How to write sponsored content that rocks like Dökken

In the San Francisco and Houston Chronicle, Wall Street Journal, New York Times and many other publications, you’ll see sponsored content mixed with reported articles.

It’s hard to distinguish sponsored content from editorial. That’s the point. Sponsored content, aka native content, is intended to blend with editorial on the page. (Hence the word “native.”) The difference? Money and editorial control.

Brands pay for sponsored content and therefore have control over their content. Editorial i...