Offline capabilities
Yes, the internet does require an extra set of online capabilities (including interactive copy, content development, SEO, SEM and social marketing). That doesn’t diminish the importance of tried-and-true, bread-and-butter offline capabilities.
Here are two offline capabilities that remain important online.
Wordsmithing
The typos and grammatical goofs that litter the internet might make you think online capabilities are enough. But you won’t get by without proficient offline capabilities. Good old wordsmithing matters more than ever. [more]
Marketing
Marketing communications are most effective when crafted by a copywriter with a solid marketing background. That should sound like a no-brainer; develop content without an understanding of marketing fundamentals and you risk a disconnect from the larger strategy and discord with the brand. [more]
