Instructor Spotlight: Journalist Vinita Singla on Building a Media Career

Read Vinita's tips on staying motivated and the importance of evolving your multimedia skills

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

5 min read • Originally published June 27, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

5 min read • Originally published June 27, 2017 / Updated March 19, 2026

From an early age, Canadian native Vinita Singla has had a knack for all things journalism.

That passion and drive has taken Singla from a small city in British Columbia to internships at Mediabistro, NY1 News, WPIX-TV, and CNN, with bylines at the New York Post, CNBC, NBC New York and Huffington Post.

Combining her passion for journalism and voice acting, Singla joins Mediabistro as a guest instructor of the Writing for Audio online training course, where she introduces techniques on how to effectively “write for the ear” and communicate succinctly in the booming world of podcasts, radio shows, podiobooks and audio blogs.

Vital Stats:

Name: Vinita Singla
Title: Freelance Multiplatform Journalist and Voice Actor
Years at current postion: I have been freelancing in journalism since 2007.
Hometown/where are you from?
I was born in Penticton, British Columbia, a small city—population approx 33,000—in Canada. I love visiting my hometown, especially because it’s a wonderful respite for me from life in Manhattan.
Where do you live and work? New York, NY

Education

College:

Ryerson School of Journalism
The University of British Columbia
The City University of New York Graduate School of Journalism
Queen’s University

Major: M.A.’s in Journalism and Political Studies

Social Info

Twitter: @vinitasingla
LinkedIn: Vinita Singla

What was your first real job? How did you get it?

My first real job was as a production assistant on American Morning at CNN-NY.

I was offered the position in 2008 after a few months of interning at CNN. I believe that I was offered the opportunity because senior staff recognized my story pitches, work ethic and enthusiasm.

Please describe what you do in your job in 1-3 sentences.

Since my time at CNN, I have produced news segments, worked as a health editor at NBCNewYork.com, reported news at the New York Post and hosted a live business news show from the Nasdaq for NDTV Profit, a cable news channel in India.

All my jobs involve me pitching story ideas, conducting interviews and creating compelling content—on deadline—while reporting news. That is what I do.

Is this where you always thought you’d end up? Or has your career been a wild ride of curveballs and left turns?

Wild ride…

I feel fortunate that I have been able to maintain a freelance career since I graduated from journalism school in 2008. My journey has been a bit of a wild ride in that one gig will often lead to another opportunity or to a connection who ends up having a significant impact on my career direction. I am grateful that I’ve had opportunities to work in New York print, digital and TV newsrooms with talented co-workers who strive to keep up with story developments.

What inspired you to break into this role?

Since I was very young, I’ve always been drawn to news, storytelling and writing.

When I was eight-years old, I’d instinctively highlight the who, what, where, when and why in a newspaper story. Writing structure fascinated me. I also loved watching CNN as a teenager and then an adult while studying politics in Canada. As I matured, I realized the impact that storytelling can have on others, which is one of the main reasons I pursued journalism.

What about your job gets you excited to jump out of bed every morning? What makes you want to hide under the sheets?

My favorite parts of working in news are interviewing people, finding a unique story and then seeing that story come alive. I also am driven by breaking news situations. During those times, there is a unique newsroom energy, which is a real treat for me to be a part of.

What makes me hide under the sheets?
Nothing, really. I’m a reporter because I love to explore places, see different cultures and hear new ideas.

How do you stay on top of trends in your field?

CUNY offers many journalism workshops to the public through a program called CUNY J+. CUNY J+ has helped me keep abreast industry trends.

I also find workshops, meet ups and conferences hosted by the South Asian Journalists Association (SAJA) to be very helpful.

What do you want to get better at/skills you want to develop and why?

I want to improve at being able to digest and retain more content on multiple platforms every day. At the same time, I want to take more digital breaks.

What’s the biggest misconception people have about this field/role?

In a newsroom, I often feel an adrenaline rush, especially while covering breaking news but at the end of the day, covering news is work and one needs to be prepared for long days, attention to detail and never-ending deadlines. Hosting, producing and covering news are not glamorous jobs.

What’s the one piece of advice you would give to someone looking to break into this field?

As you build your career, take one step at a time.

If you’re unable to land your dream job right away, know that another opportunity awaits you. For those breaking into the field today, remember that with so many media outlets, if you really want to work in news, you are bound to land a gig.

Why did you choose to become a Mediabistro instructor and why do you think it’s important for people to learn the skill you are teaching?

My very first internship in the city was at Mediabistro. I moved to the city in 2004 from Toronto, Ontario and I’ll always be grateful to Mediabistro for giving me a chance. So in a way, I’m giving back.

Learning to write for the ear, specifically radio, has been invaluable to me. Audio is booming right now and many writing techniques overlap between radio, TV, social media and digital. So with constant content overload, I believe it’s beneficial for everyone to learn how to write and communicate succinctly.

What tips do you have for students taking your course?

Writing is a craft. Like any craft, you will need to practice your craft to become a master.

What are you reading and/or watching right now?

Every day I read parts of The New York Times, Washington Post and New York Post online or via an app.

I listen to The Takeaway, hosted by John Hockenberry for his intelligent questions, analysis and communication skills.

