CEOs shouldn't write. Not because they're useless at it, but because their time is better spent elsewhere. CEOs should be leading and doing, not researching and writing. But they should still (often) be the public face of the business; which is why ghostwriting has become commonplace. That's fine (writers have made a good living from ghosting for decades). But the vast throughput of content required for a well-rounded content marketing campaign means that ill-qualified writers are often being forced into creating second-rate content which neither serves the writer, the CEO or the brand. It's a big problem, it's one which only clarity and bespoke creation will solve, and it's one beautifully articulated in this piece from TechCrunch.
Many congratulations to my clients, A2B Excellence, on winning an Employee Engagement award! ...And, ahem, congratulations to Wells Park Communications for writing the successful award entry. In a world where marketing is multi-layered and it's a challenge to shout above the noise, awards are a remarkably low-cost opportunity to gain traction. Better still, the benefit grows for smaller businesses. Awards (so long as they're recognised and suitably substantial) yield a year or so of instant credibility, a stack of good photos, the chance to take clients on a jolly and a good excuse to email everyone in your contact book with the good news. Yet the cost of entry is often zero; and even if there is a fee, it's much less than the cost of, say, entry to a second-rate conference; o