How to Train a Journalist in Content Marketing

By Daniel Hatch


You’ve decided to hire a journalist for your content marketing team – congratulations!

All the evidence says you’ve got yourself a hard-working individual used to delivering high-quality editorial on tight deadlines. Those are some darned useful qualities.

But not all journos will hit the ground running. Making the switch to content marketing can take a bit of adjustment. And reporters who can’t get their head around the differences are going to struggle.

Journalists switching to #contentmarketing can require some adjustment time, says @daniel_hatch.
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I know because I spent 17 years as a newspaper and radio reporter before being wooed to content marketing. I know because, as a managing editor for a content agency, I’ve employed and then unemployed several members of my old profession.

What follows is my list of areas where reporters can struggle when they make the switch and my suggestions for helping them adjust. Or, as I like to call it: How to Train Your Journalist.

1. The ‘holier-than-thou’ problem

Journalism is a vocation. From the first day of university through to the last day of a newsroom career, it is relentlessly competitive. To succeed, a journalist must really want it. It’s also a profession that has a special place in democracy – holding governments, corporations, and individuals accountable.

Gosh, but that can give you an ego. For some reporters, that can be hard to let go. And what you, as the person employing them, end up with are writers who think they’re too good to be writing the content you’re commissioning.

The first sign they’re not effectively making the gear switch to content marketing is turning in what feels like lazy copy. When you read it, you can tell they’ve not really made …read more

Source:: content marketing

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