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What Journalists Can Learn From Marketers
By: Contently
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After returning from Content Marketing World, Contently Editor-in-Chief Joe Lazauskas wrote a piece addressing the tension between the two ideological camps in branded content: journalists vs. marketers. Immigrants to content marketing from the journalism world push for more editorial content, emphasizing quality and creative, while those with backgrounds in marketing tend to focus on the tactics, numbers, and optimization to meet client goals.

There’s no question that I’m in the former camp. During my time at The New York Times’s T Brand Studio, I saw the impact that a creative mindset can have on the quality of branded content. Since then, I’ve spent the last several years advocating—in writing, during corporate workshops, and from countless conference stages—for marketers to adopt the storytelling skills that make journalists successful.

But the learnings can, and should, flow in the other direction as well. By looking at brands investing in ambitious stories, journalists can benefit from understanding and embracing the skills that marketers use to maximize their returns.


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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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