Ghost blogging – should I use someone else to write my blog?

An image of a cartoonish ghost.
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It’s an argument that comes up time and time again – is it ever acceptable to have someone else write your blog posts? Of course, our answer is a resounding YES, as this is a service that we provide to many clients, but why does it have such a bad rap?

Let’s face it, we all outsource various things at various times – here are just some things I’ve outsourced recently:

  • House cleaning – I don’t have time, so I hire a cleaner
  • Fixing my car – I don’t have the knowledge so I pay someone to do it
  • Designing graphics – I’m not a designer so I contract someone else to do it
  • Accounts – need I say more?
  • Basic admin tasks – my time is better spent on other things

No-one slates me for outsourcing those things, do they?

But when it comes to ghost blogging there seems to be a very definite line – you either love it or hate it.

Those that hate it say it misleads the reader, it can never be as good as a blog written by the business owner, it’s untruthful, and many more negatives.

Those who love it see that it frees up their time, ensures that their blog is updated regularly, gives them extra content when they don’t have the time or ability to write, amongst other things.

So why the hate? Done properly, a ghostblogger speaks for the company – so not misleading. If the business owner or marketing manager isn’t a prolific writer or isn’t comfortable writing, a ghostblogger solves a problem for them and makes their blog look good at the same time. Untruthful? How? When we blog for people we agree the things that can and can’t be said, agree a schedule of blogs, and make sure that what we write is the opinion of the company we’re writing for, whether or not it is our opinion is irrelevant.

With over 50 blogging clients, it’s a part of my job that I love, and one I’m proud of, especially when I see blogs we have written being Tweeted, Facebooked, Socially Bookmarked and more.

Ghostblogging shouldn’t have a stigma attached to it – ghostbloggers perform a service much like a copywriter or a PR person – and in these busy times outsourcing your blog management to someone else can be a much needed weight off your mind.

What springs to YOUR mind when the word ‘ghostblogger’ is used?

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About Nikki

Author of many 30 Day Blogging Challenges, Nikki spends her time helping small businesses with Internet Marketing and Social Media Marketing. With 17 years of experience, she hasn't yet found someone she couldn't help to get more business from their website.

Comments

  1. I think perhaps describing it as “Ghostblogging” conjures up some negative image of badly written celebrity “auto” biographies?

    Theres certainly nothing wrong with outsourcing a blog – after all, companies have paid professionals to write copy, produce press releases, design adverts – and handle entire marketing strategies – for years.

    They key is to make sure it’s well written, WHOEVER writes it. I’m fortunate enough to enjoy writing our blog immensely – I’d never outsource it, but thats just because I’d miss doing it!

    I would certainly recommend a professional outsourcing service to our clients – if they don’t have the time, skills or enthusiasm to do a good job themselves!

  2. I both write and speak on behalf of my clients. I would say a “ghost” often better understands how to share the company message with the marketplace. They can take an external view and see things from a client perspective – often much more effective than an “employees” view.

  3. I’ve never labelled myself as a ‘ghost’ (whoooo!), but I do write blog posts on behalf of clients. I see it as just another communications channel.

    I do, however, feel less comfortable tweeting on behalf of clients (so far, I have chosen to train them on how to do it themselves). That’s because Twitter is much more about relationship building, not just broadcasting. Although I recognise that many celebs and corporates outsource their Twitter content, I don’t see how I can easily maintain a network and interact with people on behalf of someone else.

  4. I certainly don’t think it’s a bad thing for a blog, especially if it’s a business blog.

    As Matt says as long as it is well written and relevant it doesn’t matter who writes it does it?

  5. I don’t see a problem with it personally.

  6. Hi Nikki

    I’ve got absolutely no problem with ghost blogging.

    But, unless you’re dealing with a big-name client who perhaps needs someone to put the words into their mouth, I’d always recommend a guest post format instead.

    With guest blogging everyone’s a winner.

    First of all, the blog writer gets a link to their own website from their bio and does, at least, gets some recognition for their work.

    The client also has nothing to worry about, as readers care far more about the quality of the content than who’s written it.

    If anything they gain.

    First, they look good for having different guest contributors to their blog. Secondly, if search engines go the way people think they’re going, the client will get also SEO benefits from the ranking authority of the contributing author.

    BTW Just noticed the publish date on this Nikki. Cool – an evergreen blog post!
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