@blockurator,

Good article, Block. As someone who's spent more than a decade in advertising, I might add a caveat that you mentioned but did not emphasize.

Authorities are expected to do everything well ... the Halo Effect. Writing and blogging that is not HIGH QUALITY Content hurts you more than it helps.

This is an important insight because many professionals and business-people cannot write well. Some know it and compensate by hiring others that can, others don't.

'Writing well' entails a great deal more than simply running an article through Microsoft Word's SpellCheck and Grammar-Check (although you'd be surprised at how many people don't even do that). It entails creating an article that is both informative ... and interesting. And it is the latter that separates the good writers from the bad.

It is also easier said than done.

Of all the elements of great advertising and marketing, the one that is most under-appreciated is great writing. It is MUCH EASIER to find an excellent videographer or graphic artist than it is to find an excellent writer. People often believe that there ought to be lots of great writers because the pool of people who can write (almost everyone is functionally literate) is so large.

Everyone can sing ... how many can sing beautifully?

Quill