Editor’s note: This story is taken from Ragan’s new distance-learning portal RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
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.