I also subscribe to the The Daily—a 20-minute NYT audio report hosted by Michael Barbaro—for a quick synopsis of what I should know. I love Kai Rysdall’s well-produced and executed Marketplace.

Check out Vinita’s course Writing for Audio to learn everything you need to know on how to conceptualize, write and record for a podcast, radio show, podiobook or audio blog.

Topics:

Advice From the Pros, Be Inspired

Advice From the Pros

Instructor Q&A: How Karine Bengualid Went From Hollywood PR to Freelance Writing

Find out how she got her start in marketing and leveraged her writing skills to start her own business

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

6 min read • Originally published June 29, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

6 min read • Originally published June 29, 2017 / Updated March 19, 2026

When you find something you love to do you should just go for it…or at least that’s what Karine Bengualid did.

Starting off her career in media as an intern—under renowned publicist Howard Bragman in Hollywood—followed by a number of in-house PR/Marketing jobs, Bengualid’s love for writing turned into a full-fledged career after a chance request by a friend.

Bengualid is now sharing her passion for writing and industry insight with Mediabistro as a guest instructor for online training course B2B Copywriting.

Vital Stats

Name: Karine Bengualid
Company: Brought to you by the letter K (self-employed)
Title: Chief Copywriter
How long have you been working in this field: Started freelancing in November 2014, started company (brand) in June 2015.
Hometown/where are you from? Born in Montreal, Quebec, until I was 9 y.o. Lived in Toronto, Ontario, until October 2014.
Present hometown/where do you live and work? Vancouver, British Columbia, Canada

Education

College: York University (Toronto) and Seneca College
Major: York University: B.Sc. major in animal biology
Seneca College: Corporate Communications diploma
York University: B.A. Film and creative arts

Social Info

Instagram: @karine.theletterk
Twitter: @karineben
LinkedIn: Karine Bengualid

What was your first real job? How did you get it?

My first job in PR/Marketing/Communications: I snagged an internship at Bragman Nyman Cafarelli PR in Beverly Hills. I landed it through cold-calling and faxing my résumé to death. I worked in the ‘special events’ department handling media relations for red carpet events. Some pretty awesome events we worked included Premiere Women in Hollywood Luncheon, 25th-anniversary Paramount DVD releases of Grease, Urban Cowboy, and Footloose, one-night-only reading of The World of Nick Adams (Hemingway) with 12+ A-list celebrities…What a ride!

Please describe what you do in your job in 1-3 sentences.

I like to say I’m a storyteller. I provide content strategy and write copy (blogs, social media, newsletters, etc.) to help establish them as industry experts and help keep them relevant online. I also help aspiring writers with their non-fiction books (either ghostwriting or editing their book).

Is this where you always thought you’d end up? Or has your career been a wild ride of curveballs and left turns?

Loaded question. Originally, I wanted to be a doctor (hence the science degree in biology). But yada yada yada, I discovered communications and PR, found that I always loved writing and planning events, and basically ‘marketing’ everything.

Did I ever think I’d be an entrepreneur? Never in a million years.

What inspired you to break into this role?

I always loved writing. And I was always good at it. In my in-house marketing jobs, I always ended up being the brand writer. One day I got a request to help with writing for a friend, and I accepted. I had just moved to Vancouver and wasn’t working yet, so the extra money was welcome. I discovered I loved doing ONLY the writing and I loved not going into an office to do it. I was hooked!

What about your job gets you excited to jump out of bed every morning? What makes you want to hide under the sheets?

I love what I do because I get to learn about a variety of different industries and it keeps me on my toes. I also love working with different clients too—keeps it fun and exciting since everyone needs something different.

But I never make time to do administrative tasks and definitely cower when I think about looking for new clients. Sales…Yuk!

How do you stay on top of trends in your field?

Social media, newsletters, workshops, etc. Everything digital is always evolving so sometimes it’s hard to keep track.

What do you want to get better at/skills you want to develop and why?

SEO, because it’s always evolving and changing.

The algorithms are always being rewritten to knock the black hat hacks off their game. Just when you think you’ve figured it out, BOOM!

Google does it again. Thanks Google!

What leaders or companies in your field do you follow? What do you like about them?

Copyblogger–it’s all about copy and content, and is a good read.

Hubspot–for all things marketing and CRM. Lots of great analytics, trends insights and general state-of-the-(marketing)-union type stuff. It’s a must for anyone in marketing (and sales).

What’s the biggest misconception people have about this field/role?

I find when I say I’m a copywriter I get one of two responses: The first is overwhelmingly people think I mean “copyright” (the legal stuff) so I like to clarify that I’m a “Copywriter with a ‘W’”. The other is people assume I write fiction. But I don’t. Sadly.

But the question I get asked a lot (from potential clients) that I actually enjoy is “How can you write about an industry you know nothing about?” The simple answer is I learn about the industry. That’s my job. Just like when you hire someone from a different industry to come work for you, they might not know about your industry, but it’s part of the job to learn. Same goes for freelancers; except our learning curve is cut very very short.

What’s the one piece of advice you would give to someone looking to break into this field?

Start first. Learn later, or learn as you go.
Don’t try to use fancy-schmancy words to make yourself ‘sound’ smarter, just use clear language.
Have fun!

Why did you choose to become a Mediabistro instructor and why do you think it’s important for people to learn B2B Copywriting?

