Why Editorial Make The Best Marketers


It is brutal out there for those working in editorial. From pivots to video and extensive layoffs, job security is an illusion. While that is depressing and many people will find no solace in this, journalists and editors are an in-demand workforce. This is because content is now among the most valuable marketing tools for any company.

I do sincerely hope that journalism thrives and those out of work find (or start) the next great journalistic enterprise. But for those that don’t, a new career awaits.

And for companies looking to bolster their marketing departments, here are a couple of reasons why you should look to journalists for their next job opening.

  1. Content is the lifeblood of a modern marketing organization. The average consumer’s attention is spread out over an almost incalculable amount of sources. And they have particular needs without having a high criterion of how someone meets those needs. They may want to be entertained… or informed… or shocked… or brought to tears. While it’s not always easy for a brand to do that, it’s not impossible.
  2. They bring a new mentality. It’s not shocking to point out that brands can sometimes get into trouble and obfuscate their way out of it. They usually get figured out and, as we learned from Watergate, the coverup is worse than the crime. Journalists can imbue within the organization a sense that the truth is advisable and can be used to one’s advantage.
  3. They don’t bullshit. Companies can often get lost in and in love with the mythos of their brand. Storytelling gets lost. A journalist cannot repeatedly mail in a story and keep his or her job. He or she can tell you when your brand is not resonating and likely why.
  4. They are sponges. Journalists are curious by nature. If you want someone who is going to be determined to learn every day, you often cannot find a better fit than a person who has taught his or herself how to understand entirely new industries just through research and dedication.
  5. The job’s the thing. While the traditional path of promotion for writers is to become an editor, not all (in fact many) do not want to be editors. Managing career paths is a challenge for all industries, but it’s especially prevalent in media. Some just want to grow their stature as a writer and obviously make more money. In a marketing department beset with ego and title hawking, you can have a dedicated worker who just wants to do good work and be paid fairly without needing to manage people or have the loftiest title.

Of course, there are exceptions to this rule, but you’ll find a lot of journalists embody the above. It’s definitely a buyers market for editorial talent, but don’t take it for granted. Smarter companies have been hiring journalists for a long time. If you haven’t started, now is the time.