Last week I came across this blog on LinkedIn, and it got me thinking. There are a lot of differing opinions on ghost-writing, and a lot of it is all down to your personal opinion. However, I strongly disagree with this article, and the somewhat confused nature of its differentiation between ‘ghost writing’ and ‘assisted writing’ (which are essentially the same thing). Frankly, if you think outsourcing your blogs to a copywriter will get you bland, template blogs, then you are using the wrong copywriters. Instead, in this post I would like to give you 4 reasons why ghost-written content can be the very best thing for your business and your marketing strategy – if you pick the right copywriter.
1. Researched, well rounded content with a spark of life
A good copywriter will do their research on the topic and your company so that they can fit your tone and create informed content as part of the package, making sure no one outside of your agreement knows that you did not write the content. that’s the point of a ghost writer after all! Some people think ghost written content lacks flair, but honestly, you’re probably using the wrong copywriters. A good one will get to know the client, the way they talk and what they want to say before they put it all on paper. Being able to create several different personas to write form allows a copywriter to find just the right tone for you and your business and bring it to life.
2. Professionally ghostwritten content
Copywriters spend all day every day writing content for businesses, they know what they’re doing. We know the tips and tricks that make a good blog great, how to make your post stand out and how to get it found in Google. We are also trained writers, and can make sure your message is conveyed succinctly and effectively without any unnecessary padding. Copywriting is an art form as much as it is a science, and while there are hundreds of ‘blog templates’ out there, no self respecting copywriter will use one. Instead they will use their experiences, skills and talents to craft the perfect ghostwritten content for you, fir for the purpose you need it for. Need a sales oriented blog post, one that promotes your new products? Maybe you need something that informs your reader about a current issue with an authoritative tone, or simply discuss an idea or ask opinions in a light hearted fashion? A copywriter should easily be able to achieve all of these and many more.
3. Massive time savings
Let’s face it, if you’re not used to writing 3 or 4 blogs a day, they can be pretty time consuming. The majority of business and personal users now understand the importance of content and blogs in search engine optimisation and reinforcing your company image, but very few have the time to enact on it. So instead of struggling to write 600 words when writing really isn’t your forte, isn’t sending a copywriter your thoughts in bullet point form and asking them to craft it much easier?
4. Give yourself some credibility
Having a regular, well researched and well written blog on your website and being shared through social media is the perfect way to gain traction and authority in the marketplace, and can position you head and shoulders over your competitors. Showcasing your knowledge not only of your own products, but also your customers, what they want to read and what their needs are, is likely to result in more business for you. But if our blog isn’t well written, and is instead a mess of spelling mistakes, broken grammar rules and disjointed points, your customers are going to notice, and they will think less of you for it. If you as a business are going to blog, doing it properly is vital. Unless you have a copywriter on staff (which very few small or medium sized companies do) then outsourcing your blog and embracing ghostwritten content is the answer.
So there you have it – a perspective from the other side of the issue. In case you hadn’t guessed by now. we are passionate about blogs, and our aim in writing yours is to get your business noticed with quality, shareable content that will keep users coming back again and again. If you need help or just have some questions about outsourcing your blogs, you can get in touch with us here and we will be happy to help.
As business owners I think we have a tendency to think we can do it all, but sometimes to delegate to someone else’s genius allows more space for your own genius.