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‘Always Be Publishing,’ Brand Journalism and How It Can Help Your Startup
As a business owner, you’ve probably heard the term: "Always be closing." Though the directive still rings as true as it did when Alec Baldwin trumpeted it in the 1992 salesman’s opus Glengarry Glen Ross, "Always be publishing" may make more sense for today’s young entrepreneurs.
That’s the idea behind the new marketing concept of "brand journalism," which is the practice of covering your business and industry like a reporter. In other words, you’re transforming your marketing efforts into publishing efforts.
By Tim Gray
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