Every business that wants to use the web to build a closer relationship with its customers has to create compelling online content.  Thus they are a publisher - that is now a well accepted truth.  However, what many businesses are unclear about is exactly what publishing skills they need to learn.  Here I have attempted to distil 15 years of magazine publishing experience into five simple principles that any business, be it a retailer, a provider of professional services or a manufacturer, should consider before they start to create online content: (more…)