Since 2000, many newsrooms have been trimming their staff and closing their doors. According to the Bureau of Labor Statistics (BLS), between 2010 and 2020, journalists will lose their jobs at a rate of 6%. In contrast, the BLS expects that public relation positions will increase almost 21% during that time.
The reason for the decrease in the traditional journalism and corresponding increase in public relations is that the two are almost in distinctive. The marketing and public relations departments have a growing need for change. Content marketing is a major piece of that change.
The goal of content marketing is to present readers with useful content, resulting in sales generation. Now, businesses need helpful content. There is a positive change by adding journalists to content marketing’s mix. Since content marketing is niche specific, it at times is missing a piece of the big picture.
Journalists can cover a vast amount of information. One can only wonder how the rise of traditional journalism will impact content marketing in 2014 and beyond. Is traditional journalism back?
Search Engines are More Selective of High Quality Content
One prime reason for the change is that content marketing agencies coach to businesses that content is king. The quality of content must be superior when it comes to search engines like Google. They have a high criteria of standards to meet to be worthy of ranking on the first page. Google and readers frown upon rehashed content, as it offers no real value or solution. Once other reputable sites stop linking to these websites and blog pages, a website’s reputation and value are at stake.
The Use of Content Mill Materials is Phasing Out for Quality Providers
Some businesses think that quantity comes before quality. Others have learned that both are important when it comes to having a value added website and rank as number one with Google. So, they invest in the services of content mills to provide quality and expert writers.
Unfortunately, many content mills are not able to adapt as quickly to the ever-changing times of Google’s algorithms. So, as they have a vast amount of writers ready to churn out content, and much is very well written, it’s still not meeting the expectations of Google or industry followers.
A content mill writer may not know who their audience is. They are reporting specifics, but to no targeted audience. A content mill writer does not know of their audience’s lifestyle or what is important to them. There are no relationship building techniques available with content mills. Readers are looking for clear and definitive solutions. Sometimes you can’t get that from a mill.
What Readers Want
Another change is that readers want more content. Content mills typically provide 300-500 words of content. Readers understand they need more meat in their content and are willing to read it. So, 1000-2000 word blog posts are more appealing and replacing the outdated and short blog post.
In fact, this is exactly what a journalist is used to. A person is willing to sit and read a magazine or daily newspaper, so why not do the same digitally? The longer blog posts should contain authoritative sources to encourage trust between the reader and the business. Consumers are demanding about the information they absorb, and fact checking is relevant to them.
Readers Can See Right through Branded Content Marketing
Content marketing used to be keyword specific. Either the entire post was about the specific keyword or the keyword was stuffed in, making no rhyme or reason. Now, business’s look upon the traditional journalist to focus their posts on useful information and less on branded content marketing. A traditional journalist can do just that because they are trained to write with an unbiased opinion.
What a Journalist Can Bring to the Table
A journalist’s background is key to bringing fresh content to an organizations blogs. Their very nature is to stay on top and report new and current trends. The fast and accurate delivery of information is integral for quality content. They present juicy content and those readers, are back for seconds. A journalist has an inquisitive nature, so they are always on the prowl for new ideas to provide quality content.
Content marketing departments seek someone who can meet deadlines, manage a content editorial calendar, can tell a story, and write well. The only thing a journalist should work on is constructing a blog post into one that can drive sales.
As it unfolds, we see that the heart of traditional journalism is back. Readers need someone to be honest and write towards helping their readers understand. They should provide more meaty content on topics that matter and are trendy.