Allow customers to see your authentic side

Adam Smith, the father of modern economics and author of The Wealth of Nations (1776), identified writing as one of the three most important inventions of mankind – the other two being money and economic tables.

More than two centuries later, the Internet has powered the written word to levels unimagined only a generation ago, let alone during Smith’s era. Indeed, it is the driving force behind a handy new-media maxim, “Content is King.”

Today we’re consumers of many kinds of online content, in...