When the opportunity came up, it sounded super fun to be able to teach others what I know and do. And I love that Mediabistro makes these courses so affordable for people, there’s really no excuse NOT to learn new skills or ameliorate your current skillset. So even if you’re not getting this covered by your employer (or if you’re a freelancer like myself), these types of courses are a great way to beef up your expertise.

What tips do you have for students taking your course?

Try to apply the learnings of the course to real life. If you are currently working for a company, use that brand for the assignments and to see how the material applies. But even if you’re not, try using brands that already exist—this will make it more realistic and help you to better understand the material.

Have fun with it. Copywriting is creative, and nowadays, there’s no excuse not to have fun, even when it comes to B2B.

What are you reading and/or watching right now?

I do a lot of reading as it is for work with all the research and even my own writing, so in my spare time I like to watch mind-numbing TV and movies. The Amazing Race and The Amazing Race Canada—I like to think about what challenges I could do and which ones would eliminate me automatically (which is most of them). I love Gotham, Homeland, American Horror Story, Riverdale, Speechless, The Mick, Trial & Error. I was really disappointed they cancelled Scream Queens.

Check out Karine’s new course B2B Copywriting, now available for just $20 during our Summer Skills Camp Sale!

Topics:

Advice From the Pros, Be Inspired

Advice From the Pros

From Theater to Marketing Maven: Dana Johnson’s Freelance Journey

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 5, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 5, 2017 / Updated March 19, 2026

Straight out of high school, Louisiana native Dana Johnson left the comfort of the Bayou to pursue her theater dreams in New York City, but it wasn’t until after a career-ending injury, that Johnson found her true calling in the media industry.

Now a successful freelance integrated marketer, Johnson works with brands to create unified consumer experience campaigns.

Johnson is now sharing her expertise with Mediabistro as a guest instructor for the new online training course Event Marketing.

Vital Stats

Name: Dana Johnson
Title: Freelance
Years with Company: 5yrs
Hometown/where are you from? Alexandria, Louisiana
Present hometown/where do you live and work? Los Angeles, CA

Education

College: Adelphi University
Degree/Major: MBA/Marketing

Social Info

Instagram: JustDanaBlair
Twitter: JustDanaBlair
LinkedIn: Dana Johnson, MBA

What was your first real job? How did you get it?

My first real job was as a Sales Assistant at A&E Television Networks in their Ad Sales Department. I had placed my resume online, and received a call from HR. I did not think that resume sites worked until that very moment. This role opened my eyes up to the world of Ad Sales and Marketing/Integrated Marketing.

Please describe what you do in your job in 1-3 sentences.

I create integrated marketing campaigns for brands/advertisers in order to create a unified and seamless experience with consumers. I also work as a producer/ on-air correspondent in the pop culture/entertainment/news space.

Is this where you always thought you’d end up? Or has your career been a wild ride of curveballs and left turns?

I NEVER in a million years thought that I would end up in media, let alone marketing. I am originally from Alexandria, Louisiana. After graduating high school, I moved to New York City on a Performing Arts scholarship. I always thought my life/career would revolve around the theatre.

What inspired you to break into this role?

To make a long story short, I became injured while performing with a modern dance company. After a few months of physical therapy and contemplating what my life would look like as a non-dancer, I decided to go back to school and pursue my MBA. Fast forward to my cold call from A&E Television Networks and here I am….in MEDIA!

What about your job gets you excited to jump out of bed every morning? What makes you want to hide under the sheets?

I love creating. I love being presented with different challenges and no two campaigns are ever the same. The flexibility and “surprises” remind me of my days of performing; constantly needing to be on my toes and learning new material.

How do you stay on top of trends in your field?

Read, Read, READ! I pay attention to trades, LinkedIn, etc.

What do you want to get better at/skills you want to develop and why?

I want to be better with SEO. I also find it hard sometimes to keep up with the ever evolving landscape of social media. The best resource any marketer can have is a teenage relative. ?

What’s the biggest misconception people have about this field/role?

That it is all glitter and all the time. Event Marketing and strategy takes a lot of work before you get to the sparkle.

What’s the one piece of advice you would give to someone looking to break into this field?

Be malleable. Be patient. Be observant.

Why did you choose to become a Mediabistro instructor and why do you think it’s important for people to learn the skill you are teaching?

I have always wanted to teach in a more formal setting. Mediabistro has been a part of my career for many years now (job boards, articles, resources, etc), and it just made perfect sense to me. I am teaching the Event Marketing course, but it is not all about table linens and an eblast. There are many levels to engaging your target audience/consumer whether your brand is B2B or B2C. The skills in this course are applicable to various aspects of your career and business.

What tips do you have for students taking your course?

Breathe and be organized. Event Marketing has many moving parts and can feel overwhelming. Don’t let the list of “to-dos” take over.

What are you reading and/or watching right now?

I am obsessed with finding new documentaries on Netflix. I am also always in search of a good book. Right now, I am reading “Once Upon A Time in Compton” by Lolita Files. Any recommendations?

Topics:

Advice From the Pros, Be Inspired

Advice From the Pros

Big Thinkers Welcome: What It’s Like to Work at Verizon

Pushing the envelope is encouraged on the Verizon team

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 10, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 10, 2017 / Updated March 19, 2026

If there’s one thing you know about yourself, it’s this: You’re not looking for a career where you clock in and clock out. Instead of just putting in your time, you want to join a team where you’re challenged to make a real difference in the company—you want to know that the ideas you come up with are not only heard, but often utilized.

