Producing branded content
for Yahoo

Sponsored content that earns genuine attention

On its web portal, Yahoo features different content categories: exclusive news, aggregated content — but also sponsored articles, known as "branded content." These pieces must both inform and promote a brand simultaneously, with a clear advertorial label visible to readers.

To appeal to readers, a sponsored article must provide real added value — it cannot simply be a disguised advertisement. This is why Yahoo commissions professional press agencies to produce these pieces.

In May 2015, Raid — the famous pesticide brand — launched a promotion campaign of this kind on Yahoo. The campaign was built around an appealing editorial theme: how to prepare your home for summer and avoid insect guests. Yahoo and Raid planned to host the campaign on a dedicated hub — a mini-website embedded within the Yahoo portal.

Yahoo needed a professional team of writers who could produce relevant, high-quality editorial content on the topic — and, crucially, an agency able to localise that content across four language markets and source appropriate photography for each version.

Cross-market production at scale

Thanks to its wide network of specialist talents and multidisciplinary services, AllTheContent delivered all required services on time and to brief — across all four markets simultaneously.

• Production in French of 12 original articles covering all aspects of the summer home theme
• Topics included: "Ultimate summer indoor lighting inspiration", "20 tips to cool your home", "10 tips to get your kids to sleep in the heat"
• Localisation of all content into German, Spanish and Italian by ATC's network of translators and proofreaders
• Iconography management: curation and sourcing of relevant photographs to illustrate each piece in each language market
• Technical integration: content formatted and delivered to Yahoo's CMS specifications for the branded hub

The result was a seamless, multi-market branded content campaign — professional, editorially credible, and fully localised — delivered within Yahoo's production timelines.

Four markets, one seamless campaign

The branded content hubs launched on schedule across all four markets, each feeling authentically local while maintaining editorial consistency. The campaign demonstrated AllTheContent's ability to operate as a full-service, multilingual content agency for major digital platforms.

Live demos

The four localised versions of the Yahoo / Raid branded content hub were delivered at the following URLs:

What we brought to the table

• Original editorial content production in French — 12 articles
• Professional translation into German, Italian and Spanish
• Proofreading and quality control across all language versions
• Iconography service — curation and procurement of relevant photography
• Editorial brief interpretation and tone-of-voice consistency
• Delivery formatted to Yahoo's branded hub CMS requirements
• Full project coordination across 4 markets simultaneously