I’m fond of thinking of ghost blogging as an art, but, truth be told, there’s quite a bit of science to it as well. Part of the science has to do with targeting an audience. By that I mean your blog can’t be all things to all people, any more than your business can be all things to everybody. The blog must be targeted towards the specific type of customers you want and who will want to do business with you. Everything about your blog should be tailor-made for that customer – the words you use, how technical you get, how sophisticated your approach, the title of each blog entry – all of it.
Science comes into play in another sense as well. As your ghost blogger, I’ll be using, and repeating, “search terms” to help search engines such as Google, Yahoo, or MSN “notice” your blogs and move them higher and higher on their list. In other words, your blog becomes a marketing tool to achieve SEO, or search engine optimization.
Earlier, I wrote about blogs bringing you to “top of mind” status with customers. Well, in the same concert program booklet where I found the specialty license plate ad I was writing about, I saw a second advertisement. Very interesting, this one, called “Make Every Day A Great Performance”. Talk about targeting an audience – this ad is printed in a symphony concert program book, remember, and every word of that full-page ad had to do with performances and with music. The ad was’nt about music at all – it was promoting a retirement living facility! ” My compliments to the ad agency or whoever created that page! It was designed to appeal to the type of customer they knew would be seeing that ad.
Your company blog is definitely not an ad and should not sound like one. What it is, though, is an invitation to learn more about your field of expertise and about the kinds of products and services you have to offer. Everything about your blog needs to be targeted for your audience. And everything about my work as a ghost blogger, both the science and the art of it, must be targeted to Say It For You – to the right people!