When I write blog posts for businesses, I am usually a ghost writer. I keep myself hidden and I write as the business. I refer to we and us and I use the name of the business. I just see myself as the facilitator of the business owner’s vision, flair and commitment to delivering great service. My role is just to give shape to their ideas.
But recently, I was asked to write a series of blog posts as myself. It’s for a marketing programme called How Great Marketing Works, and the creator of the programme felt that the blog posts would have the ring of truth if I went through the programme and reported on my experience. The programme involves a small fee, but I am doing a free version, in the hope that my words will persuade others of the value of the programme.
Step By Step
The programme is a bite-sized marketing programme, which means that all the information is broken down into easily digestible chunks. I take a similarly step-by-step approach with the blog posts, showing people how doing each module of the programme will improve the business.
I outline the problem the module helps people to solve, and the lessons people can learn. I finish by telling them how the module will benefit their business. As I’m doing the module at the same time as I write the blog posts, I’ve experienced the benefits myself, so I believe I’m giving people accurate information about how well the modules work.
Doing My Homework
Each module comes with a video, so I gather information for the posts by watching the videos and typing notes based on what I hear. If I need to go back over anything, the scripts of the videos are also included. Each module comes with a worksheet, and I complete those worksheets, so that I can tell people what each worksheet helps them to achieve.
Length of Posts
There’s a school of thought that longer blog posts are actually better, because they give search engines like Google more information to work with. In general, they give more in-depth information to readers and give you a chance to show off your expertise.
For this project, I’ve been asked to write posts of 800-1,000 words in length., about the size of a feature article in a newspaper. To prevent readers from getting bored, I use short paragraphs and short sentences, so people will have reached the end before they know it.
I can honestly say that this blogging project will be a learning experience for me. I help people communicate through words, but selling yourself is about a lot more than that. Us artistic types can be pretty crap at selling ourselves, so it will be handy to gain nuggets of marketing knowledge while I write.
Also, Finola Howard, who originated the programme, is brilliant at social media, and is on top of all the latest trends. Working with her will beef up my own social media knowledge.
When you’re writing blog posts for other people, do you ghost write them or do you write them as yourself?