Telling ordinary, made-up stories isn't what makes your content marketing engaging for your customers and would-be customers. What matters is telling interesting true stories that help your audience understand your product, service, or business. So, to help your company unearth real-life stories from within your organization, consider hiring a brand journalist.

"A brand journalist or corporate reporter works inside the company, writing and producing videos, blog posts, photos, webinars, charts, graphs, e-books, podcasts, and other information that delivers value to your marketplace," explains Ann Handley, chief content officer at MarketingProfs, in her Daily Fix blog post titled "Seven Reasons Your Content Marketing Needs a Brand Journalist."

So why might you hire a brand journalist for your business? Here are three reasons, based on Handley's post.

Brand journalists recognize good stories. Journalists are trained to sift through massive amounts of information and separate the stories that people want to hear. As Handley puts it, "Their innate understanding of audience means that every time they sit down at their desk to create content, there's always a little voice in the back of their head reminding them, 'Nobody has to read this.'"

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