The last couple of decades have been tough for journalists—and it was bad way before COVID-19 ruined everything.
As journalism has contracted—or, to put a positive spin on it, as it’s evolved—I’ve run across a number of people who started in journalism and moved into content marketing.
I departed journalism long ago. I was trained as a journalist and I love the skill and craftsmanship of great journalism, but I was never compelled to be a journalist.
At this point, I’ve been in marketing far longer than I was ever in journalism. What’s interesting is that many of the skills I learned in journalism are touchstones in my content marketing work.
This piece covers the core journalism skills that have shaped my content marketing strategies and tactics. I put this together primarily for journalists thinking about a move to content marketing, but it’s also useful for established marketers who want to apply journalism skills in their marketing projects.
When I’m working as a digital producer, I try to remember what I like and dislike as a digital consumer.
This link between content creator and content consumer should be obvious, but you’d be surprised how often it’s neglected. Something happens during the content creation process that makes smart people with considerable skill introduce unhelpful attributes to their content projects.
The folks behind Axios understand this disconnect, and they work hard to make sure it doesn’t happen. They’ve developed an entire methodology–dubbed “Smart Brevity”–to ensure their content provides the best content and experience. Continue reading
Note: I’m fascinated by content forms. I love popping the hood on a piece of content to see how the creators put things together. What choices did they make? What structures did they use? This piece is part of an occasional series I call “content deconstructed.”
“The Rewatchables” is a podcast from the folks at The Ringer that features lively conversations about films that are fun to watch over and over (hence the name). You might take issue with some of their selections—”Mr. Mom”?—but the execution is always strong.
The podcast’s consistency comes from five key attributes.