules.
Captions and photo credits
Client photos do not have to have captions, but use your best judgment. If someone from the article is in the picture, you should have a caption with at least their name and perhaps their title. Captions should be written in italics and followed by the photo credit in parentheses. For example: Jennifer Jones, RN (Photo credit: Rush Photo Group)
In travel articles, provide the location when helpful for the reader: Daytona Beach, Florida (Photo credit: Go Florida)
For photo credit without a caption, no parentheses are necessary: Photo credit: Rush Photo Group
Or if Shutterstock: Used under license with Shutterstock
Compliance
Be vigilant when it comes to the mention of other brands (not the client’s brand) in articles. Use generic terms such as “major airlines” instead of listing airline names. Avoid the use of celebrity names as these require permission and payment or there could be legal consequences (very expensive legal consequences). Check the U.S. trademark database if you are unsure of a trademark. Sports references are especially problematic. For example, client would need to show us written permission to mention names of leagues, conferences, special games (like Super Bowl), arenas, awards (like Stanley Cup).
Direct quotations
Direct quotations in stories cannot be changed — doing so is unethical and an invitation to libel and defamation lawsuits. If the exact wording of the quote doesn’t work, quotation marks can be removed and the quote can be paraphrased as long as the original sentiment is completely preserved.
Do not use quotations to convey facts. Confirm the fact then report it outside of quotes. Wrong: “Cicadas emerge once every 17 years,” said Buggs. “That’s a long time they’re underground.”
Right: Cicadas come out once every 17 years. “That’s a long time they’re underground,” said Buggs.
Disclaimer
To comply with FTC regulations and be fully transparent, we will post a disclaimer with the content to note it is a paid post and not news or editorial work.
Editing
Studio 1847 reserves the right to revise or delete anything deemed inaccurate, inflammatory, misleading, confusing or poorly written. Writer may be given the opportunity to correct these concerns or the piece may be rewritten for them, depending on time and the judgment of the editor.
Fact checking
The writer is responsible for accuracy and truthfulness. Do not rely solely on the copy editor. Insert a note (flag) for each fact with a link to where you found the information. Rely only on official sources such as .org and .gov and .edu. Avoid Wikipedia, WebMD and other .com sources unless it is a well-respected publication such as nationalgeographic.com.
Healthcare fact checking needs to be especially vigilant. There is no room for factual errors or marketing missteps.
Headlines
Writers should include one headline with their submission. Avoid using the client’s name in headlines and avoid making the headline sound like an advertisement.
Please note that we create 10 additional headlines for each piece of content. These headlines rotate in native ads during the first few hours an article is live. Once we receive feedback on which headlines are performing best (that is, getting the most clicks), the system displays the “winning” headline(s) in future ads with the goal of getting the best click-thru rate. The copy editor writes the additional 10.
Interviews
Writers shall not create the impression that the branded content article is in any way associated with the editorial newsroom of any publication of Tribune Publishing Co., for example, Orlando Sentinel. Writers are required to identify themselves clearly to all sources they contact.
For example:
“Hi, I am Suzy Writer, and I’ve been asked by XYZ Animal Hospital to write an article for advertising purposes about foods that are harmful to pets. The article is sponsored by XYZ, and it will appear on the Orlando Sentinel’s website as a paid post.”
Ledes
The beginning of your article, the lede, should follow good journalism style and state your intentions for the story.
Length
Story length should be in the 500- to 600-word range. Complex topics or stories built around multiple focus points that may require more than 800 words should be broken into separate stories. Infographic word count is very low — 200 words — because the goal is to let the graphic do most of the talking.
Links
Our recommendation is three links maximum per story. Excessive links are distracting and could draw people away from the story before completion, affecting data reporting. The call-to-action is the perfect place for a link. Affiliate links were addressed earlier, but why not repeat it here in case it was missed? Currently, we do not allow advertiser-provided affiliate links in our branded content pieces.
Pharma specific content
Consumers need to feel like the pharmaceutical company understands them and empathizes with them. The content should convey that you understand their condition or pain and you aren’t just pushing them to buy your medication. This is your opportunity to connect with your audience and build trust.
Additionally, do not mention other brands or in any way disparage competitors.
Politics specific content
All political content must be factual and attributed. Content that is educational (non-positional, balanced) is preferred. Advocacy (positional) content is often acceptable but requires Studio 1847 and Tribune Publishing legal review. We avoid pieces in support of candidates as it could be misunderstood as an endorsement by Tribune Publishing editorial. All political content must state who is paying for the advertising.
Style
We follow AP Style, and all stories will be copy edited accordingly. This provides consistency and a true “native” feel. Examples of AP Style rules are: spelling out state names, using one space after punctuation, no Oxford commas, etc. We will take care of these details.
Do not write in first person (I, we, us, our). Do not use passive voice.
Write at an accessible reading level and explain or simplify difficult concepts. Decode medical terminology using parentheticals at a minimum, for example, pyrexia (fever).
Symbols and footnotes
Our news platform does not allow the use of superscript (such as ® and *) or subscript. These throw off alignment. Additionally, adding these symbols distracts from the experience of branded content as an editorial-style piece.
We also follow newspaper style and we do not use all caps, italics or underscore to emphasize certain words. All caps are fine for accepted uses in an acronym or in the client’s brand name.
Additionally, we follow news style and do not include footnotes. Instead, include the attribution with the fact, such as “…, according to the Centers for Disease Control and Prevention.”
Tone
Keep the article accessible and not like an academic journal. The average reader does not want to read a white paper or a press release. Every brand should have a voice. Since these content pieces are for marketing purposes, we need to make sure the tone is positive and presents the client in the best light.
Equally important is that we do not make absolute statements or unsubstantiated claims. Attribute positive statements. Don’t say, Joe’s has the best coffee or Everyone says Joe’s has the best coffee. But you can interview people and write, “Joe’s has the best coffee in town,” says Susan Goldberg, a “regular” at the coffeehouse.
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