Why Every Company Is Becoming a Media Company: The Editorial Talent Boom in Unexpected Places

Why Every Company Is Becoming a Media Company: The Editorial Talent Boom in Unexpected Places

Table of Contents

1. Introduction: Beyond the Newsroom

2. The New Hubs of Editorial Power

3. Who’s Hiring? High-Paying Editorial Roles in 2025

4. Why This Is Happening Now

5. Brand Power, Trust, and the Age of LLMs

6. What Companies Want: Key Skills and Backgrounds

7. Case Studies: From Tech Giants to Retail Titans

8. What This Means for Journalists and Content Strategists

9. How to Break In: Advice for Aspiring Candidates

10. Future Trends: AI, Automation, and Editorial Strategy

11. Frequently Asked Questions (FAQ)

Introduction: Beyond the Newsroom

The phrase "every company is a media company" has made the rounds for more than a decade. But in 2025, the industry is witnessing a surge like never before. Editorial roles—once the sole province of newsrooms and publishing houses—are now fixtures inside tech behemoths, SaaS platforms, retailers, and financial institutions. Salaries rival, and often surpass, those of traditional media, with salaries of $150K, $300K, and more, now common for the best candidates. Why is this shift happening, and what does it mean for content professionals and companies alike? [1][11]

The New Hubs of Editorial Power

Non-media companies** are now credible news sources for their industries. Organizations that might have seemed unlikely homes for journalists—like enterprise software firms, fintech startups, and retail giants—are building full-fledged editorial teams. 

- **Tech companies** are producing trend reports, explainers, and coverage that rival niche media outlets.

- **Retailers** are launching magazines, newsletters, and digital content arms.

- **Finance and health brands** are hiring editors to oversee investigative reports and thought-leadership content.

All of these efforts are backed by robust resources, high salary offers, and a commitment to editorial quality.

Who’s Hiring? High-Paying Editorial Roles in 2025

Here’s a sampling of eye-popping editorial and content roles, with many openings at companies that are not traditional publishers:

- **Content Strategist @ ChatGPT:** $310k-$393k/year

- **VP Content @ UiPath:** $330k/year

- **Managing Editor @ Anthropic:** $250k-$320k/year

- **Director, Content @ Macy’s:** $150k-$250k/year

- **Content Marketing Lead @ Zocdoc:** $125k-$187k/year

- **VP Content @ Highwire:** $120k-$195k/year

- **Content Strategy Lead @ Valon:** $120k-$160k/year

- **Editor @ Broadridge:** $180k-$195k/year

- **Managing Editor @ Lonely Planet:** $100k-$150k/year

And the list goes on. Even roles at companies like Chime, Bullion Shark, and PitchBook now command salaries from $60k to over $145k [1][11][5]. 

Why This Is Happening Now

There are three converging forces behind this editorial hiring boom:

1. **Brand as Authority:** Companies have discovered that publishing authoritative, unbiased content within their niche builds trust and positions them as industry authorities—not just vendors.

2. **SEO Hunger:** Google and other search engines increasingly reward high-quality, original editorial content—especially as AI-generated fluff crowds the web. Long-form journalism and well-edited stories build backlinks and keep users loyal.

3. **Generative AI and LLMs:** With large language models scraping the web for information, being a consistent producer of "fundamental knowledge" improves a company's presence in AI-powered search and chat interfaces.

Investing in content has become as vital as investing in sales or product features.

Brand Power, Trust, and the Age of LLMs

The rise of AI-driven search means it's no longer enough to run ads or churn out keyword-stuffed blog posts. LLMs (Large Language Models) like those powering ChatGPT and search engines now surface content from trusted sources and brands with established expertise. This is why building real editorial teams—including journalists with investigative chops and editors with serious news judgment—matters for digital-era relevance.

- **Trust**: Original stories vetted by experienced editors build real-world authority.

- **Visibility**: Consistent coverage ensures a brand becomes a cited "source of truth" in its vertical.

- **Longevity**: High-quality editorial archives fuel AI answers and bolster organic reach for years.

What Companies Want: Key Skills and Backgrounds

Content roles today often demand more than the classic skills of writing and editing:

- **Strategic Thinking:** Content must map to business objectives and broader marketing initiatives.

- **Storytelling Chops:** Journalists and editors are hired for their ability to craft compelling narratives, not just short-form blog pieces.

- **Analytics & SEO:** Comfort with analytics tools (like Google Analytics and SEMrush) is increasingly critical; results matter.

- **Technical Proficiency:** Familiarity with CMS platforms (WordPress, Drupal), digital asset management, and even UX/UI or design is often required.

- **AI Awareness:** Knowing how to leverage, oversee, or optimize AI-generated content is a huge plus.

- **Cross-functional Skills:** Editors now work closely with marketing, product, sales, and design teams to ensure coherence and consistency [1][5].

Educational backgrounds are diverse, but journalism, communications, English, and marketing remain top feeders. For mid-senior roles, 3-7 years’ experience is typical, while senior strategists often need eight or more years plus a portfolio of persuasive, high-impact campaigns.

Case Studies: From Tech Giants to Retail Titans

Anthropic

An AI research and safety company, Anthropic recently posted a Managing Editor role with a $250K-$320K salary band. Their goal? To produce thought leadership and analysis that explains complex topics to a lay audience, while building trust in their technical leadership.

