ChatterBachs… Composing Strategies

You’re busy. Your organization is busy.  In fact everyone in the organization is focused on some mission-critical function, that next high-priority project, or their all-important to-do list.  Perhaps it’s closing the next sale, meeting with the client who’s been having issues, preparing for the conference at the end of the month, or installing a new financial system.  It doesn’t matter what it is… it’s always something.

Blogging keeps coming up in meetings as a priority, and yet, it never really is.  It’s been bounced from Marketing to Communications to Web Development.  Even the CEO started their own blog but hasn’t written on it since September.  Others have stepped forward, but, well… the immediate keeps getting in the way of the important.  Perhaps you’ve even thought about hiring another full-time staff person but either don’t have the budget or just aren’t sure about the potential impact.

This may be the time to consider ghost blogging.  Why ghost blogging?  And why now?

First, what is ghost blogging?  Ghost blogging is when someone blogs on your behalf, perhaps in your voice or in the voice of someone in your organization.  It could even be written from the perspective of a fictional character.  The point is that no one has to know who the writer is.  Think of it like being a ghost writer or writing under a pen name.

Here are some of the advantages:

• First, blogging is a great way to increase visibility for your company, product, or solution.
• Blogging builds brand loyalty as customers and clients get more personal insights on your organization, its direction, and/or its practices.
• Blogging is an effective channel for keeping current information in front of your employees, members, clients, and/or potential customers.  Changes can be made more rapidly than what is typically found on a static web site.
• Links in blogs can direct readers to photos, videos, press releases, announcements, web site pages, or other blog posts so readers can more easily find information they’re seeking.  They also begin to see your material as a valuable resource.
• Blogs help develop thought leadership.  With consistent and reliable posts the blogger develops a voice of authority with their readership.  If your competitors are not already taking up this leadership position through their blogs, they will be soon enough.  Why shouldn’t that be you?
• Ghost blogging is a cost-effective way to achieve regular blog posts without having to add the overhead of a part-time or full-time employee.
• Some people are comfortable and confident with writing; many are not.  Many employees are intimidated by the writing process or simply do not know where to start.  Some may be skilled or experienced in presentations or customer service but lack the proper training for effective communication through writing.
• A ghost blogger is not encumbered with other functions of an organization- reports, meetings, conference calls, travel arrangements, covering the front desk, etc.  They can simply focus on the topic and write.
• Ghost blogging allows you to stay focused on what you do best while securing the services of someone who is skilled as a writer.
• With ghost blogging you still maintain directional oversight.  What are you hoping to accomplish through your blog? What are the topics to be covered?  What is the angle for a given post?   What is the tone the blogger should have?  With timely and open communication with your ghost blogger, this should work smoothly.
• With ghost blogging you still retain editorial power.  Do you want a certain point to be emphasized more?  Do you need more resources to be referenced?  Would you like to include an announcement in the text of a blog post?  Do you want the second paragraph to be removed altogether?  These are your calls to make.

What are your questions on blogs or ghost blogging?

For more on blogs and ghost blogging, please check out “Confessions of a Ghost Blogger” and “4 ways to turn what you’re already doing into blog posts” and follow ChatterBachs on Twitter.