Conversation Agent - Valeria Maltoni - The Future of Journalism: Content Marketing

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@Bruce - that is a terrific idea. I already mentioned it in conversations with a couple of journalists today.

@Jeff - imagine a bureau where you can hire journalists to help you with your content. When you get a chance, do pass along the information about your friend. I talk to a lot of people in a week...

@Mark - you're mostly right. But there are some leaders who actually do appreciate and support thinkers and writers. Sometimes it's hard to get to them through the "normal" or expected channels as they are surrounded by people whose job is to screen you out. Or at least they think it is. My suggestion is not to give up. Don't accept what others think your reality is. Create one for yourself. It may and will require you to go above and beyond, but that's why those who do the work succeed. They actually do it.

@Karen - cannot help companies that are stuck in a rut, they need to help themselves. Meanwhile, we can make the others thrive. It's my experience that we can never change anyone aside ourselves. And even that is pretty hard. The other disappointing discovery of corporate America is that there really is no appreciation for people with skills that differ from the manager's style. That's probably why a lot of work looks and feels cookie cutter.

@Sloane - excellent thought, thank you. Writing content for this blog over the (almost) part three years and curating a community, I can tell I learned a lot from the experience. I'm not quite organized to do videos and podcasts, yet, but it's a matter of time.

I would also add audio and video skills to the content mix. Multimedia is super important these days. Coming out of broadcast journalism school, I was fortunate enough to fall into the world of content creation, where I still am today. Journalists, whether from a print or broadcast background, can bring a lot to the corporate table: in-depth research skills, an understanding of how to talk with people in a non-PR speak way, and a diverse mix of experiences and knowledge.


Great post and I find Jeff's and Mark's comments to be interesting as well.

I'm in the opposite situation as Mark experience-wise in that I was trained as a marketer/communicator, but thrive as a business writer. A lot of communications positions state that they want someone with a journalism degree, but I don't always listen to what's advertised. If the duties are interesting and similar to what I've done before, I apply anyway.
I do agree that most companies are stuck with rigid thinking and tend to see things with "tunnel vision." It's unfortunate as the demands on people in today's workplace require a different kind of thinking. I believe that a good journalist could thrive in any environment as they have the skills needed to dig deep to find out what's relevent to a story. Unfortunately, many business owners don't see things from this point of view and they're missing out on hiring some really great people.

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