Haunted by your business blog? You know, the one you were going to write posts for two or three times a week, but which hasn’t been updated since — oh dear — Valentine’s Day?
Call me. I’m a ghost blogger.
I sit down with clients and figure out what they really want to get in return for the time they put in — or the money they spend — on a business blog. We start with these questions:
• Is the blog there simply to provide the fresh content required to move the site up in the search engine rankings?
• Is the blog’s purpose more complex? Is it a component of a vigorous, structured search engine optimization (SEO) plan, intended to get important keywords on the site for the search engines to find, and to generate links to and from other strong websites?
Either way, I can usually help. If the business has particular SEO issues (it’s a newcomer in a crowded, competitive field, for instance), I’m likely to recommend that the client work with a professional SEO analyst to make recommendations for keywords. This will focus the blogging effort and can also be applied to the rest of the client’s website.
Once we’ve established the blog’s objectives, I draw up a list of two dozen or more blog topics for the client’s approval, and write a sample blog post or two. (How do I find those topics? Aha! We’re into my secret ghost-blogger voodoo here.)
If the client’s happy with this preliminary work, we then decide if I will coach someone at the business to write the posts, or if they’d prefer to contract with me to write posts for them.
I’ve just completed Phase I of a ghost blogging project (topic list and sample posts) for a client and am hoping they’ll bring me on to write the actual posts. It’s a highly colorful business with dozens of juicy topics. I pride myself on being able to write about nearly anything, but it’s always nice if the subject matter meets you half way.