How to Hire Good Help for Your Blog (Without Being a Fraud)

When Andy Wibbels told his readers that “Ghost Blogging is Fraud,” I’m sure more than a few ghost writers got their underwear in a knot. I don’t purport myself to be a ghost writer, but as a copywriter and marketing strategist, I admit I initially bristled when I read the title.

Within the post and subsequent comments, a line is clearly drawn between two schools of thought. Blogging can be outsourced credibly or it can’t. I disagree with what Andy admits is a “purist” point of view. But a closer look at what it takes to push the content machine forward for a business trying to create profile online, reveals a dynamic less polarized than Andy’s post would have us to believe.

In fact, I think Andy and I are in agreement about some very fundamental things, including the importance of publishing content that is both authentic and credible.

But look: perception is reality. Whether you like that about marketing or you don’t, it’s a de facto truth of doing business on the Internet. So who’s to say what’s “real” and what isn’t when a business owner publishes something on his blog? It seems this topic is more nuanced than the current discussion is conveying.

My take?

You Don’t Need a Ghost Blogger. You Need a Blogging Partner.

The following video response to Andy’s post turned into a tutorial of sorts, explaining how I, as a web copywriter and marketing strategist, attack my clients’ desire to blog with a purpose and for results. You might be surprised at the skill set that is required, and it has very little to do with ghost writing at all.

What do you think?

Does a solid blogging strategy require the skills of a ghost writer? Or is the need more complex than that?