Put simply, you want to work somewhere that encourages and supports a high level of innovation. That way, you can contribute to the business growth, while also growing leaps and bounds yourself.

Fortunately for you, this sort of supportive work environment doesn’t just exist in your dreams. It’s a reality at numerous companies—including at forward-thinking companies like Verizon.

In fact, pulling as much innovation out of his team as possible is a main focus for Miguel Quiroga, VP, Head of Digital for Verizon Fios. In his role, he oversees a team that is responsible for the entire digital experience of Fios customers—an experience they’re always aiming to improve.

We sat down with Quiroga to find out more about his team, what he looks for in new employees, and what life is like as a Verizon team member.

A Need for Big Thinkers

To match the fast pace of their industry, Quiroga’s team is also growing at a rapid clip. “We’re in the middle of a pretty significant hiring run. We have several open positions,” says Quiroga, “Right now, we’re looking at finding as much talent as possible but ensuring it’s the right talent.”

Why the need for so many hands on deck? Well, Quiroga and Verizon know that the company’s very best assets are its people.

“The future of our technology is our people. We’re only as good as our talent and our people have driven our innovation over the last several years,” he says, “Talent is our competitive weapon. The better the team is, the better the ideas. It’s a self-fulfilling prophecy.”

Getting Your Foot in the Door

So, what makes a resume stand out to Quiroga? First and foremost, he and his team are constantly on the hunt for people who are multi-disciplined and able to look at problems from different angles.

“Multi-disciplined resources who can tackle things that they might not traditionally know how to do and may be out of their comfort zone,” he explains. “But, when they bring these different backgrounds, you get great results.”

This is a concept that Quiroga has emphasized with the entire leadership team at Verizon—there’s real value in bringing in different types of experiences.

Aside from a wide breadth of experience, there are a few other characteristics Quiroga looks for.

“The people who have been most productive in our environment are scrappy. They roll up their sleeves. They’re big strategic thinkers and thought leaders, but they’re also down in the weeds and able to get things done. They’re highly motivated, very strategic, and coordinated risk takers,” he says.

Above all, Quiroga thinks the most successful people are those who can both ideate and execute.

Life at Verizon

Because Verizon places so much emphasis on thinking big during the hiring process, they also believe in making sure the company culture supports and encourages innovation and risk taking from employees.

“The teams that are here, whether you’re someone new or you’ve been here for 15 years, they’re empowered and have full autonomy to drive the business forward,” he says.

Additionally, Quiroga makes his best effort to ensure that the work of employees is not only recognized, but also actually utilized in the form of shipping products and solutions.

Quiroga makes it a point to ensure that every team member has a seat at the table, brings their ideas to fruition, and is contributing to the company’s growth—as well as their own professional growth.

In fact, it’s that very growth potential that has kept Quiroga at Verizon for the past 19 years of his career. “One of the best things about being here is that there’s been such great opportunities to expand, grow, and continue to see new things and change the trajectory of the business for the better,” he shares, “It is an energizing place to be.”

Energizing, indeed. And, Quiroga and Verizon are looking forward to more big things on the horizon—including continuing to build a team to support that digital vision.

“We’re seeking the next thought leaders and strategic thinkers who are not afraid to innovate,” he concludes, “We’ve been successful in capturing and retaining that talent so far, and we look forward to continuing to do so.”

Feeling ready to innovate? Check out Verizon’s open jobs now.

Topics:

Advice From the Pros, Be Inspired, Get Hired

Be Inspired

Social Media Strategist Molly Stark Dean on 10+ Years of Global Growth

Using social media to impact a global community

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 12, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 12, 2017 / Updated March 19, 2026

From New York City to China, Molly Stark Dean has been a thought leader in the emerging social media industry for over ten years. As a social media strategist and guest lecturer at the University of Missouri in China, Dean shares her knowledge of social media growth strategies with international editors, reporters, producers, webmasters, developers and managers.

Dean is now bringing her social media prowess to Mediabistro as a guest instructor for the new online training course, Produce Social Media Videos.

Vital Stats

Name: Molly Stark Dean
Company: University of Missouri
Title: Lecturer
Company: School of Journalism China Program
Years with Company: 2

Hometown/where are you from?
East Dorset, Vermont
Present hometown/where do you live and work?
Brooklyn, New York

Education

College: New York University
Major: Reporting the Nation (MA)

College: Suffolk University
Major: Communication Studies (BS)

Social Info

Instagram: @mollystarkdean
Twitter: @mollystarkdean
LinkedIn: Molly Stark Dean

What was your first real job?

My first job was overnight desk assistant at Fox News Channel.

Please describe what you do in your current position in 1-3 sentences.

I teach content management systems and social media marketing in China. The China program goes to different news organizations throughout the country. I speak through a translator and present my strategies to an audience of media professionals.

Is this where you always thought you’d end up? Or has your career been a wild ride of curveballs and left turns?

I did spend a semester in China studying Chinese, but I never thought I’d be back, let alone teaching there. My career has been the typical revolving door media story; however, I went into every job thinking that I’d be there for a long career.

What inspired you to break into this role?