Macy’s

The 100+ year-old retailer now has a Director, Content opening, paying up to $250K/year. This role leads strategy for Macy’s digital publications, bridging commerce and journalism.

UiPath

As one of the world’s leading automation technology companies, UiPath’s VP Content position pays $330K—putting journalism leadership at the same strategic level as engineering and sales.

Broadridge, Lonely Planet, and Chime

These firms are seeking editors, data reporters, and content strategists to help them tell brand stories, establish market expertise, and out-compete both traditional media and digital-first startups [1][5].

What This Means for Journalists and Content Strategists

There’s never been a better time to pivot from traditional media into the corporate sphere. The skill sets of experienced writers, reporters, and editors are in high demand—but with added expectations:

- **Alignment to business goals:** "Siloed" reporting is out; today’s editor collaborates closely with product, marketing, and people teams.

- **Navigation of brand voice and objectivity:** There's a balance between authority and authenticity that defines successful brand journalism.

- **Expansion of beat:** Instead of just finance or lifestyle, editorial leads now cover everything from sustainability to AI ethics, depending on the brand's needs.

The result? Higher pay, better benefits, and opportunities to shape conversations at the industry level.

How to Break In: Advice for Aspiring Candidates

1. **Build a Portfolio:** Showcase editorial work that’s engaging, thoughtful, and aligns with industry objectives. Digital clips and results-driven content are key.

2. **Develop Technical Fluency:** Get comfortable with analytics, CMS, and AI tools.

3. **Network Beyond Media:** Attend industry conferences in SaaS, fintech, retail, AI—not just journalism summits.

4. **Think Like an Owner:** Demonstrate an interest in the business model and KPIs of potential employers.

5. **Stay Curious:** The most successful transitions often come from journalists and editors who use their curiosity to master new verticals.

Future Trends: AI, Automation, and Editorial Strategy

The biggest wildcard in the content world is the rise of generative AI. Leading companies are not replacing editorial teams—they’re empowering them with AI. Key trends include:

- **Hybrid Newsrooms:** Editorial teams use AI to surface story ideas, handle first drafts, and perform data analysis, freeing up humans for bigger-picture work.

- **Personalization:** Content strategists deploy AI-driven segmentation to deliver tailored messaging to different audience segments.

- **Measurement and ROI:** Advanced analytics help teams prove their value by tying content to business outcomes like revenue, signups, or lower customer acquisition cost.

But make no mistake: companies hiring for editorial roles want *real* expertise. Journalists and editors who can set narratives, oversee product launches, and craft stories that make audiences care will always have a seat at the table [1][5][11].

Frequently Asked Questions (FAQ)

**Why are non-media companies hiring journalists and editors?** 

To increase brand authority, improve organic visibility, gain trust in AI-powered search, and communicate complex ideas with credibility [1][11].

**Are these jobs secure compared to traditional newsrooms?** 

Yes, in many cases. These roles are typically well-funded and align closely with business goals, giving them strategic importance [1].

**What are typical salaries?** 

Many editorial and strategy roles now pay between $120K and $330K, with outliers even higher depending on location and seniority [1][5].

**What skills should I focus on?** 

Strategic thinking, cross-channel storytelling, data analytics, SEO, and familiarity with AI/content tools will make candidates stand out [1].

**Is a journalism background essential?** 

Not strictly—but experience in editorial writing and content strategy, along with some domain expertise, is highly valued. Marketers and product managers with editorial flair are also finding new opportunities [5].

**How is success measured in these roles?** 

KPIs often include organic traffic growth, time on page, audience engagement, revenue impact, and visibility in both traditional and AI-driven search channels [1].

**What about remote work?** 

Many positions are remote or hybrid, with flexible schedules and generous PTO [1].

**What’s the biggest challenge?** 

Balancing authority with the brand's commercial interests, while ensuring content remains authentic and not overly promotional [5].

In 2025, the editorial world is bigger, better-funded, and more influential than ever—no longer siloed in newsrooms but integrated into every major industry. For journalists and content strategists, the future has never looked brighter. [1][5][11]

Sources



[1] 141 Content Strategist Jobs – 45 New – 1 September 2025 https://workingincontent.com/content-strategist-jobs

[2] Remote journalism jobs in Orlando, FL - Indeed https://www.indeed.com/q-remote-journalism-l-orlando,-fl-jobs.html

[3] Careers - Vox Media https://www.voxmedia.com/pages/careers-jobs

[4] News & Journalism Jobs | ShowbizJobs https://www.showbizjobs.com/jobs/category/news-journalism

[5] The #1 Media & Creative Job Board - Mediabistro https://www.mediabistro.com/jobs

[6] Business Journalist Jobs, Employment | Indeed https://www.indeed.com/q-business-journalist-jobs.html

[7] $50k-$120k Editor Journalism Jobs (NOW HIRING) Jul 2025 https://www.ziprecruiter.com/Jobs/Editor-Journalism

[8] Careers | The Associated Press https://www.ap.org/about/careers/

[9] Work With Us - American Journalism Project https://www.theajp.org/about/work-with-us/

[10] Which companies are actively hiring journalists? | Noah Greenberg https://www.linkedin.com/posts/noahg_which-companies-are-actively-hiring-journalists-activity-7338915169139392512-dCs4

[11] How to Land Editorial Jobs at Tech Companies That Don't Call ... https://stupiddope.com/2025/08/how-to-land-editorial-jobs-at-tech-companies-that-dont-call-themselves-media/