Stop hiring journalists—hire marketers instead

Great writing has always been the cornerstone of publishing, but in today’s competitive landscape, it’s no longer enough. Publishers need more than compelling prose to thrive; they need to attract and retain paying audiences. And that’s where marketers come in. Marketing expertise is the missing ingredient for sustainable growth, helping publishers turn great content into measurable results. Here’s why you should shift your focus from hiring journalists to hiring marketers.

The Limitations of Great Writing Alone

1. Content Without Strategy Falls Flat: Even the most well-written articles will struggle to find an audience without a solid distribution strategy. A marketer knows how to amplify your content, ensuring it reaches the right people at the right time.
2. Engagement Over Eyeballs: Journalists often focus on creating content that informs, but marketers know how to drive deeper engagement. They design strategies that move readers from passive consumption to active interaction.
3. No Built-In Audience: Great writing doesn’t guarantee readers. A marketer brings expertise in audience development, using tools like SEO, social media, and email campaigns to grow and nurture a loyal following.

What Marketers Bring to Publishing

1. Data-Driven Insights: Marketers excel at analysing audience behaviour and adapting strategies to maximise results. They can identify what content resonates, where readers come from, and how to convert them into subscribers.
2. Customer-Centric Focus: While journalists often prioritise storytelling, marketers prioritise the audience. They understand what readers want, how they consume content, and what drives them to take action.
3. Revenue Generation: Marketers specialise in creating funnels that turn casual readers into paying subscribers. From upselling strategies to retention campaigns, they know how to monetise audiences effectively.
4. Cross-Channel Expertise: A good marketer knows how to leverage multiple platforms—social media, search engines, newsletters, and more—to distribute content and drive traffic back to your site.

The Case for Marketers in Key Roles

1. Content Promotion: A marketer ensures your best content gets the visibility it deserves. They’ll use paid ads, social campaigns, and email marketing to amplify reach.
2. SEO Optimisation: Marketers understand how to craft headlines, meta descriptions, and keywords that improve search rankings, making your content more discoverable.
3. Subscriber Retention: Once readers convert, marketers work to keep them engaged. They use personalised emails, exclusive offers, and loyalty programs to build long-term relationships.
4. Product Development: Marketers can identify audience needs and suggest new products or features, such as premium content packages, events, or merchandise, that align with reader interests.

Examples of Marketing-Driven Success

1. The New York Times: Beyond journalism, the NYT’s success lies in its marketing strategies, from targeted ads to data-driven subscription campaigns.
2. BuzzFeed: Known for viral content, BuzzFeed’s growth is driven by a marketing-first mindset that prioritises audience insights and cross-platform engagement.
3. The Athletic: This subscription-based sports publisher uses sophisticated marketing funnels to attract and retain loyal subscribers.

How to Balance Journalists and Marketers

The goal isn’t to replace journalists but to complement them with marketing expertise. Here’s how:

1. Foster Collaboration: Encourage journalists and marketers to work together. For example, journalists can provide the content while marketers craft headlines optimised for SEO or social sharing.
2. Integrate Analytics: Provide journalists with insights from marketing data, helping them understand what stories perform best and why.
3. Upskill Teams: Train journalists in basic marketing principles, such as SEO or audience engagement, to bridge the gap between content creation and promotion.
4. Hire Hybrid Roles: Look for professionals who can combine editorial skills with marketing expertise, such as content strategists or growth marketers.

The Bottom Line

Great writing isn’t enough to grow a publishing business in today’s digital landscape. Marketers bring the skills and strategies needed to amplify your content, grow your audience, and drive revenue. By hiring marketers alongside journalists—or even prioritising marketing hires—publishers can create a sustainable model for long-term success. It’s time to rethink your hiring priorities and embrace the power of marketing.