Several months ago I published a piece on corporate blogging. Since the
article first appeared, I have had many requests to become a ghost
What is a ghost blogger? It is a ghost writer for corporate blogging Web
sites. But why is there a market for ghost bloggers?
Here is the trend. Blogs have been growing in number exponentially and
connecting more and more people who, in turn, are creating a huge
Internet social network. This network carries a surprising amount of
influence and has been known to greatly impact the popularity of
products, individuals, services, etc. At some point, marketing
professionals realized they needed to tap into this growing phenomenon.
A typical scenario would then follow this pattern… A savvy marketing
department sees the opportunity presented in blogging. They immediately
create a Web site capable of hosting blogs, and begin blogging about
their company. It is a huge hit for several months. Upper-level
management, mid-management, and employees begin blogging like crazy. The
writing is very passionate and the free publicity heats up sales.
But just like any new fad, interest wanes and less people blog until the
blogging becomes almost nonexistent. Now marketing is left scratching
their heads because they have a built an infrastructure and spent a good
deal of money and now they are in desperate need of content. This is
where I introduce to you the ghost blogger and the ghost blogger service
— passionate writing and informed content for hire.
The ghost blogger headhunter may get involved or a specific ghost blogger
will get hired at this point. The writer’s job will be to post eight to
12 blogs per week on the company’s corporate Web site. These writers can
get paid $1,000 to $5,000 a month, depending on the traffic they
For example, if a blogger is paid a base of $2,400 per month, she could
receive an additional amount of money based on the amount of traffic she
brings to the site. If the average traffic is 100,000 page views, she
could get a bonus if it goes up to 110,000, 120,000, 150,000 or 200,000
page views and so on. The more buzz produced, the more money earned.
Does it work? It certainly can!
The important fact to remember in this equation is that the person or
persons who are chosen to blog for your company can make or break your
Web site and marketing strategy. If the chosen person cannot write with
passion about the issues integral to your company’s success, your
promotional efforts will fail miserably. (In fact, it is possible that a
ghost blogger service will attempt to entice your company to hire their
writers by promising to only match your company with a writer who shares
your company’s same interests and passions.)
However, if you find the right person, the money you spend will be well
worth it. The writer(s) you hire should partake in weekly conference
calls with your marketing department to make certain they are writing
about the most important current events that deal with your company.
Blogging is a valuable tool, both for the marketing industry and for
consumers who wish to be informed. We live in the information age and
people fully expect to learn everything they want to know from someone
willing to write about it on the Web. Take advantage of this. Blog, hire
bloggers, and read blogs written on subjects that interest you.
And remember, the next time you read a blog on a corporate site, you just
might just be reading a blog from Steven S. Warren, your friendly ghost