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Journalists do make the best content marketers, but…

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12.07.2018

Our group account director recently tagged me in on this excellent article via Mumbrella about why journos make the best content marketers.

And it’s true – they understand audiences on a cellular level, their careers are built on purpose and the best journos are absolute beasts when it comes to agility (the good type).

I once saw a senior subeditor nail six yarns with killer headlines on deadline all while screaming on the phone to her solicitor who was managing a home purchase crisis on settlement day. We then went for beers, but that’s another well-told journo story.

Yes, they can be all of these things and much, much more for a business that recognises their value and skills. But there is something that many journos do when they make the leap to marketing that straight up cooks their goose.

They stop acting like journos.

It’s often whispered (read openly mocked) in newsrooms about........

© Mumbrella