Content Marketing

Content marketing: How journalists and PR can help

[Originally published on Business2Community]

We’ve all been the new kid on the block at some point. For some of us, we’ve been there many times — adapting to life’s opportunities and curveballs. And, some of us hold similar career positions our entire lives. As a writer journalist and public relations (PR) professional, I thought the possibilities were endless for my career as there are so many types of writing and companies in need of brand awareness and management.

I’ve worked for PR agencies, magazines and energy companies, all of which involved writing, editing, researching and interviewing. However, if I had to vouch for a technique that is really pertinent to today’s business world and enjoyable, I’d pick content marketing. I’ve been a part of the team at Bulldog Solutions for just shy of two months and I’ve already learned so much about my role as a content writer due to the abundance of marketing expertise at my fingertips.

Breaking into the content marketing industry can be challenging, especially if you have minimal BtoB experience. However, it’s not impossible according to some marketers; especially if you have a strong background in journalism and/or public relations. In this article, written by Software Advice, the author claims that content marketing is a great opportunity for journalists because marketers need people who can create compelling content that exemplifies the brand’s story. And, journalists are often adept at becoming resource experts, while creating captivating messages.

One of the most important skills journalists possess is the ability to effectively meet deadlines. This can be useful to content marketers because they have to have a quick turnaround on content in order to meet client demands and in-bound needs, which are constantly changing. (As a journalist having worked for various industries, I can attest to being a resource “expert” for countless brands and thriving in deadline-driven environments.) Journalists are also familiar with creating and managing editorial calendars, which can be of great use to marketers developing content plans.

Furthermore, journalists can increase the authority of content marketing because they are trained to follow strict reporting styles and standards and are skilled at cross-referencing multiple sources to ensure accuracy.

PR professionals bring a lot to the table as well. They are experts at creating brand awareness, and though many of the traditional methods are changing, they know how to quickly learn their audience and needs. Like journalists, PR professionals are excellent at managing and scheduling multiple projects such as events, press coverage and interviews. All of these skills can be effectively applied to content marketing groups looking to incorporate social media campaigns, email marketing, etc. Additionally, these skills provide a solid foundation of the basic elements needed to get brand exposure.

So, if you have a strong background in journalism or public relations, and are trying to break into content marketing, consider how the skills mentioned above can be applied to the everyday tasks of a content marketer. There are countless marketing resources available to keep your skills fine-tuned and developing. Among them is MarketingSherpa, a research institute devoted to all aspects of marketing. In this report, the institute provides an easy to understand guide to content marketing (free of charge).

Eloqua also offers a free comprehensive guide to content marketing, covering all aspects from lead scoring to BtoB blogging. With resources like this and others including the Content Marketing Institute, MarketingProfs and BtoBOnline, new content marketers have almost everything they need at their fingertips. So keep the passion, practice your patience to listen and learn, hone your interviewing skills and make sure you stay on top of your BtoB reading.

What professional backgrounds do your content marketers come from?

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