Journalists: the swiss army knives of content strategy

By Ingrid Bakewell, Co-Founder and Chief Content Strategist, That Tracks Content

"Wait, you write too?"

It was a simple question. A revealing one.

You see, Andrea and I are new to the content strategy game — at least by title. In reality, we’re former journalists and editorial leaders who’ve spent years getting very good at doing whatever was asked of us — often on impossible deadlines, with no bathroom breaks, eating a sandwich with one hand and typing with the other. An exaggeration? Ask a TV news producer.

So when a prospective client recently asked, incredulously, if we actually write — as in, not hiring a copywriter — our response was just as incredulous:

“Yeah, of course. Doesn’t everyone?”

Then came the realization: no, not everyone does. Or at least, not at the level we do.

In fact, I’d argue that former journalists and producers are the Swiss Army knives of content strategy.

Writing? Absolutely.

Finding sharp, media-worthy angles? All day.

Creative content ideas? Just say how many.

Shaping story-first narratives that are authentic? On it.

Performance coaching for on-camera moments? Happy to help.

Managing complex projects, timelines, and priorities? Check, check, and check.

News flash: journalists have mastered these skills in environments far more intense than corporate Canada can imagine. Try making your brain work at 3:15 a.m. while juggling multiple deadlines and trying to nail the voice of an under-caffeinated anchor ready to bite your head off.

So next time you need smart content, fresh ideas, or strategy that actually tracks — think of us newsroom survivors.

Yes, we write. And we do a hell of a lot more.

And if you want to know more, book a chat with us today.