How to get your brand journalism site up and running

You’d love to try content marketing. You know you and your staff have the journalistic chops. But how to get it off the ground? Learn from Advocate Health Care.

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Funny thing about brand journalism. Executives can be nervous about trying it out, but it makes use of skills commonplace among their communicators.

“It’s about storytelling. It’s about journalism. Yet for executives, it’s as if they discovered something new,” says Jim Ylisela, president and co-owner of Duff Media Partners.

Ylisela and Stephanie Johnson, editor-in-chief of Advocate’s online newsroom health enews, laid out tips and lessons learned for those seeking to use content marketing to boost their brand or organization.

In creating the site, both draw on extensive news backgrounds as they worked together to create and launch the site in July. Ragan Communications worked with Advocate, an Illinois health care provider, to create the site.

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