I know what you’re going through.
I always say that online visibility depends on making sure that your site features fresh, interesting, valuable content and resources.
So you have to consistently publish.
You need to keep blogging, keep posting, keep generating that content. It’s all about consistency, right? The problem is, being consistent can be hard when you just can’t find the time or energy or inspiration to write.
So what can you do when you have no time for blogging?
Don’t panic. Because there actually is another way.
I know, I know — this “other way” is something I’ve advised against in the past. But the online environment getting more competitive every month, to the point where how you blog is a whole lot less important than that you blog. And sometimes, the best way to get that blog done is to hire a Ghost Blogger.
A Ghost Blogger is simply a writer who puts on your professional hat every week, channels your voice and your expertise and writes your blog posts for you. Yes, this service will cost you a bit of money. But if it’s the best (or only) way you can consistently produce the quality content you need, it’s definitely worth the investment. But, it’s not as much as Presidents of Fortune 500 companies pay out. That’s right, they also use the method spelled out below.
Is that a sigh of relief I hear?
If it is, I’m not surprised. When I ran a poll recently asking folks in my community if they would hire a ghost blogger, 55% said “yes” and 16% said “maybe”. Clearly there’s an understanding that creating consistent, compelling content is critical for staying ahead of competitors. (Hah! The 6 C’s.)Creating consistent, compelling content is critical for staying ahead of your competitors.
So, how do you work with a Ghost Blogger?
A Ghost Blogger’s job is to bear the bulk of your blogging burden, but that doesn’t mean you get off completely scot-free. There are still four things you’ll need to do:
- Contract with a Ghost Writer for a trial period.
- Fill out a simple form called a “Brief” for each blog post, explaining what you want to write about and sharing any specific points or info you want included. This will be your writer’s guide.
- Read, edit and possibly rewrite parts of the post to make it sound exactly the way you want it to (which is a lot easier than writing from scratch).
- Publish your post and pour yourself a glass of congratulatory wine.
(Yes, the second half of Step 4 is optional.)
Step 2, on the other hand, is not — and that’s whether you’re working with a Ghost Blogger or writing your own posts. When you’re creating the content for your business blog, you need a content strategy first. Everything you publish needs to align with your content marketing plan as well as your editorial calendar to ensure your blog delivers the results you want.
Once you’re clear on the strategy and content that supports your business, story and editorial calendar, then you can easily complete a brief for each blog post you write or commission from a blogger. And if you use a Ghost Blogger, you can even prepare for a month’s worth of posts or more in advance.
What sort of information will your Ghost Blogger need?
I’ve put together a list of questions you’ll need to answer so your Ghost Blogger can create a compelling post for you:
- What is to be communicated, the main objective, the ONE thing to get across in the article?
- What makes this content unique to you (your business)?
- Who is the target audience for the blog post?
- What is the TONE of the post? (funny, serious, expert, playful, etc.)
- What is the premise of the post? (usually stated in the title)
- What are the facts that make this post believable (two or three needed)
- What are the mandatory things that have to be included in the post? (name of business, etc.)
- What are 1-2 keywords that need to be included?
- What is the category for this post?
- What is the call to action?
- Is there a specific image to be used with the post?
I know that’s a lot to remember — so I’ve created a downloadable worksheet for you with these questions. The next time you write a blog post, start with the worksheet to outline your content in advance. And if you find you need help with your content plan, your editorial calendar and/or your blog posts, let me know and we’ll work out a strategic plan together.
And by the way, this post you’ve just read? It was written for me by a Ghost Blogger. It’s the first time I’ve ever used one, and will probably be the last, but I did it to prove a point. I think it does a pretty good job of demonstrating exactly what a Ghost Blogger can do.
Maybe it’s time you hired one to do it for you.