I used to spend my workdays driven by deadlines and callbacks from sources as I crafted feature stories from my notebook scribbles and crackly audio recorder for a local newspaper.
I eventually left the news business to use my writing skills in content marketing.
Sure, some classic tenets of writing overlap both genres: topic ideation, research and coming up with an enticing hook to keep readers on the page.
But, since the beginning of this year, I’ve noticed even more of my journalism past seeping into my current content marketing career. Last month I talked about the need for elasticity and adaptability when running a small business, and chatted about my personal shift back to using core journalism skills for my content marketing clients.
But, there’s more to this story.
Disclosure: This blog is reader-supported, which means this post contains affiliate links and advertisements. I earn a small commission if you shop through them, which helps fund this website so I can continue to bring you amazing content. Thank you! ~Angela
The News Skills That Matter Yet Again
I’ve worked for a handful of newspapers across the Midwest. I’ve held the positions of part-time photographer, full-time photojournalist and features writer. Whether I was behind a camera or a keyboard, I had to craft stories that would matter to the readers of the newspaper. I had to get to know the people I was meeting, quickly document them and then make them interesting to others.
Journalism is a true talent.
And now, I’m using that same approach to craft content for my marketing clients more and more. It used to be an industry of “how tos” and a focus on educating the readers with helpful information. Now, we need to also win the readers trust, relate to them on a personal level and make them a brand loyalist. Journalism-style content does just that. In the marketing world, we call it brand journalism, and it isn’t new, but it is increasing in popularity in leaps and bounds as we navigate a world of bot-generated content.
People want real stories more than ever.
Authentic Communication Creates The Foundation
I’m back on the phone laughing with interviewees, exchanging casual emails with sources long after the story has run and have editors reaching out to bounce ideas off one another.
Marketing feels more personal than it ever has, and I’m so appreciative.
Despite the rise of artificial intelligence, true human intelligence is also on the rise, and creating some damn good content out there. Plus, it’s making it easier to see through the crap online (its always been present) and identify well-crafted stories by talented writers.
People assumed AI would replace all of our written content, and it just isn’t happening. Instead, marketers are finding more ways to stand out and be authentic with their readers, and in my little writing world, a journalistic approach is dominating.
Sourcing Has Become Even More Important
When my marketing editors ask me to back up the numbers, stats and detailed information I include in my articles, it’s second nature. I’ve always written that way, and always will.
This guidance is coming from the same marketers who have tried AI-generated first drafts that produce useful information scraped and cobbled together from multiple URLs, but doesn’t provide direct citations, name studies or identify sources by name.
It’s obscure, bland and suspect.
And, if you want to get technical, it’s often plagiarism of the original writers of the content because there’s no attribution. There have been long threads on social media about the latest online information to be stolen, synthesized and spewed out by chatbots.
The Best Writer For the Topic Wins
As a professional freelance writer, I spend time each week looking for projects to fill my pipeline. Sure, having great writing samples, a concise application and professional communication has always mattered, but these days hiring decisions also weigh heavily on finding the right writer for the project.
Gone are the days of hiring one writer to “do it all”.
Now marketers are seeking writers who have a special connection to the topic, whether it’s professional or personal.
- Have you written on the topic before?
- Do you have a certification in the topic?
- Do you have first-person experience with the topic?
This extra layer of informed knowledge on the topic weaves passion into the project, leading to a stronger, higher-quality piece. It truly is a win for both the writer (working on a topic they adore) and the reader (devouring the care and attention in the writing).
This reminds me of the old newspaper days when reporters were assigned beats: education, health, police/courts, food, politics, sports, and so many more. Each reporter focused on one topic and did it well.
If It Isn’t Broke, Don’t Fix It
Great writing lasts forever.
It gets read year after year in college courses, cozy sunrooms, and libraries big and small. The winning words were imagined and arranged by talented humans focused on telling a story to engage readers.
I firmly believe this approach will always be in demand by those who value quality content, backed up by sources, filled with engaging ideas and drafted by creative minds.
Are you a former journalist too? Have you noticed this style of writing popping up more often in the places where you read each week? If you still work in writing, do you also lean into your newsroom skills? I’d love to hear from you!
Never miss a post from Web Writing Advice. Get email updates by subscribing. As a thank you, I’ll send you my free e-book, 18 Ways to Increase Online Writing Productivity and Earnings.
