The Ghostwritten Article: Content That Drives Engagement

content marketing ghostwritten article

Everybody knows they need content, but what does that really mean? Can you simply throw some words on your website and hope for the best? Sure you could. Of course, that’s not going to get you very far, and your hopes will soon wane when the search engines skip over your site in favor of competitors whose content offers more flavor.

The point of content in today’s world is to drive engagement. The days of getting consumers through your door simply because you have an online presence are long gone. Now, you have to deliver valuable content that plays multiple roles in the marketing spectrum. It needs to:

  • Give readers information they can actually use
  • Entice audiences to stick around to learn more
  • Invite consumers to offer up their information so you can build your contact lists
  • Speak to your brand
  • Be shareable on social channels

That’s a big job for a few words! It’s an even bigger job for business professionals who are already juggling a hundred other tasks that keep their companies running. Fortunately for you, you don’t have to go through this journey alone. This is where ghostwriters enter the picture.

What is a Ghostwritten Article?

Simply put, a ghostwritten article is a piece of content that’s written by someone else, which you post as your very own. Professional ghostwriters have a savvy way of sliding into different writing styles and brand personalities, depending on the needs of their clients. These are the people who diligently work to discover ways you can tell the world how awesome your business is.

Here’s the key: professional ghostwriters know how to convert ideas into engagement-driving content that checks all the boxes listed above.

When you purchase a ghostwritten article, you give the specs, and the writers do the rest. Naturally, you want ghostwritten articles to sound like you wrote them because, ultimately, it’s your name that’ll be attached to the piece when people read it online, so it’s important to find a few writers who really nail your narrative. Once you provide a sample or two and an outline of your idea, your designated wordsmith will get to work, creating content that’s meant to be seen!

How Do You Use a Ghostwritten Article?

This one’s simple—anywhere and everywhere! You’re paying for content that’s written specifically for your company. It will talk about the products you offer, the services you provide, and the people who make your business so awesome. It could also be non-salesy thought leadership content. Once you’ve purchased the piece, you own it, and you can do with it as you please. The more you tout your text, the more likely you are to engage your audience. If you’re trying to befriend the search engines, be sure to provide your writer with a couple key phrases (just don’t go rogue with your keywords, as Google frowns upon this!)

Ghostwritten articles may be fun, quirky pieces that are meant to make your audience laugh, or they can be stats-driven papers that provide industry insight that relates to a specific viewership. The product is really up to you. Once you’ve approved the piece, you can share it with the masses. Post it on your blog. Share it on social media channels. Submit it to websites that are authorities in your industry. Tell everybody why they need to know about you!

What Makes a Compelling Ghostwritten Article?

If you’re trying to increase engagement (hint: you should be!), the article itself isn’t going to do the job alone. You need to blast it to your social channels; share it on Facebook, Twitter, LinkedIn, and anywhere else your future customers may be seeking information.

Engagement doesn’t just happen once you’ve put the words out there, though. You need to actually interact with your audience. The ghostwritten content is simply building the foundation from which you can grow further. Thank people when they say something nice, but don’t run away from ridicule. There are plenty of trolls online, and you certainly don’t want to get into a Twitter fiasco over something arbitrary, but if you address negativity correctly, others will view your interactions positively.

In order to receive optimal ghostwritten articles, be sure to give your writers everything they need so you can succeed. Fill out your brief completely when you order content, provide a couple samples that display the voice you’re shooting for, and offer an outline. They’ll fill in the rest.

What to Expect from a Writer Who’s Developing a Ghostwritten Article

Expect a high-quality piece of word art you’re happy to put your name on. You may receive a few questions as the writer gets going; welcome those inquiries, as it’s a sign that your content partner is doing the best he or she can to deliver words that exceed your audience’s expectations.

If your writer does well with your ghost-written article, expect a long, flourishing relationship to begin, which brings your customers closer to your brand.

 

Are you ready to tell the world how amazing your business is? WriterAccess has thousands of article writers who are ready to get their ghostwriting on! Reach out to our Talent Management team when you’re ready to get started!

Kristin B is interested in anything that teaches her something new or gives her a different perspective on something she already knew. She’s a self-proclaimed Learn Nerd, which means the world is her educational oyster, and she’s always seeking opportunities to learn from life’s experiences and her clients’ assignments.


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