I studied in China during my undergraduate degree.

What about your job gets you excited to jump out of bed every morning? What makes you want to hide under the sheets?

I get out of bed knowing that I can empower others with the skills that seem second nature to me. In high school, I taught adult computer classes and educating fellow journalists seems second nature to me. The first class I taught was only 10 minutes long. I was so nervous that I sped through the whole thing pretty quickly. After I began to teach more, I became more confident and perfected the pacing.

How do you stay on top of trends in your field?

I’m a huge fan of email newsletters. I start my day reading those. Then I check out what’s trending on social media.

What do you want to get better at/skills you want to develop and why?

While I was at Reuters TV, I took an advanced Excel course. I learn more about that program every day.

What leaders or companies in your field do you follow? What do you like about them?

I follow Sheryl Sandberg (Chief Operating Officer of Facebook) and Campbell Brown (Facebook News Partnerships Lead). These female executives set a great example for the futures of both news and social media.

What’s the biggest misconception people have about this field/role?

The biggest misconception people have about this role is that real social media results can be seen using little financial investment in tools and staff.

What’s the one piece of advice you would give to someone looking to break into this field?

Always keep your mind open to learn new things every day. Social media is always changing, and you have to keep up with it.

Why did you choose to become a Mediabistro instructor and why do you think it’s important for people to learn the skill you are teaching?

I became a Mediabistro instructor because I see the same social media video mistakes all the time. As our internet gets faster and more reliable, social video is on the rise.

What tips do you have for students taking your course?

Save the workbook lists and use them for all future social media videos.

What are you reading and/or watching right now?

I’m reading “Scarcity: Why Having Too Little Means So Much” and recommend it to anyone who wants to do big things with less resources. I watch TV a lot: reality, drama, comedy, super heroes, and above all, news. I am also loving the movie “Tickled.”

Topics:

Advice From the Pros, Be Inspired

Skills & Expertise

4 Reasons Video Content Can’t Be Optional in Your Strategy

When it comes to social media, video reigns supreme

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

3 min read • Originally published July 13, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

3 min read • Originally published July 13, 2017 / Updated March 19, 2026

With something as seemingly fickle and ever-changing as social media marketing, you’re bound to see certain trends and tactics come and go.

But, there’s one thing that’s sure to remain constant over the next several years: the use of video.

That’s right—if video isn’t already a core piece of your social media strategy, it should be. Here are four convincing reasons why.

1. Videos reach your audience.

This is a basic concept of marketing: If you want to talk to your audience, you need to meet them where they are.

Do you know where your audience is? Chances are, they’re watching online videos.

On Facebook alone, over eight billion videos (that equates to a whopping 100 million hours!) are watched each and every day.

In fact, CISCO estimates that online videos will account for more than 80% of all consumer internet traffic by the year 2020.

Put simply, if you’re not utilizing video as part of your marketing strategy, you’re missing out on a huge audience of eager eyeballs.

2. Videos are highly engaging.

You know by now that visual content performs far better on social media than plain status updates and huge walls of text.

Videos are the ultimate form of visual content, which means that they’re a surefire way to skyrocket your engagement levels.

Need proof? A video on Facebook receives 135% more organic reach than a photo. On Twitter, videos are six times more likely than photos to be retweeted.

Even further, a reported 43% of people want to see more video content from marketers. Needless to say, video is a bandwagon you should be jumping on.

3. Videos improve your bottom line.

When it comes to social media, ROI can be notoriously tricky to measure. But, there’s no denying that the use of video will move things in the right direction.

Companies who implement video as a piece of their marketing strategy grow company revenue 49% faster year-over-year than those who skip video.

And, what about conversion rates? 71% of marketers say that video outperforms any other type of marketing content.

So, video isn’t only about engagement. It’s also an effective way to encourage your audience to take action and buy.

4. Videos keep you competitive.

With those numerous benefits, it comes as little surprise that 69% of marketers state that they plan on increasing their video marketing budgets.

If you look at B2B specifically, video is even more prevalent. An impressive 96% of B2B companies use video in their content marketing—and that number is sure to increase.

So, if you don’t utilize video to engage with your audience, you can rest assured that your competitors will. And, you don’t want to be part of the small percentage that’s left behind.

Social media and marketing tactics are always evolving. But, it looks like video is here to stay.

If you aren’t already utilizing video content as part of your marketing strategy, use these four compelling reasons as your inspiration to get started.

Topics:

Climb the Ladder, Skills & Expertise

Advice From the Pros

From Journalist to Social Media Strategist: Katie Leimkuehler’s Career Journey

Empowering the masses through social media

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 14, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 14, 2017 / Updated March 19, 2026

Ten years ago when Katie Leimkeuhler was graduating from college, there was no such thing as a social media strategist position. Fast forward to the present day and this journalist turned social media maven makes a living helping businesses grow through social media management.

Katie’s sharing her social media expertise as the new guest instructor of our online learning course Social Media Video Strategy.

Vital Stats

Name: Katie Leimkuehler
Company: Leimkuehler Media
Title: CEO / Social Media Strategist & Trainer
Company: University of Denver
Title: Professor
Years with Company: 3

Hometown/where are you from? Cleveland, Ohio
Present hometown/where do you live and work? Cleveland, Ohio

Education

College: Miami University of Ohio
Major: Journalism and Creative Writing
College: Roosevelt University
Major: MFA in Fiction Writing

Social Info

Instagram: @kleimkuehler
Twitter: @kleimkuehler
LinkedIn: Katie Leimkuehler

What was your first real job? How did you get it?

