Former journalists are finding new career paths in brand journalism, a field that involves creating content for businesses to promote their expertise. This shift is driven by the decline of traditional media and the rise of AI-generated content, which has increased the value of human-written content.
Why Journalists Are Making the Switch
A recent analysis found that over 2,800 journalists have transitioned to brand journalism roles in the last decade, with around 230-340 making the switch each year. The panelists at the Cited industry conference, including AJ Smith, Tracy Middleton, and Sarah Firshein, shared their experiences and insights on this career path.
Smith, Middleton, and Firshein discussed the challenges and opportunities of working in brand journalism, including the need to adapt to new goals and communication styles. They emphasized the importance of highlighting transferable skills, such as research and writing, to succeed in this field.
The rise of brand journalism has created new opportunities for journalists to apply their skills in a business setting, while also providing businesses with high-quality content to promote their expertise.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
