Content marketing: Telling Meaningful Stories

A new role: The content marketing journalist

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I’ve been saying for a while that great journalists make great content marketers.

Great journalists dig deep for those stories that are worth sharing. They ask the right questions to find uniqueness in situations. They know how to make stories digestible and present them in a way that people actually want to consume them.

Journalists know to how produce under what most of us would call unreasonable deadlines. They also have a nose for news – aka good stories.

Great journalists have the skills content marketers tasked with sharing organizational stories to help achieve business goals need as well.

I started wondering: Why are we talking about hiring journalists to become content marketers? Maybe, potentially we should think about what we call these roles.

For your consideration, I present the role of:

Content marketing journalist

Job description draft:
As the content marketing journalist you will help organizations and their subject matter experts tell and disseminate their authentic and true stories.

You likely won’t be doing big investigative pieces but other than that it’s very similar to what you do now at a daily newspaper or television station.

If you have been a reporter, producer or in a similar role, content marketing journalist is a natural next step. Hours are likely better. So is the pay probably. There are still daily deadlines from time to time, but not nearly as often as in the actual journalism work.

It’s not “switching to the dark side.” It’s making an impact with your storytelling skills. It’s about helping organizations be authentic and being public about it.

The work is super meaningful and you still get to tell stories. “No comments” are rare because experts want to talk to you. They love you. You help them tell their stories and share their expertise in the best possible way.

Recommended reading for you:

What journalism skills can be used directly in content marketing?

Having a ghostwriter does not necessarily hurt authenticity

It’s storytelling and journalism – except you don’t usually get published on those media outlets. There’s also no byline for you. You are OK with that because your stories make a big impact. You typically ghostwrite from the expert’s point of view. You still watch engagement for stories, though, just like you did when they had your bylines.

You are here to make an impact through meaningful stories.

Apply within. 🙂


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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