Journalists are the best content marketing writers and editors. We’ve been trained to do interviews that extract the most salient and interesting elements about a story or subject, turning that information into stories. (Hence, why I consider myself a storyteller as well as a journalist.)

When I take on a custom assignment — whether it’s for a brand, agency, or publication — I treat it as I would an investigative feature story. I do background research before I do a single interview, looking for the angle that hasn’t been covered before. As someone who has interviewed hundreds of C-level executives as well as real people, analysts, and other experts, I’m there to make the most of my sources, but bringing in my knowledge and research is important, too.