Yes, yes! You know! Blogging is a must-do marketing tactic. The experts have been telling you for the last decade that blogging tickles Google pink.
And indeed, they do not lie. Blogging has enormous SEO benefits.
But blogging also gives you:
- Authority – you can demonstrate you know what you’re talking about
- Authenticity – it’s an opportunity to have a genuine conversation without selling
- Engagement – it’s a way to interact and break through your ‘wall’ of potential clients
But it can also be a pain in the a**. Because when you hit publish, 1,999,999 other people hit publish too.
That’s a lot of content. How do you stand out?
Blogging also needs to be done often and well. And you are a very busy person.
And the content needs to be authoritative, original, interesting and engaging. That’s a tall order for someone who usually writes proposals, not marketing stories.
Enter the Ghost Blogger
A ghost blogger writes blog posts for your business, in your tone of voice, about your company or industry and puts your name on it.
Yep! It’s like being famous and having a ghost writer to write your biography…except the chapters are much shorter and so is the turnaround.
The Benefits of a Ghost Blogger
- Ideas – this is the #1 reason people stop or don’t start blogging. A good ghost blogger will come with loads of creativity and research techniques to keep the ideas flowing
- Time – what might take you three days will take a good blogger much less time (especially when they’ve been blogging for you for a while)
- Economic sense– if the time it takes you to write a blog is worth more than the cost of a blog…outsource it!
- Expertise – they’ll know how to craft an engaging blog post that will capture the attention of your audience
What To Look For In A Great Ghost Blogger
Experience – make sure they’ve done this before. Unless your industry is super technical you won’t need an industry-specific blogger, but there are obvious benefits to working with someone who is already writing for your industry.
Creativity –remember: ideas are the number one reason people stop, or don’t start, blogging. Make sure your chosen blogger is full of them!
Understanding – understanding you is vital. Your blogger needs to emulate your tone of voice and style of phrasing. But they also need to have an in-depth understanding of your audience – your prospective clients. Who they are? What do they want to hear? How they will use the information in your blog posts? Make sure your blogger has a strategy to get to know you and your audience.
Technical basics – they should have a solid understanding of your blogging platform, be able to publish on your behalf and recommend changes to optimise your existing set up.
Channel awareness – Twitter, Facebook, Google+ and LinkedIn – a blanket headline won’t appeal to audiences across all those platforms. Make sure your blogger provides tailored headlines for the channels on which you wish to publish.
Why A Ghost Blogger Is Your Secret Marketing Weapon
You’ve got time, ideas, expertise and value: the four things a ghost blogger will instantly bring to your business.
That doesn’t sound like a secret weapon though, does it?
If you want to make ghost blogging really powerful, try this:
Study how your audience responds to the blog posts and apply what you learn to the rest of your marketing mix.
The instant engagement and analytics will tell you a lot about what your audience wants to know now.
This information, combined with your blogger’s stream of brilliant ideas can have a huge impact on how you communicate with your prospective clients.
If, for example, a how-to blog post does extremely well, is that a sign you should be using how-to guides in your email campaigns? Should you create a how-to download that you ‘sell’ in exchange for an email address?
Blog posts can be a great litmus test for more extensive marketing plans and an incredibly powerful source of up-to-the-minute ideas that fit your audience.
A ghost blogger will become your most powerful marketing weapon when blogging is used in coordination with the rest of your marketing mix. Take it out of isolation and you’re on to a winning streak.
Regular readers of this blog might have spotted a certain difference in style from the normal articles. Yes, you guessed it, this post has been “Ghosted”.
Thank you to the lovely Helen Dibble for writing this.
She’s also offering to inspire you! Leave a comment about your business and Helen will shoot you back some blog post ideas to get you going
Not sure ghost blogging is for you? Still want to have a crack at it yourself? Download ‘101 Blog Article Ideas’.
Helen Dibble is a writer and marketer. She blogs over at dibbledabbles.com, where she is a strategist, copywriter and creative miscreant. Her mission is to inspire small businesses to find their voice, conquer their creativity and engage their audiences to drive winning results. She writes, speaks, teaches and laughs.