A lot of people ask me how,
as a copywriter, I can blog FOR them. I avoided answering
this for a long time. I honestly wasn’t sure.
What I’ve learned is,
you can’t blog for someone else. Blogging is a highly
personal and subjective thing. If a person has zero writing
ability and zero inclination to blog, then they shouldn’t
blog, period. In that case, I wouldn’t even suggest
having a copywriter help you out with blogging.
I say this because blogging
is one of those activities you have to commit to and be present
for. Having someone else blog your every word is… well,
dishonest. But a copywriter can help you create supplementary
content in the form of articles, news releases and promotions
on your blog. She can help you keep the marketing mill operating
at all hours. She can troubleshoot problems like why aren’t
more people subscribing to your mailings? (Answer: maybe we
need to add a sign-up form and call to action to every blog
post.)
But your copywriter can’t
become the head of your company and have relationships with
customers for you. As a blogger, you must be willing to come
out into the open and really talk to people on your blog.
It’s a team effort, and you are the orchestrator.
If you’re of above-average
intelligence… chances are, you can write. If you know
you’re ready to build your brand presence, but you’re
not sure what that brand IS yet… blogging for business
can help you slowly bring it out.
When it’s time to launch
a platform for your ideas… and you’re ready to
build a living network of customers and colleagues on the
web… an active blog that’s brimming with fresh
content is the way to go. A copywriter can work together with
you to hone your brand identity, and serve as a kind of back-seat
driver for your blog.
I say back-seat driver because
realistically, no successful person has the time required
to fully tend to a blog in a way that makes it thrive and
grow. Three blog posts per week feel like a lot, when you’re
a busy and successful individual. But ideally, for the big
traffic, you should be posting on your blog every day.
