Recently, I received an email from someone wanting some tips on how to approach blogging. In short, he wasn't sure if he was up to the task, had the level of commitment, time and discipline required and suggested possibly outsourcing to a ghostwriter. "Content Writer" "Copywriter" call it what you will, this is an age-old debate with valid reasoning on both sides not to be taken lightly, and I'm finding the more awareness and understanding of social media increases, so do these these types of inquiries. So, it's pretty safe to say it's not going away any time soon and the debate will rage on between blogging purists, writers, SEO experts and opportunists alike.
Even though I sit firmly in the first category, I'm also a realist and I do try to reserve my personal opinion as there's just no easy "one size fits all" answer, as is the case with all aspects of social media. However you regard it, many personal and business blogs do use ghostwriters without disclosure, some successfully and some not, so thinking it's a sure fire formula to success and the benefits you want, would be mistake.
I think the wisest way to approach this is to consider the following points from both sides of the debate, before making a decision based on what suits you and your overall objectives.
Pros
- Ghostwriters will save you time and energy researching up-to-date and relevant content ideas
- If necessary, they can provide a fresh perspective on your tired topics
- A skilled ghostwriter will write informative, entertaining and professional blog posts every time
- You won't have to worry about finding time to blog, spending that time to focus on your business
- Most experienced ghostwriters know what sort of information you should be publishing online, and are also reasonably tech savvy
- It's a viable solution for those of you who just can't or don't like writing, but know it's still necessary to maintain a blog as smart business practice
- Frequent blog posts is fantastic SEO (Search Engine Optimisation) greatly increasing your traffic, profile and prospects
- A ghostwriter can create an effective and organised long term blogging strategy
- For many, this is a totally unethical practice going against the very thing blogging is about - authenticity and transparency - which is how social media differs from all other forms of marketing
- It could take you awhile to find a ghostwriter who's writing style you like, and then develop an understanding and trust with them
- Perhaps a ghost blogger can't aptly convey your ideas and opinions?
- What if your ghostwriter moves on? Would you be able to continue, or find someone to replace them after they've developed your online reputation and a relationship with your audience?
- Does the writer have adequate knowledge and/or experience of your industry, market, niche or brand?
- How can you be sure the content is original and value for money?
- Will the posts come across as too "generic" filled with all the right keywords etc but no real personality or insight into you and your business?
Ultimately anything published under your name or business you will and should be accountable for, so whichever way you go, be prepared to stand behind it and any possible consequences (good or bad).
Alex
;)
4 comments:
Great post Alex. I tend to agree with most points on both sides. I think that if you're pressed for time, but still see the need for a blog, I think it's a great idea to hire someone else to assist with it, but I probably wouldn't completely hand it over to a ghost writer.
I'm in the process of starting up a personal development blog, and already I can see the need for someone to assist in brainstorming topics to blog about, content strategy, etc.
However, I think if I ever got to the point where I didn't have time to write my blog posts, I would at least add my own flavour to them. I think I'd simply brief someone on 10 to 20 topics I want to write about, have them write some points and give the post a bit of structure, then I'd rewrite it in my own conversational way and add any bits that I feel are more me.
To be fair, I think that we're going to see a lot more ghost written blogs as time goes along. Blogs are an increasingly popular tool for SEO, marketing and getting your message out there - regardless of who writes it. All social media is user-generated content, and with any such content, it will change and grow however the users do, even if this means outsourcing that content.
The online community is growing every day, and I hope that this also means an increase in self-published content.
Thanks for your great comment Chris!
I think it's really essential to add your personal stamp to a blog, or for that matter, any online published content. My fear is that many will firstly opt to take the "easier" route or short cut hiring others to do this, missing the point, and possibly the personal and professional benefits altogether. Without experiencing these, they probably can't or won't see the true rewards of blogging.
That said, your proposed plan sounds structured and strategic whilst still maintaining an important level of honesty and integrity. I'm sure you will enjoy the blogosphere, and look forward to reading your posts! :)
My take on this - and you know I grapple with this problem regularly - is that posts are hard work when they're about what you do for a living but not so hard when they're about who you are while earning a living. For example, I've just suggested to one of my clients to write stuff about life as a working mum. It's a lighter take on life and may not be perfect for SEO, but I'm not sure that's really what blogging should be about.
I agree Peter. Consistently writing about your industry, services, products etc and ensuring it is entertaining as well as SEO friendly is a HUGE task to undertake, and obviously not fit for all. I really believe however, that you just can't have true success in blogging (or business for that matter) without sharing/displaying personal insight which is equally important ie you can't have one without the other! I guess, at the end of the day, it's about what the person feels comfortable with, and that will vary. I'm sure as social media evolves, so too will this debate.
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