Create meaningful content that delights and informs your audience

Native advertising and sponsored content can offer a win-win for news organisations and their clients, but creating it is an art. Brands owe customers a compelling story that showcases what you can do for them, while newsrooms owe their audiences credible, useful news and information. Learn to create sponsored content and native advertising that ticks everyone’s boxes, adding value to your audiences while also appealing to the newsroom’s needs. Understand how to structure and present stories effectively, and how to think (and write) like a journalist. Identify newsworthy angles, decide on the correct platform for your story and get your story published.   

By the end of this course, you’ll be able to: 

  • Think like a journalist and understand what newsrooms are after 
  • Identify the stories worth telling and what angles to take 
  • Create sponsored content that is valuable to your audience, and in line with the editorial objectives of the news brand publishing it 
  • Tell a compelling story to “soft sell” your brand 
  • Establish clear guidelines around editorial control and oversight

Course Details

Duration: Two days
Location: Johannesburg or online
Group size: 3-10 participants

How it works: This course can either be run as a block course (two consecutive days) or one day of training weekly over two weeks.


Nala Academy prides itself on offering the best, by the best. We provide a range of online and in-person courses for journalists, editors and content producers. Our training is dynamic, contemporary and practical – with course content that evolves as quickly as the industry does. 

Our core training team includes some of the most recognised names in media in Africa who have built, led and worked for some of the biggest media brands on the continent. We also bring in prominent global journalists and communicators as guest trainers. 

To sign up for this course or enquire about our other offerings, get in touch.