Content MarketingSocial Media & Influencer Marketing

Ghost Blogging: The Antithesis of Everything Social? Really?

Wow, this is quite a statement from Avinash on ghost blogging:

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 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 insufficient budgets, shortage of skills, and inadequate tools that drive marketing departments’ failure.

What if your company doesn’t have the budget, skills, or tools to blog? However, your company desires to publish a knowledge base and share incredible customer stories online. They could do this inexpensively with ghost bloggers – who understand how to write effectively and utilize keywords effectively and have the tools they need to monitor the client’s success. Ghost bloggers 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 reworded their email into a compelling blog post and asked their permission to post it under their name. Each time, the person readily agreed and thanked me for doing the post.

I didn’t share that I wrote the post… I just asked the question. The response was sincere and authentic, and we shared valuable information with our audience. In other words, we ghost-blogged and provided value to the reader. Is that the antithesis of social? I think not! Though I greatly respect 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 speeches? Do we boo him and tell him he’s the antithesis of everything public speaking has to offer? No! We recognize that, as the leader of the free world, he has resources that help him generate speeches written with his voice in mind.

If you don’t have time to write but want to get the word out about your products or services… and you wish to be sincere and authentic, ghost blogging can be a great strategy. I’m not talking about going and buying articles online for five 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. Tell them the truth if you’re challenged about who’s writing your blog! Your ghost blogger will love you for it.

PS: I write all my blog posts.

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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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