How content marketers can approach storytelling like a journalist

Content marketers are not journalists. But in this chaotic landscape—where economic downturns, mass layoffs and a steady erosion of respect conspire to turn even the most noble professions into precarious gigs—many journalists find themselves wearing the content marketing hat. It’s like being handed a pair of scissors by Atropos, that merciless Fate, ready to snip away at the last threads of your career. And yet, they’ve slipped into this new role with surprising finesse.

But let’s face it: the average content marketer, trained in SEO and sales funnels, often resembles a blogger more than a journalist. They churn out opinions, often steeped in a single perspective, conducting surface-level research. Their focus? Closing deals, not opening minds. It’s time to flip the script and transform that marketing mentality into a storytelling powerhouse.

Content marketers think of readers as their prospects. Journalists think of them as their audience.

Content marketers inform readers and direct them to the desired action. Journalists share stories and engage readers to earn their attention.

Content marketers have a thing or two to learn from trained journalists. Here’s the scoop.

Everyone has a story: Uncover the gold

Stories are absolutely everywhere. Just like journalists, content marketers should learn to keep their eyes and ears open for them. As a storyteller, it’s your job to identify the opportunity to tell a story. No person walking this earth is without valuable insight.

Don’t think the subject is interesting enough? You’re the problem. Journalists are taught the fundamentals of structuring and fleshing out a story and telling it in an exciting way.

Actionable tip: Keep a story diary. Jot down interesting anecdotes, conversations or observations throughout your day. When the time comes to create content, you’ll have a treasure trove of inspiration ready to ignite your narrative.

Go straight to the source: Ditch the copy-paste routine

Interviews are such a valuable part of content marketing. Unfortunately, content marketers tend to focus more on secondary research than they do on speaking with sources or gathering original research. If you don’t want to publish a regurgitation of the hundreds of other articles in your niche, communicate with customers, your employees and industry experts. It takes a bit more work, but it helps shape the entire narrative of the piece. Plus, it makes you more credible as it adds multiple points of view to your content.

Actionable tip: Aim to conduct at least three interviews for every piece of content. Talk to customers, employees and industry experts. Make them spill their guts. Each voice adds layers, transforming bland articles into vibrant narratives.

Structure like a journalist: Embrace the inverted pyramid

Journalists use the inverted pyramid when they write articles. The most critical information leads the piece, while the least important information appears at the end. With humanity’s declining attention span, it’s really the best way to structure most types of content. If you’re having a problem with your bounce rate, not utilizing the inverted pyramid might very well be the culprit.

Actionable tip: Start with your main point. If they click away, they at least walk away with your core message. No fluff, just guts.

Research with caution: don’t drink the Kool-Aid

While getting familiar with a topic via Google or social media is fine, verify that any stats, facts or data you use comes from a reputable source. Be sure to cite the original research source and confirm its date is recent, too. If the research is more than one year old, reconsider its validity as things are moving so fast that it can easily be written off as outdated by readers.

Actionable tip: Vet your sources like a journalist on a mission. Use fresh data—ideally less than a year old—and always cite the original research. Credibility isn’t just a buzzword; it’s your lifeline.

Speed and accuracy: The art of the quick hit

Content marketing campaigns can get so complicated and far-reaching that they take ages to execute. But sometimes, done is better than perfect. Putting out consistently excellent and credible content on a very regular basis helps you build an audience and increase your short-term ROI.

A journalist is measured on their fast and accurate completion of projects. These skills aren’t as much of a focus in the content marketing world. Few content marketers can turn over quick work without mistakes. A journalist works under the gun and knows that a hole will be left in their publication or broadcast if they don’t finish their work by the deadline.

Actionable tip: Set hard deadlines. Build a workflow that emphasizes timely delivery without sacrificing your soul.

Objectivity over bias: Transparency is your superpower

Journalists strive for objectivity. While content marketers focus on portraying their brand positively, it is still essential to be transparent about what your product or service offers—even regarding limitations. Although it’s okay for content to be promotional, it should ultimately guide customers in the right direction and help them make more informed decisions.

Actionable tip: Own your product’s limitations. Be transparent about what your service can and can’t do. This honesty fosters trust, transforming skepticism into loyalty.

Master the art of pitching

Journalists have to WORK FOR IT when they present an idea to their editors. Pitches often require three or more suggested heds and deks, a unique story angle and focus (typically several paragraphs long), a spiel on why the story is engaging/relevant to readers, how the story fits into the publication’s mission, how the story will be presented and promoted, the number of sources needed as well as their names/contact information, a list of potential interview questions for the sources, a targeted word count, the kind of photos and illustrations the piece requires and even possible sidebars to go along with it. The pre-reporting alone could make or break your chance to get published.

Often, after doing all that work, journalists have to repitch the story to add even more context.

My point? Content marketers should be more intentional about their content marketing. Before moving forward, determine why someone should care, what your angle is, and all aspects of the presentation.

Actionable tip: When brainstorming, outline your pitch with a killer angle, potential sources and why this story matters. Treat every piece like it’s the next Pulitzer winner.

Edit ruthlessly: Spend more time slashing than writing

How long do you spend editing? 10 minutes? 20? Try spending more than 50 percent of your time editing than writing. When editing, work on omitting fluff and on being as specific as possible as generalities disengage readers.

Add more examples, data, recent research, context, explanations and statistics to your content after finishing the writing process.

Make sure every sentence you write provides value and substance. Cut down on adjectives, use stronger words and stick to the meat.

Actionable tip: After finishing your draft, set it aside for a day. Come back with a machete. Cut the fluff, make it tight and never forget that every word should pack a punch.

Be a skeptic: Cultivate your inner cynic

Journalists are critical thinkers taught to question everything. They use research, interviews and stories to seek truth and consider all perspectives. As skeptics, journalists are constantly learning and aren’t hung up on the way things are or maintaining the status quo. Adopting healthy skepticism yields a more informed public who can lead others to make educated decisions.

Actionable tip: Ask the hard questions. Why does this matter? Who benefits? What’s the angle everyone else is missing? This skepticism leads to deeper, more engaging narratives.

TL;DR: Think of your readers as your audience instead of a means to the end of a sale. Earn their readership with each and every piece of content by adding value, providing multiple points of view and earning your credibility with accurate and clear reporting.

Final challenge: Go out there and create something that’s not just noise—craft a narrative that resonates, a story that lingers. You’re not just selling; you’re telling. Make it count.

Let me help you forge narratives that resonate. From illuminating articles to gripping case studies, I’ll distill raw interviews into stories that captivate and inspire your audience. All I need to get started is access to your subject matter experts.