Content Marketing & Digital Journalism: Understanding the Relationship

Content marketing and digital journalism may seem like they are worlds apart when it comes to strategic intent. The opposite couldn’t be more true about the relationship between content marketing and digital journalism. No matter what kind of content or journalism you produce, the goal is the same, to get more eyeballs onto your work. Understanding the relationship between content marketing and digital journalism is the key to a successful digital presence. If you’ve been trying to understand what relationship content marketing and digital journalism share, then use this guide to help increase your awareness.

Understanding link building

White-label link building is a term you’ll often hear spoken about between content marketing and digital journalism. White-label link building refers to the process of sharing a link on behalf of a client or business and having it placed on a separate page or website. This process is particularly relevant for digital journalism as you often want links to particular stories included on other pages or websites. This inclusion helps drive more traffic to those stories and increase readership. For content marketers, it’s identical, you want more traffic coming to a particular page or website, which requires links to be shared. 

This shared relationship or goal can be mutually beneficial by using relevant links in digital journalism to topical websites or using links to relevant stories on other web pages. By understanding the importance and regular use of link-building in both content marketing and digital journalism you can clearly see the relationship between the two.

Brand building

The ultimate goal of any content creation is to improve the number of people looking at your website or business. This mutual goal covers both content marketing and digital journalism. Digital journalism is trying to grab the attention of a consumer and convert them into loyal readers or consumers of their content alone. Content marketing is trying to do the same, albeit slightly differently, by building brand loyalty through digital content. The goal of both is to use digital channels to help the consumer with brand recall, retention and ultimately, loyalty to one source. This relationship can be beneficial for both by ensuring that any content creation is done with consideration to relevance and user value. 

Creating content that is irrelevant to the user or journalism that isn’t topical will result in the same outcome, poor brand loyalty and a bad reputation. Understanding how to create relevant content that is informative and useful for your consumer will go a long way to improving both content marketing and digital journalism. 

Both require research

It doesn’t matter whether you are creating content for a particular user group or writing an engaging piece of journalism, without research, no one will engage. Research is fundamental to both digital journalism and content marketing. There are clear differences in the type of research required, however, the fact remains that both require research. Content marketers use research to help engage users by demonstrating expertise in a particular topic. Without this demonstration, users won’t acknowledge the creator’s awareness or ability to write about a particular subject. The same can be said for a journalist creating digital pieces. 

Without evidence or research, journalism is simply hearsay that won’t grab the reader or show integrity. Digital journalists have a higher degree of proof required when it comes to research, however, content marketers likely delve into more research areas to help build more compelling content. It doesn’t matter which way you look at the two disciplines, they share the need to do research and build evidence-backed pieces.

Digital journalism is a discipline that over the years has grown significantly in popularity. Print journalism has slowly been making way for the digital age. With this increase in digital journalism readership, has come a blurred line between journalism and content marketing. The blurred line isn’t as blurred as many would believe, with the two disciplines sharing a lot of similarities in their relationship. 

Both are trying to drive users to their websites, both are looking to build loyal consumers and both require research to do all of the above. If you’re unsure what relationship there is between digital journalism and content marketing, hopefully, this guide has helped clear it up a little. 

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