Bridging The Gap Between Journalism And Marketing

Bridging The Gap Between Journalism And Marketing
SHARE
THIS



In this guest post, Lauren Quaintance (pictured below), co-founder and head of content at Storyation, argues it’s time journos and marketers were less adversarial and worked to find a common ground…

You could say journalism was my first love. I started reporting for a children’s news agency on my local paper when I was 11. By the time I was 27 I was living in New York and on a clear autumn day that September I was faced with the biggest assignment of my career. I loved everything about journalism; the heart-quickening pace, the craft of long-form writing and the chance to do some good.

Lauren Quaintance

So when the financial model that underpinned the media business disappeared – almost overnight – I was distraught. As the revenue from classified advertising vanished so too did media jobs. In 2012 no fewer than 1,000 journalists in Australia (or 15 per cent of the workforce) either voluntarily or unwillingly became redundant.

Even though the last decade of my media career was spent in editorial management rather than as a writer, it was sobering to see the industry losing a vast well of talent. The best journalists are both natural reporters (sharp interviewers and dogged researchers); and gifted writers who can make even the most mundane topic poetic.

When I co-founded Storyation back in 2013 it seemed natural to me to harness some of that talent to work for brands by building the best network of content creators in Australasia. I had been briefing journalists who worked for me at Fairfax Media to write content for brands for many years but when I started working on branded content outside the Fairfax network, I admit I was surprised at how little marketers understood about journalists and vice versa.

Here’s what I’ve learned in four years:

1.   Brands and journalists need an intermediary

Marketers and journalists don’t speak the same language yet. At Storyation we have experienced editors who distill the briefs we get from brands into a form that journalists can understand. We’re also here to sift out the story ideas from journalists that are not on brief and to massage content to fit with a brand’s tone and style.

2.   Brands should not expect journalists to write a puff piece

If you want ‘content’ that is essentially a long list of the benefits of what you are selling then don’t engage a journalist. But if you want engaging copy about a subject that genuinely speaks to an audience need or passion then you need journalists – and just as importantly editors – with experience in connecting with large-scale audiences.

3.   Journalists will interview real, live people

This might seem obvious but surprisingly enough some marketers have not thought about this. If you don’t want talent in your stories (experts and real people) then you are better placed using a copywriter because you are essentially rewriting press releases or brochure copy.

4.   Subject matter expertise is everything.

Every day our editors are tasked with finding the right person for the right job. We believe that deep expertise in a subject such as superannuation or cancer or family travel is essential to creating create content. When we get it right that’s when the magic happens.

5.   Journalists need to expect to be held to a higher standard

That’s right – a higher standard of research and referencing is often required by brands who have compliance teams even though long before so anyone getting out of journalism and into content marketing expecting an easy ride need not apply.

Please login with linkedin to comment

lauren quaintance storyation

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]