Time to Hire a Professional for Your Business Blogging?

Bringing in COOs and CFOs from the outside to steer the ship? How can they possibly help run a business with no former hands-on experience in that industry? In Financial Planning Magazine, Charles Paikert explains why many financial planning firms are discovering it’s time for them to hire a “professional”.

“We were entrepreneurs,” one CEO told Paikert in the interview. “We were producers, rainmakers, and managers, but we did not have a great deal of experience when it came to leadership.”

Generally, entrepreneurs don’t have a great deal of experience when it comes to writing blog posts.  In fact, as Honkiat.com points out,”Unless you’re a writer by profession, having to write every day is unrealistic. You have a business to run.” John Jantsch of ducttapemarketing agrees: “Outsourcing content creation is an essential tactic, especially for small businesses.”
http://www.hongkiat.com/blog/

Many things have changed in the seven years since I created Say It For You to provide concierge blog content writing, but the reality for business of having businesses or practices to run hasn’t changed a bit.

“Let's face it” observes John Jantsch in the book "Duct Tape Marketing", "as a small business owner, you are really in the business of marketing.”  And, he continues, “there’s no longer any dispute about the importance of content creation for attracting new customers and for retaining regulars. Content gets the business noticed online and helps it stand out from the competition.”

The problem, of course, lies in the implementation. Can bringing in professional writers “from the outside” to steer the blog help?  How can they possibly help tell the story with no former hands-on experience in the industry?

In an interview for the New York Times, blockbuster mystery novelist James Patterson offered a very matter-of-fact explanation for his own use of ghostwriters, explaining that he is more proficient at creating the story line than at executing it. He remained the rainmaker, outsourcing the content execution.

Since so many professionals and business owners lack the time or the inclination to compose blogs, that's where a professional ghost blogger handles the job.  Whether it’s financial planning or mystery writing, there’s no mystery about it, only improved online marketing.