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ghost bloggingYes, it must be a done–a ghost blogging post on Halloween! As a writer who makes the majority of her income from writing blogs for others, how could I not?

If you are a writer, you may quickly forget that non-writers hate writing. They don’t understand how anyone can enjoy it. I’m guilty of forgetting this–and also that it is not likely a random average person can write something interesting, that you would want to share with friends, or that you would even want to finish reading. Businesses, organizations, and personalities may have staff that enjoy writing–but their time may be better spent doing other job duties. This is when an apparition appears:

The ghost blogger!

Ghost blogging is controversial. If you are looking to start or grow your ghost blogging work, you need to be familiar with the ethical arguments and ways to respond/resolve them. Then, discuss these issues with prospects and clients. Here are a few ways to show a business how they can benefit from your blog contributions:

  1. Content control. When you write for magazines, you need to become familiar with each market so that you don’t query a topic that has already been published. If you are a company’s go-to blogger, you are aware what came before (and can easily search too). Depending on what pages get traffic and how the company wants to be identified, you can develop specific topics as part of a content strategy.
  2. Content consistency. In addition to topic development, you will be able to preserve the blog’s voice. Are posts intended to be strictly authoritative, inviting, encouraging? If you want to show a business how a voice can change the tone of a post – take a piece of their existing content and revise 3-4 lines in various tones.
  3. Content. Period. Many people who want a blog—but who have never blogged before—will tell you how excited they got about starting. (Just like the masses at the end of December who claim they will get up at 6AM daily to work out with the start of the New Year.) They most likely have a blog now with only a single post that’s at least six months old. (And their gym membership is still being debited from their account.) If a business can afford 30 blogs per month, great. If they can afford 4, great. At least they have something new appearing on their site. Of course—make it valuable and resourceful. A bag of stale Oreos is a bag of stale Oreos. Even if they are orange ones.

Happy Halloween!