Former journalists are increasingly taking on brand journalism roles, where they apply their research and writing skills to promote companies’ expertise. According to an analysis by Alex Hamilton of Live Data Technologies, over 2,800 journalists have made this transition in the last decade, with 230-340 making the switch each year.

Why the Shift?

The decline of traditional media, coupled with the rise of AI-generated content, has created a demand for authentic, human-written content. As a result, brands are seeking skilled writers and editors to create compelling content that showcases their expertise.

Three former journalists, AJ Smith, Tracy Middleton, and Sarah Firshein, shared their experiences transitioning into brand journalism during a panel discussion at the Cited industry conference. They highlighted the challenges of adapting to a new work environment, where the goals and communication styles differ from traditional journalism.

Despite these challenges, the panelists emphasized the opportunities that brand journalism offers, including the chance to build something from the ground up and work in a niche that aligns with their interests. They also noted that brand journalism teams are expected to demonstrate measurable impact on the business, rather than just focusing on readership growth.

Transferable Skills

The panelists advised job seekers interested in brand journalism to highlight their transferable skills, such as research, writing, and editing. As the media landscape continues to evolve, the path from newsrooms to the corporate world is likely to become more populated.

Original reporting: KRDO (Colorado Springs metro) — read the source article.