People say the digital world is destroying journalism. There are certainly examples of that. But in reality, it hasn’t changed journalism nearly as much as we think – it’s mostly the jargon that has evolved.

Since launching North Squared Media, I’ve spent a lot of time talking about audience strategy, SEO, topic authority, and referrer traffic – terms that sound like they belong in a marketing seminar rather than a newsroom. But too often, these concepts are either misunderstood or dismissed as mere clickbait tactics, dumbing down the news. And yes, some people do use them to game the system. But hacks have always existed.

The truth is, digital journalism doesn’t have to be a hacks’ game. Using the digital tools at our disposal to ensure our stories reach the biggest audience isn’t cheating – it’s just good journalism. In the right hands, it’s how we uphold the very principles that have always defined great reporting. Because good reporting isn’t simply one story. It’s having the credibility, authority and platform to tell it – and that doesn’t happen by accident.

And for the best example of this? In my view, the greatest piece of “digital journalism” predates Google, the iPhone, and even the internet: Watergate.

Watergate: A Masterclass in Digital Journalism Before the Digital Age

Now hear me out! At first glance, Watergate seems like the pinnacle of traditional journalism that’s somehow been lost over the years. Bob Woodward and Carl Bernstein’s meticulous reporting took down a U.S. president, setting the gold standard for investigative work. But when you look at it through a modern lens, it becomes clear: the Washington Post’s coverage of Watergate was a textbook example of today’s digital journalism principles in action.

1. Building Topic Authority

Today, media outlets focus on topic authority—consistently covering a subject to establish expertise with both audiences and algorithms. That’s exactly what Woodward and Bernstein did.

They didn’t just drop a single scoop and move on. They relentlessly followed the story, publishing piece after piece, connecting the dots, and proving they owned the beat. If SEO rankings had existed in 1972, The Washington Post would have dominated for “Nixon scandal” and “Watergate investigation.”

2. Optimising for the Audience

Great journalism means nothing if no one reads it. Today, we optimise for search, social, and user behaviour. The Washington Post did the same thing—just with different tools.

They didn’t bury their exclusives inside the paper; they put them front and centre. They knew placement mattered. They made sure their audience was engaged and paying attention.

3. Maximising Referrals and Distribution

In digital media, we amplify stories through social media, newsletters, and news aggregators. Watergate was no different. Woodward and Bernstein worked their sources, gave interviews, and ensured their reporting spread through television, radio, and rival newspapers.

In modern terms? They maximised referral traffic. They understood that breaking a major story is only half the job—the other half is making sure people actually see it.

4. SEO Without Google

We think of SEO as a digital concept, but at its core, it’s about making stories discoverable. Watergate didn’t go viral by accident. It had all the elements of great journalism and great distribution: a gripping narrative, relentless follow-ups, strategic placement, and smart amplification.

The Real Lesson for Today’s Journalists

Some argue that SEO, audience strategy, and digital distribution are ruining journalism. And in the wrong hands, they can. They can certainly lead to some pretty cheap behaviours. But in the right hands, they are powerful tools to expose the truth, hold power to account, and shape history—just like Woodward and Bernstein did.

Journalism isn’t dying. It’s evolving. And the best of it still follows the same rules it always has. (Funding it, now that’s a whole other question!)

ABout North Squared Media

North Squared Media offers a range of services, including PR, audience development, and media consultancy, designed to help businesses across the North tap into the region’s unique strengths and opportunities.

Karl spent almost two decades in the news media industry as a journalist and editor working around the world. He has launched major brands in New York and worked at the top of British journalism. He was Executive Editor of the Daily Express, Group Editor of The Northern Echo, Lancashire Telegraph and Bolton News and has worked for The Scotsman, Lancashire Post and has launched major digital initiatives across Reach Plc’s entire portfolio of brands from The Mirror and MEN to the Daily Record and WalesOnline. He has collected a number of prestigious industry awards along the way. He is passionate about helping brands to grow and is fiercely passionate about the North.

For more information, visit North Squared Media or contact Karl Holbrook at karl@northsquaredmedia.co.uk.