Why it pays to engage a ghost writer

As an expert in your field, you may find it frustrating that you don't have time to write posts like this, and to share your opinion on a trending topic. Lacking the time to put pen to paper, let alone words to an online blog, may mean you are missing a valuable opportunity to promote yourself as a thought leader in your field. It's worth considering a 'ghost writer' to assist you in this area and here's why:

Although mostly anyone can write, writing well is a different story. Writing compelling content that is thoroughly researched and targeted to a specific audience is a specialised skill. To really pull it off, a ghost writer should ideally have marketing and/or public relations knowledge.

Simply providing industry information and at least 3 key points you wish to communicate, should be ample for a skilled writer to create compelling prose which you will be proud to put your name to. After all, the ideas and themes that appear in the piece, are entirely yours.

Outsourcing content makes sense financially when you consider the costs of hiring someone on a full or part-time basis. Many organisations have the talent internally to create blogs, articles and other types of content, but competing tasks mean they run out of time to create content regularly.

Outsourced writers can hit the ground running once provided with the information they need. You can add to the ‘speediness’ of the process by providing your ghost writer a variety of resources such as access to your content management system, social media accounts, and/or your social media scheduler.

It’s not easy to produce well researched and timely posts on a daily basis.  However, writing a daily article on LinkedIn, can also double as a blog post on your website. Updating content on your website is vitally important for search engines and readers. Search engines favour content that is fresh, relevant and up-to-date.

Google’s automatic algorithms rank your site via hundreds of indicators trying to determine whether your website is valuable or not. Key indicators include fresh content, age of the domain, back links and traffic to your site.

SEO copywriting focuses on power words, interlinking posts, and using anchor text to improve your rankings on Google.

However writing SEO content is also about engaging readers, building authority, and at the end of the day, obtaining leads for sales of your products and services. It is not about stuffing a blog post full of keywords.

The length of content does matter. Longer content actually ranks better in search according to recent studies. Longer posts (1,500 words +) also enable you to provide more value for readers, which helps you establish authority and expertise.

While longer blog posts and articles generally outperform shorter ones, longer paragraphs do not. Large blocks of text are harder to read and are best avoided. Ideally, paragraphs need to be short (2-4 sentences).

Engaging a talented ghost writer may well be the key ingredient to your success in building your profile and brand. Ipso Facto specialises in writers who spend time on research and create quality content; allowing you the time to focus on other aspects of your business.  Feel free to contact me to learn more about Ipso Facto's content and blogging services.  We especially pride ourselves on our work for Australian companies and building business for start-ups and SMEs.