Eeek! I’ve Seen a Ghost (Blogger)!

25 Aug

The ghost at the machine

Let’s say you have a company that provides a service or product. You’ve been in the business for a number of years, you may even have a degree in it, it is a huge part of your life. Your clients love your product or service and really appreciate the insight and expertise you are able to give them when you interact with them. Now you want to take your business to the next level by sharing your expertise and thereby attracting new clients to your business. Everyone has told you that you need a blog. Not only will it allow you to spread the word about your company, but it will help your website climb organically in the search engines.

There are just a few problems: you don’t like writing (or are not good at it) and you have no time. If you are a lawyer, consultant or other kind of professional who charges by the hour, it may not make economic sense for you to spend unbillable hours writing a blog.

What to do? Should you put your blog ambitions on the shelf? There is another option and it’s called ghost blogging. Most people are familiar with the concept of a ghost writer. If you have a story to tell or information to get out and you want to publish a book, you may look for an experienced writer who will work with you to take the information out of your head and get it on paper in a coherent way.

Ghost blogging is basically the same process. First, a plan and schedule are determined by the client and blogger, to decide what the goal of the blog is, what topics should be covered, the style of writing, and how often content will be posted. The blogger then interviews the client to extract the person’s expertise on the various topics, and may supplement this information with books, articles or white papers provided by the client or found online. Once the post is written, the client reviews it to make sure it is factually correct and adequately covers the topic. Then the blogger posts it online.

It is critical that the client be involved in the process, and reads each post not only to make sure it is sending the right message, but also so that he or she can speak to it with clients. I also recommend that the client be the one responsible for responding to comments on the blog, so that he or she can establish a relationship with the readers and potential customers who care enough about the topic/company to make a comment.

But, Is It Right?

Some people have been going off on a rant about how ghost blogging is just not right. They feel it’s sort of like hiring someone to write your term paper in college. The thing that made the bought term paper wrong was that the person didn’t do the work of learning what he was representing he was learning. You, however, have invested years learning your business or trade. You’re the real deal.

No one raises a stink when celebrities use ghostwriters to write their memoirs. And it is commonly accepted for companies to outsource their newsletters to PR agencies. It’s my feeling that as long as the client, whether as an individual or a company, actually has the expertise that the blog is communicating, it is perfectly fine to hire someone to do the writing.  If the client is using the blog primarily as a personal branding tool, to get speaking engagements or a job, then it is even more important that the content honestly represent the client’s knowledge, experience and style, because that will all come out eventually. But even in that situation, I don’t think it is that critical for the client to be the one actually writing the posts as long as he or she can communicate the essence of the content to the ghost blogger.

My company, Pro Creative, provides ghost blogging services to companies or individuals, so if you like this blog and would like a blog of your own, contact us. We would be happy to help you join the blogosphere.

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