Not that long ago, I responded to a conversation some peers of mine were having about Google’s supposed latest disavowal of another spammy form of content generation: The guest blog post. You know the kind: not the truly unique and valuable content contributed by a vetted professional but the junk, no value, keyword-stuffed content posted merely for some search engine optimization love. So for everyone else besides search engine spiders who despise this kind of useless, adding-to-the-clutter kind of content generated by those I’ll describe as “content pimps,” I thought you might also appreciate reading my response to this conversation:
- Write really good press releases (as a recipient of WAY too many press releases since becoming a columnist, I can tell you that the majority of them SUCK);
- KNOW and understand the BEAT of the journalist to whom you were sending your press release (sure, blast wire distribution services like Bacon’s existed, but those were the long-shots; most of us didn’t expect these press releases to lead to anything except when we had a good pre-existing relationship with the journalist or media contact);
- If you were in PR, you actually were expected to WRITE GOOD SHIT (i.e. ghostwritten bylines for clients or general informative pieces). Woe to the newbie on staff who thought they wanted to do PR but who couldn’t write. They wouldn’t last a year. I can’t really say the same is true anymore. Fewer and fewer people it seems are truly good writers. Most are mediocre at best.
What do you think?