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True “stories” tend to be longer than the typical blog post, but they are most definitely not one and the same. Interestingly, while many content marketing managers are actively seeking individuals with professional storytelling experience, far fewer are trying to hire actual journalists to fill these roles. Hire a journalist and your content can have snappy headlines like this.Īlongside “storytelling,” the terms “brand journalism” and “embedded journalism” have become painfully trendy in marketing circles. The Benefits of Hiring Journalists for Content Roles Well-known brands such as Coca-Cola and Microsoft caught on early that, no matter how skilled a writer may be, without at least some journalistic skills, their work will lack the qualities necessary to be considered a story. If you’re expanding your content team or thinking of creating one, there are several reasons that a journalist could be a good fit.įor starters, the slow, agonizing death of the traditional newspaper industry has forced newsrooms across the country to radically downsize their teams. This has resulted in thousands of journalists seeking editorial roles outside of typical newspapers – including the marketing field. Journalists are taught to identify the “Five Ws” of information gathering, which form the basis of any news story: Compared to traditional reporting, many content marketing positions pay more, come with better benefits, and offer more job security, making them highly desirable to journalists who have become jaded by the rigors of the newsroom or the pressures of freelancing.Īnother benefit of hiring journalists to fill content roles is their training. Now, you could be forgiven for thinking that most news reports don’t read like stories – and you’d be right. Journalists usually focus on these five elements so that they can distill a potentially complex topic into a digestible news story that can be crammed into the precious column inches of a newspaper. However, once you can identify these five elements, you can take them far beyond the confines of a brief, impersonal news report and begin to craft a compelling narrative with a beginning, middle and end – in other words, a story.
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Oh, and most journalists know how to meet deadlines, which makes them fast, reliable and dependable, all of which are valuable qualities for a content producer. Just as not all content marketers are storytellers, not all content tells a story.
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