My first job was as a journalist at The Chicago Tribune. I was a writer and reporter for local suburban news. I heard about the job through a family friend.

Please describe what you do in your job in 1-3 sentences.

I train [and] coach people on how to use social media to grow their brand and business. I also help companies develop their social media strategies through analyzing their industry and goals, and finally, implementing it through social media management.

Is this where you always thought you’d end up? Or has your career been a wild ride of curveballs and left turns?

Almost every job I’ve had didn’t even exist when I was in college, so it’s definitely a surprise to me where I’ve ended up, but it’s better than I could have imagined. I love creating my own path as an entrepreneur, and I love helping people achieve their marketing goals. Nothing gives me more joy in life than helping other people promote their passions.

What inspired you to break into this role?

As a journalist, I used Twitter to get story leads—it was my first real taste of social media from a business perspective—and I was hooked. After that, I learned everything I could about the field, and now I get to teach people how to build their brands online, which is very rewarding.

What about your job gets you excited to jump out of bed every morning?

I absolutely love helping people solve problems. I love coaching people on social media and empowering them to do it themselves.

How do you stay on top of trends in your field?

I am constantly reading new blog posts and podcasts on a regular basis; especially since everything in the social media field changes so quickly, it’s important to know what is changing. I also follow a lot of top influencers on Twitter to make sure I’m on top of what’s happening and [I] opt-in for Google alerts as well.

What do you want to get better at/skills you want to develop and why?

I’m always working on developing my speaking skills, so when I’m giving presentations and trainings I can have the highest impact possible.

What leaders or companies in your field do you follow? What do you like about them?

Neal Schaffer, Neil Patel, Anne Handley, Jeff Bullas, Mari Smith—they all share highly valuable content that makes them standout from the crowd.

What’s the biggest misconception people have about this field/role?

That you can post on Facebook once in a while and call it a day. Most people think just posting something on social media will get results. They forget about the “social” part—engaging with other people. If you don’t interact with your fans or followers, they probably won’t be around for very long.

What’s the one piece of advice you would give to someone looking to break into this field?

Teach yourself. That’s what I did. Take courses and classes on your own, attend events, masterminds and meet people doing what you want to do. There is no quicker way to get to where you want to go than by asking ten individuals who have the job you want how they got there.

There is also no guidebook for this industry since it’s still evolving, but that also means there is the opportunity to be creative and find your way in—maybe through a door you haven’t even looked at yet.

Why did you choose to become a Mediabistro instructor and why do you think it’s important for people to learn the skill you are teaching?

I chose to become an instructor because I believe in empowering other people to solve their own problems with the right tools. Creating videos on social media can really help people leverage their brand and create a solid online presence.

What tips do you have for students taking your course?

Come in with ideas, but have an open mind on the types of video marketing approaches you can take and get creative.

What are you reading and/or watching right now?

I am reading The One Thing, which is fantastic. It’s all about focusing on getting the things done that matter most.

Topics:

Advice From the Pros, Be Inspired

Advice From the Pros

How to Break Into Fitness Writing (No Certification Required)

Turn your passion for fitness into a freelance writing career

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 19, 2017 / Updated March 19, 2026

By Ayana Young

Ayana Young is a communications and PR strategist with 15+ years of experience spanning media relations, lifestyle brands, professional sports, and publishing.

4 min read • Originally published July 19, 2017 / Updated March 19, 2026

You love writing, and you love to exercise. So you thought, “Why not combine the two?”

Fitness writers are in fact a lucky bunch. Few things are better than learning more about an interest or hobby—and getting paid for it. And no, you don’t even need a personal training certification or a degree in exercise science to join the club.

But if you’re brand new to the scene, getting your start can seem daunting. Follow these tips and you’ll turn your passion into writing in no time.

Start With What You Know

If you love fitness but you’re wondering where to start, tap into your particular interests and experience. Are you a runner? Did you play sports in high school or college? Narrowing your focus will help when it comes time to brainstorm and research article topics to pitch.

Personally, I did track and cross country in high school, and I still run today. When I was first trying to break into national magazines, I set my sights high and aimed for Runner’s World. As a runner, I had a good idea what topics readers would be interested in. I still write for them today, and my knowledge of the sport helps me come up new ideas to pitch.

Build A List of Go-To Sources

No, you don’t have to be a personal trainer or even a super-fit person to write about fitness. That said, fitness writing can be highly technical and nuanced, depending on the subject and audience. I recently had to translate the science-speak behind muscle growth into layman’s terms. This is where having a network of experts you can readily turn to becomes invaluable. Not only will you need to interview experts when you get assignments from editors, but chances are you’ll need some information upfront when researching topics to pitch.

An excellent way to start building your network is to contact the PR team at a local fitness company that employs experts you may want to tap for knowledge. After all, you both have something in common: you want to see your names in print.

Make Friends with the Competition

Writers have a bad rep for being standoffish. In reality, we’re (mostly) a friendly, helpful bunch. Don’t be afraid to reach out to the fitness writers you see in your favorite magazines to find out how they got their start.

