October 6, 2026
Earned media remains a powerful way to build awareness and credibility, but it isn’t the only way brands can reach and engage priority audiences. Sponsored content offers a complementary opportunity to put useful, educational information in front of the right people – while giving brands greater control over the message, timing and distribution.
But one sponsored article rarely drives sustained awareness on its own. Sponsored content is most effective when the article is treated as one element of a broader communications program, bringing together the right content, media partners, formats and distribution strategy to reach audiences at scale.
Building a Program, Not Just Placing an Article
To increase awareness among trade professionals and homeowners about the benefits of Trex® RainEscape®, a deck drainage system that helps homeowners make better use of the space beneath their decks, the LCWA home and housewares PR team developed a sponsored content program designed to extend beyond a single outlet or format.
The program reached homeowners and industry professionals across priority markets in the U.S. and Canada through a strategic mix of media placements and content. Rather than relying on one article or publisher, the campaign used multiple formats and distribution channels to extend the reach and visibility of the message, including:
- Sponsored articles and blog posts
- Print advertorials and display ads
- Dedicated eblasts
- Organic and paid social content
- National trade, Canadian and regional media partners
This approach allowed us to reach audiences in different contexts, with content tailored to their interests and information needs. Consumer media introduced homeowners to the benefits of protecting their decks and making better use of the space below them. Trade outlets provided an opportunity to share more technical information with professionals who recommend and install these products.
Canadian and regional partnerships also helped make the content more relevant to local audiences. Rather than relying on the same message in every market, we adjusted the focus based on local interests and needs, covering topics such as indoor-outdoor living, weather protection and climate-resilient outdoor spaces.
The approach delivered significant reach and engagement, generating more than 82 million impressions, 34,000 clicks, 26,000 content views and $1.27 million in reported media value.
Matching Content to the Audience
One of the advantages of sponsored content is the ability to develop stories around the information audiences are actively seeking. For Trex RainEscape, that meant going beyond product features to connect the system with broader topics relevant to homeowners and industry professionals. Homeowners could learn how a deck drainage system helps make greater use of the space beneath their decks, while trade audiences received information that could help them better understand the product and its applications.
The goal wasn’t to tell the same story everywhere. It was to identify the role each media partner could play and develop content that made sense for that audience and environment. This audience-first approach also created more opportunities for people to discover the brand, engage with its content and learn how Trex RainEscape could help them optimize an outdoor space.
What to Consider Before Investing in Sponsored Content
A larger sponsored content package doesn’t automatically mean a better program. Before investing, consider:
- Does the outlet reach the right audience? Audience size matters, but relevance matters too.
- Does the topic address a real audience need or interest? Useful content is more likely to earn attention than a straightforward product pitch.
- Can the placement be amplified beyond the article? Look for opportunities to leverage email, social, display or other native support.
- How will success be measured? Understand what metrics the publisher will report and how they align with your communications objectives.
- How do the placements work together? Consider whether multiple partners and formats can reinforce the same strategic message while reaching different audiences.
For Trex RainEscape, success was not simply about securing placements. It came from selecting the right partners, developing stories that mattered to their audiences and supporting those stories across multiple channels.
The takeaway? Sponsored content should be approached as a communications program, not simply a media buy. The right combination of audience insight, content, media partnerships and distribution can turn an individual placement into a broader awareness and engagement opportunity while giving brands more ways to reach the people who matter most.