Perspectives

Journalists: The Secret Weapon for Great Content Marketing

Share this

The internet is becoming increasingly saturated with content, intensifying the competition for visibility among key target audiences.

While brands are leveraging data, tools and algorithms to gain an edge, the core of what makes for a compelling brand story hasn’t changed, and quality content is still far more likely to perform well.

Our role involves crafting informative and engaging copy that educates B2B buyers. Brand stories are at the heart of B2B marketing, and journalists are incredibly well-placed to craft them.

“Transitioning from writing for newspapers, crafting magazines and branded content, and now managing cross-platform B2B digital content has confirmed my belief that storytelling is at the core of effective communication, no matter the platform,” comments Rod Mackenzie, Salween’s Content Director.  

“It has underscored the importance of core journalistic skills: uncovering the essence of a story, understanding diverse audiences and weaving engaging narratives.”

Seven Reasons Why Journalists Make the Best Content Marketers 

Salween’s Content Studio applies journalistic principles to brand storytelling – we need to understand what it takes for a piece of content to tick off the who, what, when, why and how. The “how” is particularly important, and those with journalistic skills will have the know-how to create effective brand narratives.

Specifically, there are seven ways in which journalists make for powerful content marketing assets.

Experience Counts

Today, there are several ways to produce high volumes of content for a small cost. Content mills offer staggeringly economical rates and turnaround times that would make any seasoned journalist sweat. Quantity, however, does not lead to credibility.

In the B2B marketing world, content simply must be credible if brands want to be taken seriously. This requires experienced writers who understand your market – individuals who have honed their craft and know what it takes to cut above the noise.

Getting to the Crux of the Story

A good journalist will possess the ability to get to the heart of a story. When it comes to fashioning brand narratives, they will know which messages are likely to resonate with your target market’s pain points and needs.

Leaving No Stone Unturned

Journalists are trained to unpack complex information, scrutinise the details and analyse every angle. Good journalism is about providing authoritative answers to pertinent questions. But how do you know which queries will strike a chord with customers?

Asking questions is what journalists do. It is a key reason why they are highly effective at content planning and consulting on B2B marketing strategies.

Appealing to the Layperson

We work with highly qualified experts in the B2B world. Our clients know their solutions and sectors inside out because they live and breathe their brand every single day.

Tapping into that knowledge and using it for brand storytelling is what content marketing is all about. However, product development and sales teams often face challenges in effectively communicating their value proposition. All too often, executives become so product-focused that they leave customers feeling confused.

Journalists can solve this problem by helping to digest large volumes of complex information and translate it into content that is accessible to broad audiences.

Objective Analysis

Integrity is at the core of effective brand storytelling. Journalists understand that a story’s credibility hinges on its ability to present facts in an unbiased manner.

While it’s natural for brands to showcase their best qualities, skirting the truth to secure sales can ultimately undermine trust. Claims need to be backed by substantive evidence that can stand up to scrutiny – this has always been a fundamental pillar of sound journalism.

Helping Identify Blind Spots

Company owners, executives and marketers know their brands inside out. However, even those at the very core of a business may miss out on marketing opportunities.

This is where a journalist’s outsider perspective can pay dividends. Armed with a keen eye for identifying compelling narratives, journalists can spot opportunities which others may miss that can help elevate your brand story.

Being Adaptable

With that said, delivering a compelling narrative is not always plain sailing. Journalists often encounter obstacles – extracting insight from interviewees can be difficult, leads can dry up, and topics which have been assigned may appear too dry.

Top journalists are successful because of their ability to overcome these barriers. The best can navigate tough interview scenarios, draw on their resourcefulness to obtain new leads and leverage their creativity to pull interesting stories out of the most unlikely topics.

We Are Journalists at Heart

Salween has journalism in its DNA. Our founder and CEO, Sylvia Saw McKaige, is formally from CNBC and worked at the Bangkok Post during a media and communications career that has spanned almost two decades.

Meanwhile, our Director of Operations, David McKaige, covered breaking news for Reuters Television for more than a decade with datelines from Bosnia to Beijing. 

Our confidence in crafting compelling stories is grounded in experience. We have worked on news desks, been at the frontline of storymaking, and understand what it takes to generate interest and debate around a topic or trend. We also know how to speak to a variety of readers, viewers and listeners through multiple communication channels – from technical experts to those with limited or no knowledge of a subject.

In a highly competitive B2B marketing landscape, leveraging journalistic expertise can provide you with a significant communications edge, enabling you to craft compelling, credible, and accessible narratives that position your brand as a trusted industry leader.

To discover more about how our approach to B2B marketing can empower your business, drop us a line.

About the author

Picture of The Salween Group Content Studio

The Salween Group Content Studio

The Salween Group Content Studio produces in-depth strategic and creative multimedia content to tell stories that build brands. Founded and managed by award-winning former journalists, we bring global brands to Southeast Asia, and Southeast Asian brands to the world.

