Golden Valley-based
General Mills recently took a step into the arena of "branded content," assisted by popular news site
Huffington Post, according to
an article in The Wall Street Journal.
The site,
LiveBetterAmerica, is aimed at giving visitors information on healthy living, with a focus on eating more nutritious foods, and it's built on the Huffington Post technology platform. Although the site isn't directly linked to the news source, articles from Huffington's writers will appear on LiveBetterAmerica.
The move is part of a growing shift in online content that pairs publishers like Huffington with advertisers like General Mills, creating journalistic-style articles that tie to brand awareness and online advertising.