Despooking ghostwriting for small business

Ghostwriting for small business—what does it really mean? The term ghostwriting can be a bit confusing at times because the word itself is a bit misleading. As exciting as it would be to have a ghost writing all your content, that isn’t what is happening—well, at least not per se. 

What is ghostwriting? 

Simply put, a ghostwriter is an unnamed or uncredited author who writes content (sometimes referred to as copy) for another person or client. There are different types of ghostwriting, but the most commonly seen are ghostwritten autobiographies of key public figures or even celebrities. 

There are several reasons why someone might use a ghostwriter, but we are going to focus on how ghostwriting can help with your digital strategy by positioning you as an industry leader. 

They save you time—and money

As a small business owner,  your plate is full. You have customers to impress, partners to work with and vendors to manage. Sitting down to research, write and publish content is not always top of mind—do you really have time to do it all? 

Hubspot reported it can take an experienced marketer between 1-4 hours to write a typical blog post. If that is the standard time frame for someone who has perfected the craft, it’s safe to assume someone not well versed in content creation may spend most of their day—if not more—trying to produce a good piece of content. Ghostwriters are often the most cost-effective option. 

They understand content marketing

Much of the content you see online was probably written by a ghostwriter/copywriter. At Rooted Web, our team of marketing professionals and copywriters have written hundreds of websites and blog posts using the most current SEO strategies and proven storytelling tactics. But you may not find their names on any of it. Don’t worry, they aren’t offended. Rather, we are thrilled when our content helps our clients position themselves as industry leaders—because they are industry leaders. 

Our team spends time with each client to capture their tone of voice and goals and turn their unique content into something they are proud of. When writing for a client, our copywriters also research extensively so they can truly understand the ins and outs of the client’s industry. Every piece is composed with the client and audience in mind. 

They become an extension of you

We have established that ghostwriters aren’t real ghosts—sad, I know—but when you work with a ghostwriter, he or she will dig deep to get to know you and your company. You will begin to form a relationship and, the more they write for you, the more your brand voice becomes clear, consistent and will create a unified brand image. As each post is written, edited and approved, it gives the writer a clearer understanding of what you are looking for and in turn, helps them to shape your next piece of content.

Looking to improve your content marketing and SEO strategy? Contact us to see how we can help.

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Sarah Shanahan

More than five years of professional experience in public relations, advertising, and marketing, with particular emphasis on account management, content creations, media relations, internal communications, strategic communications, digital and social media strategy.
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