In a recent post, I listed the reasons why I love ghostwriting. Primarily, it centered on ghostwriting industry articles. An apparent controversy in the blogging world is the existence of ghost blogging – using a ghostwriter to create blog posts.

I admit it. I am a ghostblogger. Convict me if you will, but I just don’t get the different standard placed on blogging versus “traditional” media. The blogging purists argue that it’s cheating or even unethical as blogging is supposed to be your own voice and a way to create relationships. I get that and support those ideas. But, allow me to provide a different perspective.

Deception or Strategic Marketing?

Have you met someone who is a great orator or is motivating in person, but struggles with creating the same dynamic on paper (or screen)? I have. In fact, most of the ghostwriting or ghost blogging I do is for that type of person. Few of my ghostwriting assignments are generated strictly because the executive is too busy.

Is ghost blogging for those individuals deception or a strategic marketing move? They recognize that social media is not a temporary fad and they want to use the medium to share their passion.

I have one client who is one of the most dynamic, passionate people I know when it comes to his business. My challenge (and the part I love best about ghostwriting) is using his words, his ideas and providing a vehicle to share that passion. Is it wrong to figure out a way to make that happen? I truly believe his ideas make a difference. If I can help deliver them, I am happy to be a part of it.

To Thine Own Self Be True

That being said, I do think there are elements of ghost blogging that assist in staying true to the message and the person. Here are a few methods I use.

1. Live Interview – I never write a blog post without a live interview with my client. The purpose is more than just discussing a topic. It is during the interview where I capture their words, the way they phrase something, that makes the difference in staying true to the spirit of their words. Another helpful tool for me is using an audio presentation. Many executives have audio interviews or video of a live presentation. They provide great insight into their style of speech.
2. Voice Check – After I complete the post, I ask my clients to read through it to see if they would say something a different way. Does any part of it just not feel right? Did I miss the mark in explaining something? Typically, we have another live discussion to review those items.
3. Direct Comments – I do not ghostblog comments. To me, comments are like conversations at a networking event. Effective executives and businesspersons have no problem responding to a comment or question presented to them at one of these events. Most are comfortable responding to comments on their own. If asked to do it, I would decline and advise why I think it is important for them to respond directly to comments.

I think it is possible to ghostblog in a way that remains true to the individual. I view it as using my skills and their words to deliver a message they are passionate about. I would love to hear your views.