The world is full of snappy writers who can garner traffic, clicks, and “likes” that give a short-term lift to your promotion. But it’s getting noisy out there. Successful content marketing has to make a lasting impression and provide something authentic to your customers to create a real return on your marketing investment.

I don’t mean any knock on my colleagues whose experience has been entirely in marketing. In fact, someone whose only experience is in journalism has some catching up to do in marketing. But I find that in addition to having the baseline writing skills, reporters are adept at several other skills helpful in a B2B content marketing effort.


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