How my Journalism degree serves my content marketing profession
When I reflect on my journey from studying journalism to becoming a content marketer, it feels like a natural progression. My journalism degree, specifically my NCTJ-accredited course, taught me skills that have become the foundation of my work as a marketer. From mastering the inverted pyramid to asking tough questions and weaving compelling stories, the lessons I learned in journalism are the tools I now wield in every piece of content I create.
The Inverted Pyramid: Structuring for Clarity
One of the first lessons I learned as a journalism student was the power of the inverted pyramid. In this structure, the most critical information—often the "who, what, when, where, and why"—comes first, followed by supporting details and background information.
This principle is invaluable in content marketing. In a world where attention spans are short, grabbing the reader's attention immediately is essential. Whether I’m crafting website copy, SEO blogs, or landing pages, I apply the inverted pyramid to ensure my audience gets the key message right away. This approach helps me deliver value upfront and guide readers deeper into the narrative.
Example of the inverted pyramid: Source: https://www.schooljournalism.org/what-comes-around-goes-around-the-inverted-pyramids-popularity-soars-in-a-digital-age/
Interviewing: The Art of Asking Hard Questions
As a journalist, I learned to ask the tough questions—the ones that get to the heart of a story. It’s not just about what someone is saying but why they’re saying it. My interview skills have translated seamlessly into content marketing.
When I’m working with clients to create copy or develop a marketing strategy, I channel my inner journalist. I dig deep to understand their brand’s mission, audience, and challenges. These conversations often lead to unexpected insights, which I then transform into creative, targeted content that resonates.
Lived Experiences: Writing with Empathy
Journalism taught me to see the world through multiple perspectives. Reporting on stories required me to empathise with others’ lived experiences and communicate those experiences authentically. This skill is especially relevant in content marketing, where connecting with the audience on a human level is key.
Whether I’m writing a blog or crafting ad copy, I aim to infuse the content with empathy and understanding. I draw from my own experiences, too, to add depth and authenticity to the story. After all, people respond to content that feels real—and journalism instilled that instinct in me.
Storytelling: The Core of Communication
At its heart, journalism is about storytelling, and so is content marketing. My journalism degree trained me to structure narratives that inform, engage, and sometimes even inspire action. Storytelling is what makes a brand memorable, and it’s a skill I honed through modules like Broadcast Journalism (TV and Radio) and Practical Magazine Journalism.
Now, as a content marketer, I bring that same energy to the table. Whether I’m working on a website project, an SEO campaign, or creative copywriting, I approach every project as a story waiting to be told.
The Modules That Built My Skillset
Every module of my journalism degree contributed to the skills I use today:
Shorthand for Journalists: Efficiency matters in journalism, just as it does in marketing. Shorthand taught me to extract the essence of a conversation quickly—a skill I use when distilling complex ideas into concise content.
Media Law and Court Reporting: Understanding the nuances of accuracy, fairness, and legal considerations is essential for both journalism and marketing. This module sharpened my ability to communicate responsibly while navigating complexity.
Public Affairs for Journalists: This taught me the importance of understanding systems and structures, from governments to organizations. That insight is invaluable in crafting informed, authoritative content.
Video Journalism for Digital Platforms: In today’s visual-first world, this module gave me the skills to think beyond words. Video content is a staple in modern marketing, and I use these skills to support multimedia projects.
Editing Skills for Journalists: The devil is in the details. Polished, precise copy can make or break a marketing campaign, and my editing training ensures every word serves a purpose.
From Journalism to Marketing: Applying Creativity
After completing my degree, I gained experience at a creative marketing agency, where I applied my journalism foundation to real-world projects. From website copywriting to SEO campaigns, I leaned into the creativity journalism had fostered. I approached each project with curiosity, precision, and a commitment to delivering meaningful content.
Working in marketing has also taught me the importance of collaboration. While journalism was often a solo endeavor, marketing is about teamwork. This shift has helped me grow as a professional, and it’s one of the reasons I love what I do now.
Why It Matters
For me, transitioning from journalism to content marketing wasn’t just a career move—it was a natural evolution. The storytelling, clarity, and empathy I learned in journalism are at the heart of my work as a marketer.
As a journalist, I wrote stories that mattered. As a content marketer, I help brands tell theirs. Both require listening, asking the right questions, and crafting narratives that resonate. My journalism degree didn’t just teach me how to write—it taught me how to connect. And that, I believe, is what makes content marketing so powerful.
