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Oct212016

Why content marketing needs journalists

This is why Brian Corrigan, content director at Spectrum Group Read, says journalists are critical to content marketing:

 

A trained journalist approaches every piece of content they produce with an audience-focused mindset—what’s in it for the reader, listener or viewer? They’ll ask the awkward ‘so what?’ questions when other members of the team drift into product messaging. People are at the heart of every good story, and a journalist will pounce on opportunities to bring them into your content. When you only have half an hour to extract maximum information from a client or a senior executive, they’ll skip the corporate fluff and quickly get to the questions that matter. They’re also skilled at keeping a story alive by coming up with relevant new angles.

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