Native advertising programs often involve educating advertisers about how these programs work. The Washington Post has included their guidelines on a Brand Connections page where all the "examples" are housed.
Find their guidelines to future native advertisers at this link, and republished with permission below:
Washington Post readers trust us to provide them with everything they need to understand the world around them. They’re smart. They’re influential. They’re educated. They’re business-minded. They’re powerful. They want to consume and share content that is well-written and produced. This means that what you create through WP BrandConnect Studio is valuable to readers: material that makes them think, feel, laugh, share and want more.
• Tell a visual story
• Be subtle
• Go beyond a press release
• Write for readers, not experts
• Grab attention
• Provide value
• Create unique content
• Offer behind-the-scenes glimpses
• Offer an exclusive
• Share some outtakes
• Offer background context
• Include all platforms
• Adapt to breaking news
• Always be prepared
• Leverage human interest
In order to create the most successful content with WP BrandConnect, we suggest asking yourself the following questions before you start: