Investment and wealth managers have great skills. But writing isn’t necessarily one of them. So what’s a financial professional to do now that blogging is an important part of marketing?
Some companies hire ghostwriters to write their blog posts for them. Ghostblogging can encompass everything from coming up with the ideas, doing the research, writing, formatting posts, and even responding to comments in the voice of the company. Or it can involve a much bigger contribution from the client whose name goes on the post.
Critics say that hiring a ghostblogger is bad. In “The Ghost Speaks,” writer Michael Janofsky quotes communications consultant Shel Holtz, “I’m a huge fan of transparency. My advice to executives is: If you don’t take the time to write yourself, find another channel of communication.”
What do YOU think? Please answer the poll that will run in the right-hand column of this blog until I replace it with next month’s poll. I’ll report on the results in my May e-newsletter.
Sign up for the next session of “How to Write Blog Posts People Will Read: A Five-Week Teleclass for Financial Advisors” starting April 22 or join the mailing list for my free monthly newsletter.
Copyright 2010 by Susan B. Weiner All rights reserved