How food publisher Great British Chefs used research to increase branded content sales by 35 percent
The branded-content supply has become crowded. So U.K. foodie site Great British Chefs is trying to stand out by offering in-depth audience research.
The site, featuring articles and recipes by its editorial staff and network of Michelin-star chefs, has always hosted some form of branded content since its launch in 2010. It boasts an above-average 80 percent renewal rate for campaigns with brands, which typically last about 12 months with seasonal peaks. According to branded-content platform Polar, the majority of publishers see renewal rates between 25 and 50 percent.