Once upon a time there was this new thing called the Internet, where people could settle arguments about 70's TV programmes or look up the nearest pizza place. At first the people were wary of this 'new thing', but gradually came to see it as, first useful, then important, and then vital as a source of information and entertainment.
The challenge to brands is to harness new technology to build better content that isn't just likeable, but is shareable and unforgettable. To be great storytellers they need to transcend content marketing and be part of the conversation in context, not as a cynical interruption.
As you progress through your career in journalism, you'll develop your own style, but by using the basic tricks of the trade you'll be ready to hit the ground running from your first assignment - straddling the needs of your editor and the readers sufficiently.