Ghost Writer or Not?
WANTED: More Qualified Leads
On the pros side, articles from the POV of an expert, especially a CEO, pack one hell of an authoritative punch. Rather than hearing a generic, collective brand voice (we here at Baron Payroll have worked with 100s of clients...) readers hear a singular, assertive voice of a true expert in the field (Since starting Baron Payroll in...I have worked with 100s of clients...).
It lends more credibility and expertise to the article.
On the cons side, I've seen it take much longer for articles to get produced. A lot of time can get spent as the writers try to match your voice. They may need to spend more time with you to dial in your ideas, perspective, and unique voice. You'll want to review the articles closely to make sure they're getting it right, which can often bog down production as tweaks are made.
Your voice on the blog will make your content much more credible, but it can take longer to produce content as your writers try and nail down sounding exactly like Larry.
In the end, your name will be on the content, so you'll want to make sure you can own up to the words on the page.
Larry Kagan for background, John works in-house as you know, but he does quite a bit of ghost-writing.
I can only claim to speak for my work at IMPACT, but about 30% of what I write I ghostwrite as company leaders. This, mind you, is a rough estimate that can vary from month to month.
Just as Kevin says, at times, that authority can be very helpful in some circumstances. Your experience and business acumen are assets that lend credibility to a point of view.
At other times, though, it can actually be a detriment. Think about it this way -- movie stars go on talk shows to plug their new films. They can't really stand up and say how great they are in a movie, but if Jimmy Fallon says, "you were terrific in this," the same thing gets accomplished, much more modestly. If you're talking about your accomplishments, for example, having another person serve as your Jimmy Fallon can be helpful.
I tend to ghostwrite mostly for two or three company leaders, so I feel like I have a pretty good idea of how they sound. However, when someone new gets added, it takes time to get their voice down.
Whenever I get a new piece assigned to me, I immediately start thinking about the byline and final structure. The form needs to fit the function.
Brandon Ruffner Wow, I absolutely love your idea! I'm the Marketing Manager at our swimming pool construction company and I'm definitely passing your post over to my Content Manager. We've been working on organization and prioritization in order to improve the efficiency of our content strategy and would love to collaborate with like-minded folks like you. My email is firstname.lastname@example.org, feel free to shoot me a message and we can set something up! 😁
Hey Chris Greene , long time no see! Check out this course from Liz, then head to the resources section, there are a number of job description templates, resources, etc that should help!
Connor DeLaney Gosh this is such a great conversation. In Zoe's case, our brand is still relatively new, so we really want to position ourselves as a helpful guide. We see offering free, targeted resources — in addition to our blogs — as a great way to cultivate that relationship and be seen as a trusted resource.That said, we're just getting more downloadable PDFs off the ground — and, of course, LOTS of other marketing companies are already doing this, so we have some heavy competition! Time and testing will tell how successful we are. Since we're heavily focused on the education approach, though, that makes it a good match for us.
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Sam Roettgen Excellent, feel free to reach out with anything else you need in another post 🥳 We have many members that benefit from questions that are asked 🙌🏻. We appreciate you! 🙏🏻
Here are some resources for you though to try and help get started either way:
I'd also recommend you have your ghostwriter read They Ask, You Answer so they have an idea of what you are looking to achieve if they haven't already.