Why You Need a Ghostwriter
By David J Dunworth
It’s all about Quality Content after all, isn’t it? If your company has a blog, you need a ghostwriter. It makes sense, after all, especially if you are the only one that is responsible for content creation. Quality content is not as easy as writing an email, there is much more involved. Especially if you are short on time, under pressure with the day-to-day, but still feel compelled to produce quality content for your inbound marketing program. A ghostwriter is the ticket to advance your business while you focus on your wheelhouse activities.
Compelling quality content is about telling your story. After all, that is how humans have learned for thousands of years, even before the use of language was common . Pictographs told the history of events for the cave man, and ancient civilizations had their own version of the written word. The native peoples of north, central and south America all used story telling to teach, transfer knowledge of ancestors beliefs, values and traditions. Your company story is important, and should be told in such a way to allow for the public to learn your value systems, beliefs and philosophies about the business you’re in. The written word is the way to transfer that knowledge; through eBooks, blog posts, articles, case studies, white papers and special reports.
If your budget is such that you can afford to enhance your in-house efforts producing quality content with an outside contract provider, a ghostwriter may be the solution. There are a few considerations to be mindful of, particularly the following:
Writing style. Does the potential provider use prose in such a way that is conversational? Unless it is a technology piece, most readers want to be able to picture what is being explained.
Can the ghostwriter provide quality content without having to perform multiple revisions? Doing so uses valuable time that may not be available.
Can deadlines be met with little hand holding? A good ghostwriter performs independently and gets the work done ahead of schedule, saving you time and effort having to track down the work.
Does the ghostwriter produce quality content at an affordable price? The time value relationship is also impacted by financial results as well. Does the finished work produced provide value to the organization, benefiting the marketing effort?
Copywriters, ghostwriters and content providers charge for their talent in similar ways to any other artist, collaborator or consultant. The rule is typically, “You get what you pay for.” By that I mean, if you want true quality at reasonable prices, you may have to perform trial and error efforts until you find the right contractor or marketing agency that meets your requirements of quality, timeliness and price. I am a believer that You get what you pay for, but you don’t get what you don’t pay for. It has been my experience that a quality copywriter earns between 10 cents to 75 cents per word, dependent upon the level of research, quotes required and production time. Blog posts and articles may only require the minimum while eBooks, reports and white papers may require much more. Anything less than the minimum is more than likely sub-standard or inexperienced workers trying to make money without proper training. There are word mills out there boasting of thousands of writers available for fractions of a cent per word, but remember, you get what you pay for. Of course, like anything else, there are exceptions.
Look for ghostwriters that offer packages, or special pricing for new clientele. Typically, a good writer will offer a complimentary article as a teaser to showcase their product. You may have to try a few before you settle on one you like, but not doing so is leaving the work to chance. They provide a great support vehicle if you get stuck for content, or they may just become the go-to person for your quality content needs.
Good and Happy Marketing!
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