Coming June 2025
LEDES to LEADS
A Journalist's Guide to a Career in Marketing
From Journalism to Marketing Without Starting Over
WHO THIS BOOK IS FOR
This book isn’t for everyone. It’s specifically written for:
- Journalists facing newsroom layoffs and shrinking opportunities
- Media professionals tired of maximum effort for minimum compensation
- Writers who want to maintain their craft while doubling their income
- Editors and reporters who value truth but need financial stability
- Communications professionals seeking to leverage their existing expertise
You’ve built valuable skills through years of rigorous reporting, deadline pressure, and editorial discipline. Don’t abandon them—transform them into market advantages that drive business results.
ABOUT THE BOOK
Content marketing isn’t just adjacent to journalism—it’s the natural evolution for skilled writers in a digital ecosystem that still values quality but pays significantly better. Ledes to Leads bridges the gap between your journalistic training and marketing’s commercial realities without requiring you to sacrifice your standards or start from scratch.
This book provides a framework for journalists to transfer their investigative mindset, editorial judgment, and narrative expertise directly into high-demand marketing roles. You’ll discover how research skills that once uncovered stories now reveal market opportunities, how editorial instincts that shaped headlines now drive conversion, and how the verification discipline that maintained credibility now builds brand authority.
CHAPTER HIGHLIGHTS
- Chapters 1-3: The parallel worlds of journalism and content marketing—where they overlap and where they diverge
- Chapters 4-5: The critical shift in purpose—from informing the public to driving business goals
- Chapters 6-12: The complete content marketing career spectrum and where you fit
- Chapter 13: How to build a portfolio that showcases transferable skills and lands interviews
- Chapters 14-15: The first 90 days and a peek into your career opportunities
FREQUENTLY ASKED QUESTIONS
- What formats will the book be available in? The book will be available in paperback, Kindle, Apple Books, and Barnes & Noble Nook. It will also be available after initial publication on the Libby app.
- Will there be launch bonuses? Yes! Early buyers will receive exclusive templates, worksheets, and a private community invitation for ongoing support during your career transition.
- Is this only for journalists or can other writers benefit? While specifically designed for journalists, editors, and media professionals, the principles apply to anyone with strong writing and research skills looking to transition into more lucrative content marketing roles.
- How is this different from other marketing books? Unlike generic marketing guides, this book specifically addresses the journalist-to-marketer transition, focusing on leveraging your existing skills rather than teaching marketing basics from scratch.
ABOUT THE AUTHOR
Bryan Falla currently designs market strategies for market leaders in B2B marketing and SaaS. He has guided the marketing initiatives for a variety of businesses, and drove two from startup to acquisition.
Previously he helped launch and market dozens of e-commerce retailers and online pure-play brands—all by applying journalistic principles to content marketing challenges. His approach has helped former journalists transition into marketing roles where they’ve found both creative fulfillment and financial stability.
As both a newsroom nerd and a marketing wonk, Bryan bridges these fields with practical insights that transform your journalistic skills into your marketing advantage.