Five transferable skills that make journalists great marketers

As traditional media evolves, many journalists find themselves considering new careers. This pivot often lands them in the marketing world, where they can repurpose familiar abilities. Concordia University journalism and political science grad Erik Leijon, BA 06, exemplifies how this shift can be both successful and rewarding.

“It’s a privilege to be a journalist and have the opportunity to tell people’s stories,” Leijon says. “Over time, you develop an understanding of what’s important and relevant, and that’s a skill that carries over (to marketing). Journalists are attentive, detail-oriented, and have all kinds of soft skills employers are looking for.” 

Today, Leijon works full-time in digital marketing as a social media content producer and account manager at Demandii, a B2B agency. But for decades, he was a trusted music and culture contributor with several respected media outlets across Canada. His work organically transitioned to crafting sponsored articles for brands, which led to a role creating promotional content for Tangerine Bank, and eventually becoming content lead at then-Buzzfeed-owned Complex Canada.  

While he still enjoys occasional freelance gigs covering topics he's passionate about, his openness to tackling new challenges in the marketing world have paid off in terms professional growth and career stability.

Speaking from personal experience, Leijon believes journalists bring these five transferable skills to marketing.

1. Storytelling That Resonates

At its core, journalism is about telling compelling stories, a skill marketers rely on to craft narratives that connect with audiences.

“Writing about music and youth culture for years as a journalist made it easy to write about youth-oriented brands for Complex Canada,” Leijon explains. “It’s about speaking the language of the person you’re writing to. And people can spot a fake pretty easily.”

Journalists instinctively identify a story’s core message and tailor it to their audience. Whether writing blog posts or producing video content, this skill translates directly into creating marketing materials that engage and captivate.

2. Inquisitiveness

A journalist’s first question on any project is often, “Who is this story for?” This focus on audience understanding is equally critical in marketing.

“I’ve tried to remain as intellectually curious as possible,” Leijon says. “When you’re a journalist covering stories, you need to get caught up to speed on the 5 Ws. Sometimes you don’t have time for a learning curve.”

This same curiosity, he suggests, can facilitate a smooth transition for journalists now tasked with learning essential marketing tools, from project management platforms to AI software. 

“I’ll often find myself entering a situation where I don’t have all the answers, but I feel that urge to want to know more,” says Leijon. “And hopefully, in the end, I’ve picked up a new skill that will help me in the future.”

4. Multimedia Content Creation

Journalists often develop technical expertise in writing, photography, design, and video production, skills that are indispensable in marketing.

Leijon reflected on his first full-time marketing role creating promotional content for Tangerine Bank’s Forward Thinking blog.

“Understand the skills you’re picking up in the jobs you’re doing,” he advises. “Early on in my career, I didn’t think of it that way. I was more concerned about the byline or which celeb I talked to. I realized that it’s all storytelling in the end.”

Whether writing blog posts, producing social media campaigns, or designing infographics, journalists bring versatility and creativity to the table.

5. Critical Thinking and Problem Solving

Journalists are trained to question assumptions, synthesize complex information, and uncover deeper truths—all critical to creating effective marketing strategies.

“When I was in journalism school, I had professors who taught me to be perceptive, ask good questions, and transfer information to a page without letting biases take over,” Leijon shares.

For example, a journalist comfortable with data research and skilled in analyzing spreadsheets might excel at creating data-driven reports or visual content for brands, bridging the gap between complex information and audience understanding.

Regardless of their given field expertise, for journalists considering a career change, articulating these transferable skills is key. The world of marketing thrives on creativity and authenticity, and journalists are uniquely positioned to deliver both.

“Editorial journalism was never as free as I thought it would be, and marketing and branded content wasn’t as stifling as I expected,” Leijon says. “There’s a grey area in both. And in both cases, you’re answering to an editor or client, as well as the people consuming what you made.”

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