Although the opportunities are great with sponsored access, it is no Field of Dreams. Just because a business offers access to premium content doesn’t mean people will come.
To build awareness of the partnership with users, companies must promote it before, during and after the customer has connected with their business. This includes physical (e.g. hotels), regional (e.g. municipalities and events) and virtual venues (e.g. loyalty programs, websites and apps).
Meanwhile publishers must market their content to existing and new readers. Let your loyal readers know that you understand what they want and need. In-publication native and glossy advertising are excellent ways to reach readers who already know you. Outstream video and non-intrusive online advertising on all your digital properties is also good.