How to Find a Quality Ghost Writer for Your Content Marketing

Public relations in the B2B industry continues to evolve with the ultimate goal of connecting companies with buyers on a more personal level. Communication through content is where many of these personal connections happen. It's easy to think conceptually about creating targeted content that reaches buyers in a direct way, but if it isn't written properly, your content-driven PR strategy can quickly fall apart.

Ultimately, you need writers who can generate content that captures the attention of your target market, aligns with your SEO strategy, and is relevant to your industry. Whether it's via text or visual marketing content, good writers will help your B2B company grow by communicating in the best way possible with your current and future customers.

The problem is that not everyone is a great writer. Your own writing skills may be limited, despite your knowledge of the steps for creating effective content. Writing cogently and in a compelling way-whether for a blog or a business proposal-is a skill that takes time and effort to develop. That's why finding a strong ghost writer is particularly important.

So how do you find an effective ghost writer to help generate the best copy for your company?

SEARCHING FOR CONTENT WRITERS IN YOUR COMPANY

Recent statistics show that B2B companies are increasingly turning to executives as a source for expertly written content. Executive expertise in a specific industry increases content credibility, and many executives are highly trained professionals who have developed clear writing skills over the course of their careers. Think seriously about this, particularly if your B2B staff members have more expertise than you do.

In addition, some of your employees may possess in-depth knowledge of a particular product or service that your company offers, which may allow them to contribute to content related to the product/service. Hold meetings with your staff to find out who is especially knowledgeable about given areas of company activity and talk to them about the possibility of contributing content.

In some cases, you may also want to create video content that introduces these employees to prospective buyers. This will let consumers know that your company is staffed with experts in the field, which may be one of the initial pieces of information a buyer is looking for when making an educated purchasing decision.

EXPERT WRITING IN BLOGS

Effective blogs have a consistently strong impact in terms of persuading buyers to take action. Well-written blogs also generate better search engine placement, especially on Google. In addition, focusing each blog post around a problem that your products solve sets up an immediate sense of trust with first-time visitors.

This kind of expert content often requires the review of many sets of eyes, which is why content generation is often a group effort. Having experienced executives take turns writing blogs keeps original and interesting content coming without overwhelming any particular employee with the task of consistently writing creative content. While using curated content from outside sources is a good way to boost your company's credibility and image of expertise, having your own expert staff author content initially helps to create authority and leadership.

BYLINED ARTICLES

You may be thinking that bylined articles written by staff members are a risky type of content because they are frequently based on opinion. However, as long as you set guidelines to keep these articles within the bounds of your industry, bylined pieces can demonstrate true expertise and add value to your content portfolio. In addition, allowing experts in your company to elaborate-somewhat subjectively-about the industry creates a more interesting read. When your employees write with a real story in mind, your content is given a personal touch to which buyers can relate.