I usually send a brief email letting them know who I am—a fellow fitness writer interested in [fill in the blank]—where I’ve seen their work, and asking if they’re available for a quick, 10- to 15-minute chat. I also offer to send a few questions over email if they prefer. Most people will be more than happy to oblige, provided you respect their time and ask relevant, non-intrusive questions. Just don’t ask them to introduce you to that editor you’ve always wanted to write for.

Think Outside the Fitness Box

When you’re first starting out, it’s tempting to go straight for newsstand heavy-hitters like SHAPE, Muscle & Fitness and Men’s Health with your ideas. But you’d be surprised at all the corners where fitness content hides.

With so many publications and readers going digital, the online world is a great place to start looking for markets to pitch. There are entire websites devoted to fitness—like Daily Burn and Beachbody—and there are general health and wellness websites—like Livestrong—that have robust fitness sections.

Trade publications are another great market to keep on your radar. Unlike consumer magazines, trade magazines are targeted to a specific industry, or even a sub-specialty within an industry. You’ll want to search for publications that serve the fitness industry, with audiences that can include personal trainers, owners of fitness facilities, fitness equipment manufacturers and anyone else the industry might touch. Look through this database to get an idea of the kinds of trade publications there are out there.

Be Ready to Dig Deeper

Thanks to the internet, new content is being published at a faster rate than ever before, and readers have to be picky about what they click or buy. To get your editor’s attention, you have to offer something that will get their reader’s attention. As such, you need to probe deeper into the topics you’re researching to come up with takeaways that readers can really use. This means if you’re researching for an article you’ll pitch on “The Best Ways to Lose Weight—Without Spending Hours on the Treadmill,” you should be prepared to give readers real, actionable advice they can easily incorporate into their own lives.

From crafting copy to pitching and polishing your prose, give your writing a skills a boost with our online writing courses.

Topics:

Advice From the Pros, Get a Media Job

Skills & Expertise

Before You Go on Vacation: What Every Professional Should Do First

Put your boss, your clients and yourself at ease

By Andrea Williams

@AndreaWillWrite

Andrea Williams is an author, journalist, and columnist for The Tennessean with over 16 years of experience in journalism and 20 years in copywriting and communications strategy. Her work spans national outlets and high-traffic digital brands.

3 min read • Originally published July 24, 2017 / Updated March 19, 2026

By Andrea Williams

@AndreaWillWrite

3 min read • Originally published July 24, 2017 / Updated March 19, 2026

Scroll through the instagram feed of your favorite travel influencer, and you’ll see just how much folks love a good vacation—in theory at least. But while scenic views of ancient cities and exotic foods served on remote beaches can generate hundreds of thousands of likes and comments, the reality is that half of all American workers leave vacation days on the table every year—particularly those between the ages of 18 and 25. And according to new Office Pulse data released by the digital media company Captivate, 23% of workers plan to work at least 30 minutes a day while on vacation, while nearly 50% will monitor emails.

So what’s the best way to leave the work at work and jet off on your own summer getaway with full peace of mind? Well, it comes down to preparation. Follow these tips from JoJo Gutfarb, Vice President of Goodwin Group PR, before you go on vacation, and you can actually enjoy your time away and come back renewed and refreshed.

Give your team a heads-up

“Before you leave, meet with your team or supervisor to tell them where projects stand and what you may need a hand with while you are away,” Gutfarb says. She also recommends sending this information via email, along with contacts for each client in case another team member needs to get in touch with them while you’re away.

Finally, Gutfarb suggests keeping a colleague on standby. “Make sure you have someone on your team attending any important events for clients, especially events you have helped coordinate or generate coverage for,” she says. “That person should be briefed and connected with press attending ahead of time.”

Let clients know you’re leaving, too

About a month before your vacation is the best time to personally let clients know that you’re leaving. Reminders certainly help, and this is where those handy out-of-office emails come in. But, not all autoresponders are created equal.

“Proof read your email a few times,” she says. “When it’s time to make it active, you’re normally excited about getting out of the office and in a rush to get to the airport or hit the road, so make sure you don’t have any embarrassing typos.”

Gutfarb also has some specific tips for other PR pros: “In your email, you may want to include something like, ‘If you are a reporter on deadline, please contact X,’ so you don’t miss a media opportunity for a client.”

Schedule social media in advance

Staying active on social media is a must while on vacation—whether you’re managing your own accounts or those of clients—but that doesn’t mean you have to spend pool time posting to Twitter and Instagram. Gutfarb always schedules posts in advance, using Hootsuite for Twitter, the Later app for Instagram and Facebook’s built-in scheduler. She also has a strategy for when those posts are scheduled to go live.

“Stats have proven that the most successful days to post on social media are Tuesday through Thursday mornings, or afternoons between 2:00 and 4:30pm,” says Gutfarb. “It’s great to schedule content for early in the morning (between 7:00 and 9:00 am), when people are commuting to work. You can also post around the 10:00 to 11:00 am hour, when people may be taking a quick social media break before the second half of their morning routine. The weekends and Mondays are not as successful.”

But even if you pre-schedule posts, social media isn’t completely “set-it-and-forget-it.”

“I always say that you should pay attention to breaking news when you’re traveling because a post you may have scheduled may no longer be appropriate to go out,” Gutfarb explains. “You should always be able to cancel a scheduled post or ask a colleague to be on call if you’re unable to be near a tablet or computer.”

