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For years, brands have turned to publishers for native advertising opportunities, expecting ready-made audiences and premium storytelling—and getting it.
But as consumer habits shift, simply publishing branded content on a media site is no longer enough.
Annie Granatstein, a veteran in content marketing with experience at Marriott International and The Washington Post’s Brand Studio, believes the future belongs to those who think beyond the homepage.
At the upcoming Branded Content Days 2025 in New York, she’ll moderate the panel "The Bigger Picture: Why a Holistic Approach Wins Business," a discussion designed to help media companies rethink their content strategies and maximize their impact.
From The Washington Post to Marriott
Having built Marriott’s first centralized global content marketing department and spearheaded branded content at The Washington Post, Granatstein has worked on both the media and brand sides.
“I’ve always built things," she says. "At Marriott, I saw firsthand how native advertising could be a powerful tool to reach new audiences efficiently. But I also noticed that media companies weren’t always thinking holistic enough when pitching branded content solutions.”
While publishers often focus on their own domains, Granatstein believes the real opportunity lies in an omnichannel approach.
“It’s not just about publishing content on a website anymore. Audiences are consuming media across social platforms, streaming services, live events, and more. The publishers that recognize this and integrate these channels into their branded content proposals will win more business.”
Why media companies need to think beyond their own platforms
The traditional idea of publishing branded content on a single media platform is becoming outdated. According to Granatstein, brands today expect cross-channel solutions that help them reach consumers wherever they are.
“Brands aren’t just looking for visibility on one website; they want engagement across multiple touchpoints,” she explains. “For instance, when I was at Marriott, we constantly sought new ways to conquer audiences beyond our owned channels. That’s where publishers could provide the most value—but only if they presented a well-thought-out, multi-platform strategy from the outset.”
She cites an example from her Marriott days, when they collaborated with Vox.
“Vox created an incredible program around how travel ignites creativity. But instead of a one-size-fits-all approach, we tailored the content for different platforms: an interactive quiz for their website, print profiles for their magazines, and an explainer video for their YouTube audience. Each piece was designed for the way people consume content on that specific channel.”
Following the audience is the key to success
A critical takeaway from Granatstein’s experience is the importance of following the audience.
“It’s always about where the audience is,” she says. “You have to ask: What are they consuming? Where are they consuming it? What format works best on those channels? If you’re just creating branded content for a media company’s website without considering distribution across other platforms, you’re limiting your reach and impact.”
This shift in audience behavior is particularly relevant when considering younger demographics. “Younger consumers aren’t visiting publisher homepages. They’re engaging with content through social feeds, YouTube, TikTok, and even streaming platforms. If publishers don’t offer content solutions that reflect this reality, they’ll lose out to other players—especially independent creators.”
What the creator economy means for publishers
One of the biggest industry shifts Granatstein sees is the growing power of the creator economy.
“Independent creators are becoming their own media companies. They have loyal audiences, they know how to engage them, and increasingly, brands are shifting budgets toward working directly with them,” she says. “For publishers, this presents both a challenge and an opportunity.”
Her advice to media companies? Embrace creators instead of competing with them.
“At The Washington Post, we started collaborating with thought leaders and influencers who were deeply connected to niche audiences. We created a ‘collective’ of experts in areas like tech and healthcare, integrating them into branded content campaigns. This expanded our reach and allowed us to offer clients a more robust strategy.”
With thought leaders like Annie Granatstein driving the conversation, Branded Content Days 2025 promises to be a must-attend event for anyone serious about the future of branded content and channel approach.
Want to hear more? Join Annie Granatstein at Branded Content Days 2025 in New York City.
