Content MarketingSocial Media & Influencer Marketing

The Antithesis of Everything Social? Really?

Wow, this is quite a statement from Avinash on ghostblogging:

It’s always interesting when someone with as much authority as Mitch or Avinash throws out a rule like this. Not only do I disagree with Avinash, I know many, many companies who would disagree as well. Ghostblogging is not the antithesis of everything social… inauthenticity, dishonesty, and insincerity are the antithesis of everything social.

Companies have been driven to do so much more without the proper resources over the years. Accenture recently did a study that identified that insufficient budgets, shortage of skills, and inadequate tools are a driving force behind marketing departments failing.

What if your company doesn’t have the budget, doesn’t have the skills or doesn’t have the tools to blog? However, your company does have the desire to publish both a knowledge base and share incredible customer stories online. They could do this inexpensively with ghostbloggers – who understand how to write effectively, how to utilize keywords effectively, and have the tools they need to monitor the client’s success. Ghostbloggers may be able to do it better, faster, and with greater results.

I have some bloggers on Martech Zone that I’ve ghostblogged for… because they continued to tell me they lack the time. So, I emailed them a legitimate question that they had experience with. They wrote back a response with some resources online that might help. I then took their email, reworded it into an effective blog post and asked their permission to post it under their name. Each time the person has readily agreed and thanked me for doing the post.

I didn’t share that I actually wrote the post… I just asked the question. The response was sincere, authentic, and shared valuable information with our audience. In other words, we ghostblogged and provided value to the reader. Is that the antithesis of social? I think not! Though I have great respect for Avinash, he is not the keeper of all things social on the net. Make up your own mind. If it’s effective, do it. If it’s not, don’t.

I’ve said it over and over again… do you think Barack Obama, arguably one of the best orators of our time, is inauthentic because he doesn’t write his own speeches? Do we boo him and tell him he’s the antithesis of everything public speaking has to offer? No! We recognize that, as leader of the free world, he has resources that help him to generate speeches that are written with his voice in mind.

If you don’t have time to write but you want to get the word out on your products or services… and you wish to be sincere and authentic, ghostblogging can be a great strategy. I’m not talking about going and buying articles online for 5 bucks a pop. I’d much rather have a well-written blog post that provided the reader with the information they needed from the company they were researching… rather than some hastily, terribly-written blog post from a CEO without the time.

And of course, I’m not advocating dishonesty. If you’re challenged about who’s writing your blog, tell them the truth! Your ghostblogger will love you for it.

PS: All my blog posts were written by me.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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