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Produce Marketing Content That Educates

Hire a Journalist to Help You Create Content
I owe this idea in part to a conversation I had with David Meerman

Scott, author of The New Rules of Marketing and PR.

Most every business these days is really a publishing business of
some sort, whether they think that way or not. The need to pro-
duce masses of educational content has become standard operating
procedure in today’s Internet search–driven marketing world. But,
publishing content in blog posts, e-books and articles, while con-
sidered compulsory, is not the easiest thing for some to do.

A smart move that businesses should consider these days is hiring
a journalist, rather than a marketing person, to act as their primary
content producer. If you think of your business as a publishing busi-
ness, the need for journalists becomes obvious.

 An experienced journalist will usually look at content in the
objective, source-driven, and factual way he or she has been
trained—precisely the way marketing content must be viewed
and communicated these days.

 An experienced journalist knows how to start with the kernel
of an idea and develop an entire story quickly—another key
success factor in the “more is more” publishing business.

 An experienced journalist, particularly one who’s worked
in your industry, may possess key contacts throughout your
industry and with publications that cover your industry,
making the writer much more than a content production
machine.

The good news, for you at least, is the growing pool of very
experienced journalists finding themselves without a publication to
write for as traditional publishing operations downsize and go out of

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