We all want to be perceived as good communicators. We all want to impress our clients, customers, prospects, and fans with good words. The reason copywriters have jobs is that the average marketer or business owner either lacks the time or the skill to properly articulate their brand messages in their blogs. Most farm out the work to a copywriter then take credit for the work themselves.
While there is nothing wrong with this practice (it’s called ghostwriting, and it’s as old as literature itself), I think there are plenty of good reasons to give credit where credit is due, too. In some instances, it’s smart to have a ghostwriter. In others, though, not so much. How does one tell the difference? It all boils down to a few details.
To Tell or Not to Tell?
First off, how much do you interact with your audience? If the only point of contact they have with you is through your blog, having a ghostwriter is fine. If, however, you deal with people personally every day and communicate through copy via more than one avenue (blogging, email, social media, etc.), it might not be a bad idea to consider introducing your “guest bloggers” to your audience.
Secondly, people do notice incongruities in the way you deliver your message. Even if the copy you produce (or purchase) goes largely unread, it is usually easy to spot similarities and differences. Different bloggers, in particular, have different voices, formatting preferences, and delivery styles.
While it is a good idea to experiment with different approaches with your blog, there can still be a glaring lack of uniformity in how the copy looks to the reader. If you have multiple contributing writers, you should be insisting on a specific format or blogging style that they all use, but even that won’t get past an attentive reader.
Think also about the fact that the more people lean toward doing business with you, the more attentive they become to what you have to say. In short, they go from skimming your blog to reading it. Different web content writers will always – ALWAYS – present your brand message from slightly different angles.
When you consider all the reasons why trying to pass off multiple voices as your own is a bad idea, a very simple solution to the problem becomes clear: just credit your copywriters. It can be a very powerful and effective strategy for marketing your content.
Guest Blogging and Shareability
Fresh, unique content is the heartbeat of successful social media marketing campaigns. When you present work from multiple writers to your audience, several positive things happen.
First, people get hooked in. Changing it up on your blog and offering a variety of perspectives is what social media engagement is all about. Different writers will appeal to different segments of your audience. As preferences emerge, you can order more work from the writers who connect best with the most people.
Next, more people join the conversation. When you link to your blog from social media, commentary and conversation regarding the subject of the blog (and people’s impressions of it) should be encouraged.
Finally, people share the content. You will find there will be followers who always comment or share a specific blogger’s work, while others will just share anything you post because you “always post good stuff.” As your content gets shared, it finds its own voice – your brand voice – and that voice can have many tones, moods, and perspectives and remain cohesive at the same time.
Don’t feel like you are responsible for delivering the message yourself. You can have all the help you need and credit your writers for their work without losing the slightest bit of face with your audience. People appreciate honesty and integrity and are far more apt to become loyal customers or clients to businesses they think they can trust.
Keeping It Real
Next, let’s talk about transparency and why it’s a good thing. I want to direct these comments specifically to those whose businesses cater to the most recent generation or so – the predominant millennial crowd.
Keep in mind as you develop content for this audience that many of your readers never knew a world without the internet. Everything has always been searchable for them. They think more critically and give up their dollars less easily. They don’t like forming alliances with businesses or brands they don’t feel know them.
The best way to develop a good bond with a younger audience is by being 100% transparent in your messaging and its delivery. Maybe one of your copywriters has some good ideas that you never thought of (or can bring a fresh perspective to an older concept or idea). When you discover one of these gems, credit the person who came up with it. Don’t steal it; don’t put your name on the article just because you can. Give both credit and praise to your writer. Thank that person directly for his or her awesome insights.
In the eyes of a younger audience, doing this makes you a thought leader. You read the right stuff, you find some killer content to share, and you know the right people. Most of all, you aren’t afraid to share the spotlight once in a while. You have figured out how to use all those different voices to form a cohesive, relevant message. It’s something some companies – even major corporations – cannot do and never get right if they try.
Give Credit Where It’s Due
So, here’s your final takeaway: There’s nothing wrong with having a ghostwriter. Present your voice any way you feel works best for your business. The point of this particular conversation was to get you to consider this somewhat unique way to approach your audience and show you some of the benefits of giving it a try.
On a slightly more personal note, crediting your writers benefits them tremendously. There are plenty of great writers out there who never get the “street cred” they deserve because all they do is ghostwrite. If you appreciate your writers and the work they do, put them in the spotlight. It makes it easier for them to find work and shows that you appreciate the help you get keeping your company’s content game strong.