The article goes on at length about the abundance of new opportunities for mobile apps, digital media and new forms of marketing in general. What is missing is an emphasis on the need for writers to supply all this content.
It can be argued that the importance of good writing for these near endless new opportunities afforded to us in the Digital Age is an understood. Of course not everything we think of as being an "understood" is, well, understood at all. In fact, many of the people I see creating new forms of digital enterprise seem more focused on sales of their product(s) than they are on the writer(s) hired to write the copy which sells it.
This is nothing new. I said when I started this blog that it "Seems to me writing is yet another art which goes largely unappreciated by the people who rely on it the most."
All of the new content being created for this plethora of new digital media is being created by writers, most likely for less than a penny per word, and with little or no credit whatsoever. Yet the content being created is the lynchpin upon which any and all success of the aforementioned digital media is pinned. If the copy is not well written, there will be no interest, no sales and no success.
So while there are perhaps more opportunities for writers than ever before, it is incumbent upon the writers that they demand to be both recognized for their hard work and paid accordingly. Not everything you write will have your name on it, but you should be paid an amount which is equal to the quality work you provide.
Before you agree to provide any digital content be certain the job is worth your time and effort. The sooner individual writers recognize their work has real value, and demand they be remunerated for it, the sooner all writers will be treated as a important piece if any successful business plan. A place they have always held, yet have not always been appreciated for.
However, the Financial Times predicts further digital integration in terms of advertising this year: “We are seeing rapid growth in our digital subscriptions. Our research shows that readers who see an ad on more than one channel are much more likely to be engaged with the brand than those who see it once. More advertisers are asking for mobile elements in their campaigns,” says Ben Hughes, global commercial director and deputy chief executive at the FT.
Online advertising is also seeing a rapid change and demand for new ways to advertise. The simple banner demonstrating what brands have on offer on a news platform is becoming a more interactive experience.
Click here to read more of the article in Marketing Week.