A while ago I wrote an article on the reasons why more business people are needing written content these days but it wasn’t used at the time. I’d obviously prefer you to hire Allan Jackson Communications if you need something written for your business but I have outlined some things to look out for if you’re determined to go it alone:
Writing for publication was usually left to professionals in the days before the web became so much a part of our lives.
There weren’t, in fact, that many chances to be published. Most marketing was done in the form of advertising in the media including magazines and newspapers. Some businesses ran PR campaigns to get free publicity but that was usually outsourced. This was because creating content to publicise a business while still being acceptable to the news publications was a pretty skilled occupation.
Business people had little need to write to support their marketing efforts. The situation was turned on its head, however, when Internet marketing took off and everyone became publishers.
Businesses wanted to be found when the public used a search engine to look for products and services. The butcher, the baker and the candlestick maker suddenly needed content, fired up MS Word and started to churn out words.
Then a new problem arose when the search engines began to change the way they ranked sites. At first they had given priority to sites which had good keywords in their HTML code so the text content of the site was often overlooked.