You Might Also Like

Guide to B2B advertising on LinkedIn

Content That Means Business

We are committed to safeguarding the privacy of our website visitors; this policy sets out how we will treat your personal information.

The salweengroup.com website uses cookies. By using our website and agreeing to this policy, you consent to our use of cookies in accordance with the terms of this policy.

1. What information do we collect?

We may collect, store and use the following kinds of personal information:

(a) information about your computer and about your visits to and use of this website (including your IP address, geographical location, browser type and version, operating system, referral source, length of visit, page views and website navigation.

(b) information that you provide to us for the purpose of registering with us.

(c) information that you provide to us for the purpose of subscribing to our website services, email notifications and/or newsletters.

(d) any other information that you choose to send to us; and

(e) other information.

2. Cookies

A cookie consists of a piece of text sent by a web server to a web browser, and stored by the browser. The information is then sent back to the server each time the browser requests a page from the server. This enables the web server to identify and track the web browser.

We use “session” cookies on this website. We will use the session cookies to: keep track of you whilst you navigate the website; and other uses.

Session cookies will be deleted from your computer when you close your browser. Persistent cookies will remain stored on your computer until deleted, or until they reach a specified expiry date.

We use Google Analytics to analyse the use of this website. Google Analytics generates statistical and other information about website use by means of cookies, which are stored on users’ computers. The information generated relating to our website is used to create reports about the use of the website. Google will store this information. Google’s privacy policy is available at: http://www.google.com/privacypolicy.html.

3. Using your personal information

Personal information submitted to us via this website will be used for the purposes specified in this privacy policy or in relevant parts of the website. We may use your personal information to:

(a) administer the website;

(b) improve your browsing experience by personalising the website;

(c) send you general (non-marketing) commercial communications;

(d) send you email notifications that you have specifically requested;

(e) send to you our newsletter and other marketing communications relating to our business or the businesses of carefully selected third parties that we think may be of interest to you by post or, where you have specifically agreed to this, by email or similar technology (you can inform us at any time if you no longer require marketing communications)

(f) provide third parties with statistical information about our users – but this information will not be used to identify any individual user;

(g) deal with enquiries and complaints made by or about you relating to the website; and

(h) other uses.

Where you submit personal information for publication on our website, we will publish and otherwise use that information in accordance with the licence you grant to us.

We will not without your express consent provide your personal information to any third parties for the purpose of direct marketing.

4. Disclosures

We may disclose information about you to any of our employees, officers, agents, suppliers or subcontractors insofar as reasonably necessary for the purposes as set out in this privacy policy.

In addition, we may disclose your personal information:

(a) to the extent that we are required to do so by law;

(b) in connection with any legal proceedings or prospective legal proceedings;

(c) in order to establish, exercise or defend our legal rights (including providing information to others for the purposes of fraud prevention and reducing credit risk);

(d) to the purchaser (or prospective purchaser) of any business or asset that we are (or are contemplating) selling; and

(e) to any person who we reasonably believe may apply to a court or other competent authority for disclosure of that personal information where, in our reasonable opinion, such court or authority would be reasonably likely to order disclosure of that personal information.

Except as provided in this privacy policy, we will not provide your information to third parties.

5. International data transfers

Information that we collect may be stored and processed in and transferred between any of the countries in which we operate in order to enable us to use the information in accordance with this privacy policy.

Information that you provide may be transferred to countries (including the United States, Japan, (and other countries) that do not have data protection laws equivalent to those in force in the European Economic Area.

In addition, personal information that you submit for publication on the website will be published on the internet and may be available, via the internet, around the world. We cannot prevent the use or misuse of such information by others.

You expressly agree to such transfers of personal information.

6. Security of your personal information

We will take reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal information.

We will store all the personal information you provide on our secure (password- and firewall-protected) servers. All electronic transactions you make to or receive from us will be encrypted using SSL technology.

Of course, data transmission over the internet is inherently insecure, and we cannot guarantee the security of data sent over the internet.

7. Policy amendments

We may update this privacy policy from time to time by posting a new version on our website. You should check this page occasionally to ensure you are happy with any changes.

We may also notify you of changes to our privacy policy by email.

8. Your rights

You may instruct us to provide you with any personal information we hold about you. Provision of such information will be subject to:

We may withhold such personal information to the extent permitted by law.

You may instruct us not to process your personal information for marketing purposes, by sending an email to us. In practice, you will usually either expressly agree in advance to our use of your personal information for marketing purposes, or we will provide you with an opportunity to opt out of the use of your personal information for marketing purposes.

The website contains links to other websites. We are not responsible for the privacy policies or practices of third-party websites.

9. Updating information

Please let us know if the personal information that we hold about you needs to be corrected or updated.

10. Contact

If you have any questions about this privacy policy or our treatment of your personal information, please write to us by email or by post.

The Data Protection Officer
Salween Group Pte Ltd
143 Cecil Street, #25-01 GB Building, Singapore 069542