Or, you can just check your social media accounts once or twice… You know, right before you upload that killer bikini snap.

Topics:

Climb the Ladder, Skills & Expertise

Climb the Ladder

6 Rewarding Career Paths for Writers You May Not Have Considered

There's more to writing than books and magazines

By Aja Frost

Aja Frost is a growth marketing leader who has spent nearly a decade at HubSpot building and scaling the company's growth engine across SEO, AEO, content, and product-led acquisition. She is also the co-founder of Platonic Love, a media brand with a bestselling Substack newsletter.

4 min read • Originally published July 26, 2017 / Updated March 19, 2026

By Aja Frost

4 min read • Originally published July 26, 2017 / Updated March 19, 2026

When people hear “writing career,” they tend to think of novelists and essayists. But those who love to write have more options beyond becoming the next Dave Eggers or Dorothy Parker. The following six jobs span a variety of industries and specialties—read on to find which role would suit you best.

1. Technical Writer

If you have a knack for distilling complex ideas into plain English, a career in technical writing may be a good fit. Technical writers prepare instruction manuals, how-to guides, documentation, FAQs, and other supporting materials. It might not sound like the most glamorous job, but anyone who’s interested in software, engineering, science, web design and other technical fields will enjoy it.

In addition, technical writers have great job prospects. According to the Bureau of Labor Statistics, the demand for technical writers is expected to grow 10% by 2024, which is faster than the average for all occupations.

Most technical writers work full-time. To become one, you need a college degree. Familiarity with a technical subject will improve your odds of getting hired.

2. Editor

Good writers usually make good editors. After all, they’re skilled at developing pitches and writing clear, concise, comprehensible copy. Now, instead of coming up with those ideas and creating that copy themselves, they typically delegate these tasks to a team of writers and then refine the end project.

Editors work in a variety of industries, companies and roles. The most well-known is the magazine editor; however, you could be a blog editor for a Software-as-a-Service (SaaS) company or a developmental editor at a publishing house.

While getting a B.A. in communications, media, or journalism isn’t necessary, it can be helpful for breaking into the editing world.

Check out the open positions for editors on our job board right now.

3. Magazine Writer

While the movies may give the impression that magazine writers are all beautiful women named Andy (see Devil Wears Prada and How to Lose a Guy in 10 Days) who dislike their bosses, there are a ton of different paths magazine writers can take. Yes, you could work at a traditional monthly print publication, producing stories for press on a regular cadence. But you could also write three articles per day for an online magazine.

Furthermore, your options aren’t limited to fashion or lifestyle publications. Almost every niche—from science and medicine to politics and humor—has at least one magazine. Some have hundreds.

What did Devil Wears Prada get right? The magazine journalism world is fairly competitive and often requires a couple of years in a low-paying job at the beginning of your career.

Find the writing gig that’s right for you on our job board.

4. News Reporter

If you love asking questions, digging into the details and crafting narratives, becoming a news reporter will probably suit you.

Writing for a news outlet has a lot of pros: It’s normally fast-paced and dynamic. You may also get the opportunity to travel, interview prominent or interesting people, and cover huge stories. But while many writers are drawn to reporting, there are a couple downsides.

With the decline of print journalism, jobs are becoming scarcer. Some reporters take jobs at local newspapers out of necessity—while they may be dreaming of covering the crime beat in Miami. Reporters also tend to make relatively low salaries. Finally, news reporting isn’t a 9 to 5 job. Maybe you need to stay late to finish up a timely story, work on the weekends to hit your deadline for a big piece, or start early to interview a source with a jam-packed schedule.

While getting a journalism degree will help you get your foot in the door, internships and clips are vastly more important. Editors are looking for proof you can pick out a compelling story, get strong quotes, write a solid, objective article and meet your deadlines.

5. Social Media Manager

Ten years ago, the idea of using social media to market a business would have sounded silly. These days, businesses are scrambling to hire professionals to manage their social networks. In addition to popular channels like Facebook, Instagram, Snapchat, LinkedIn and Twitter, many organizations also incorporate Quora, Vine, Slack and more into their strategy.

Writers are a strong fit for social media positions. Much of it requires writing: infographic copy, tweets, Facebook captions, LinkedIn posts and so forth. Plus, this work is highly creative. Writing helps you strengthen your creative muscle—and you’ll put it to good use in this role.

Because it’s so new, a traditional career path doesn’t exist. Your best bet is maintaining active profiles on all of the main platforms (employers will definitely check out your accounts!) Getting freelance social media experience will also make you a far more attractive candidate, even if you’ve only managed the accounts of a small company.

6. Blogging

The independent blog world is oversaturated right now, meaning the chance of becoming successful enough to pay all of your bills with revenue from your own blog is relatively low.

But bloggers themselves can thrive by writing for third parties. To give you an idea, you could write blog posts for a software company in Florida, a recruiting firm in Canada, or an online cosmetics brand

Although these gigs might not bring most people fame or fortune, they’re ideal if you enjoy brainstorming ideas and using content to drive business goals.

The first step to building your writing career is to grab whatever writing opportunities you can find. Check out the writing jobs that are hiring today.

Topics:

Climb the Ladder, Skills & Expertise