Content marketing jobs for journalism,social media services pricing,dentist job availability - 2016 Feature

23.04.2015
You'll get the best content from The B2B Marketing Mentor and leading insights on B2B marketing from around the web—delivered straight to your inbox. We’ve known for years that traditional journalism, as a career opportunity, is contracting.
As a result of content marketing’s growing prominence, the roles and functions of PR and journalism as we know them are not only changing, but converging.
To get a more accurate picture, we did a quick search on Craigslist for some of the most common job titles in journalism, PR and content marketing.
At the University of North Carolina, up to 70 percent of students in the School of Journalism are actually majoring in PR and advertising.
As brands transform their marketing departments into content marketing departments, the new roles that are created merge traditional PR and journalism functions. A typical content marketing department functions like an editorial department, yet still promotes a brand: Journalists are hired to craft thoughtful messaging that drives sales, but still adheres to the styles and standards of traditional reporting.
Ben Billingsley, partner at digital communications agency HORN, was also successful in hiring journalists to staff their new content marketing team.
In the past, a PR person would send a press releases to the big media outlets, and reach out to journalists to provide write-ups and articles. The ability for brands to communicate directly with customers has lessened the need for traditional PR approaches, says Pulizzi. Software Advice is the leading provider of detailed reviews, comparisons, and research for software buyers. The shift to Internet-based publication has made it difficult for newspapers and magazines to monetize readership, and the industry has suffered as a result.
And as more content is being created, it’s becoming more difficult for each brand to make its voice heard above the noise.


And according to the Bureau of Labor Statistics (BLS), the number of journalism jobs will decline by another six percent between 2010 and 2020.
The drop in traditional journalism positions coincides with the rise in PR, marketing and advertising positions for a reason: The lines between these fields are being blurred.
To get consumers’ attention, your content must be compelling enough to stand out above the millions of other posts and pages being created online by everyone from teenagers to The New York Times. Manager of Marketing Communications for ShoreTel's Cloud Division, described how her company recruited a team of journalists to produce regular, high-quality online content.
There is still a place for them, but increasingly, effective outreach and marketing is more about SEO and social media distribution than pure press coverage.
As more and more businesses adopt content marketing strategies, they need people who are not only skilled at event planning and writing press releases, but who are also well-versed in areas such as email outreach, Google Analytics – and managing social media communities. Journalists must learn to adopt new technologies, from social media to blogs to photo and video. Journalists, like brands, must build thought leadership through social media relationships and position themselves as an authoritative voice. Creating useful, shareable content can win you subscriber relationships, which can be leveraged for marketing purposes. Your content should have targeted messaging that reflects your company’s mission statement and core values. According to a recent research study, nearly half of B2B enterprise marketers plan to increase their budget for content marketing in the next year. However, getting less attention is the fact that there is still a large and growing demand for journalism skills. This is where journalism skills come in: To create great content, companies need great writers and researchers.


Your great content needs to appear in all the right places, be shared on social media and get links and mentions in blog posts and articles. Meanwhile, the number of PR specialist and manager jobs rose nearly 63 percent between 2000 and 2010, and between 2010 and 2020, it will see another 21 percent increase. In the past, journalism graduates almost exclusively pursued careers at magazines and newspapers, while PR graduates sought jobs at PR firms or advertising agencies.
But you must expand your skill set to include things such as web development, SEO, social media marketing and even graphic design in order to remain relevant. Look for journalists who know how to write high-quality, well-researched stories for an online audience. To succeed at content marketing, your brand must have a department that can perform the functions of an editorial staff, while promoting the content it creates like an advertising agency or PR firm. Conversely, PR people often write news and announcements that reach readers directly through these same online forums. Owned content strategies must be developed with SEO, social channels and brand authority in mind. There is a growing demand for PR professionals whose outreach skills can cut through the noise and promote great content.
Brands from Apple to MTV now have an editorial staff, and publications such as The Atlantic now create ads for other companies.



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