Ghostwriting isn’t for ghosts: Treat yourself to these C-level blogging tips
Afraid of the scary time commitment involved in crafting thought-leadership blogs? Help yourself to this week’s treat: When you commission three blogs from TDA, you’ll get an additional blog for free. And to make things even less frightening, take a look at the tips below to see how easy the C-level ghostwriting process can be.
A blog from the C-suite means you can personally reach a much-larger yet targeted audience than would otherwise be possible. You can contribute thought leadership, share your vision, or tout a new initiative in your own distinctive voice and with the credibility that your position conveys. You can do a lot of good for your company.
Most executives know this, but they get rattled when the specter of time-consuming anxiety starts whispering, “Yoooou don’t have enough time for a blog. Not even clooooose.”
Banish this phantom. Many C-suite execs and IT leaders are turning to ghostwritten blogs to get their messages out, minus the time-consuming exercise of sitting at the keyboard and doing all of that scary wordsmithing.
If that sounds like a comforting idea, here are seven tips for ensuring your blog experience is fast, easy, and effective.
- Use an experienced, professional writer. You don’t want to go through a dozen hit-or-miss drafts with someone who has never ghostwritten technical blog posts. A professional writer with previous ghostwriting expertise can help you clearly express your ideas while quickly adopting your tone and style.
- Assign a contact person at your organization. If you are working with an outside writer or marketing agency, assign an in-house staff member to serve as a contact and manage project details. Your internal team member can help set the schedule and coordinate draft reviews while ensuring the time you spend on the process is minimal.
- Provide background materials. Have your designated staffer send the writer or agency background materials—a brochure, article, slide presentation, link to a web page, or other assets—about the subject of your blog. Even if the writer has a working knowledge of technical subjects, providing background material helps ensure he or she is up to speed on the latest details about your precise topic. You might also include a previous sample of your writing style.
- Share your point of view. Take 30 minutes or less at the beginning of the project to communicate what you want to get across in your blog. You could simply email your in-house staffer a short description of the audience you want to reach and three to five brief points you want to include. Or you could set up a half-hour call with the writer. A call will not only help you convey the right content, but also enable the ghostwriter to capture your voice in the blog, in a way that seems natural.
- Consider timing and channels. Communicate to the writer any product launches or events that could be used as springboards for the blog. Are there any actions you want readers to take, such as registering for an event or downloading a new product white paper? Also, which channels make sense for promoting the blog? The writer or agency can craft “teasers” to draw readers to your blog from websites, LinkedIn, Twitter, and Facebook.
- Set aside some time for reviews. Plan two rounds of reviews. Most of the changes you make will typically be to the first draft, which should arrive in a Word document set to capture revisions you make or comments you insert. By the second round, the draft should be in good enough shape that you won’t have to make more than a couple of minor changes.
- Relax. Nothing will be published without your approval, and you’ll have ample opportunity to check it in advance. You can send the proposed draft to any reviewers in your company you want, such as internal product development, communications, or legal team members.
Now that you’ve got these steps down, repeat the process periodically to create a series of blogs. The ability to deliver clear, crisp communications in your distinctive voice makes blogging a powerful tool in today’s cluttered marketing landscape. Using the services of a ghostwriter, you can produce blogs regularly and build a following without cutting into the time you need to do your job.
See? That’s not so intimidating, is it?
Ready to claim your four blogs for the price of three? Let the professionals at TDA Group help shine a light on your blogging potential. You can reach us here; we look forward to talking soon.