The Blogging Process

There are only a handful of steps between a blog idea and a published post. (Book Process? Bio Process?)

Typical interactions between client and ghostwriter follow.

Client provides idea.

a. We’ll start the process by coming up with three or four blog post ideas. For example, we might start with updating an old post, adding a couple new ones you’ve been thinking about, and one I’d like to consider.

b. We’ll then choose a specific day of the week by which you’ll have provided the post idea.

c. My clients are very busy people, so most of the time when I’m given a blog post idea it comes via a short text or email (“I just read a great article about thus-and-so, Joey. Here’s the link.”). Sometimes, it’s a bit more ("Joey, I’ve decided to expand my Hollywood Coaching business into the executive coaching industry, applying what I’ve learned about the film industry to the executive/HR industry. You might do a search on my website for other times I've done video or written about the HR industry”). Other times, we’ll come up with a series that will run over the course of a few months.

d. When interviews with a client are necessary, we’ll talk for 15 -20 minutes (phone or in person; though in-person is always the best, if possible). That one interview will often cover two posts or more. I’m just completing a 6-part
analysis of central Phoenix’s real estate market and it's based solely on a 1-hour presentation the client gave two months ago.

Ghostwriter writes post.

a. This is done directly into your website, typically through Wordpress, though sometimes not. The reason I don’t just write a post in say, an email, and send that to the client for review is because that would mean I'm composing an incomplete blog. An effective blogger needs to be a writer, marketing and social media expert, publisher, and reader. By posting directly into the site, the client can review the post as it actually will appear when made “live”, not just with words, but with links, keywords tagged, pictures in place, layout complete, etc. In this way, you can review the post exactly as it will appear, quickly and effectively.

b. My policy is to guarantee your post will be ready for your review by a certain day every week. If I were to ever be late on this review day, you’ll receive a $25 discount for every day I was late off the next month’s invoice.

a. You take as long as you like to review the post by simply logging into the blog page and making any slight tweaks desired and saving the update. A client may add a sentence or two, but usually it’s just a word here or there. 50% of the time, there are no modifications.

b. When everything looks good, the client give the ghostwriter the go-ahead to “post and repost”.

Client reviews post.

Google Docs spreadsheet updated.

Before we start, I will have prepared a Google Doc Spreadsheet, which will contain the name of the blog post, the link to the post, the week in which it will be posted, the actual date of the post, whether it was “teased” at all your social media locations, and any extra comments. On this chart, you will also find upcoming e-blasts for the year and proposed blog post ideas. After each post, I update the spreadsheet with the post/e-blast info for the day. 

Ghostwriter publishes post and teasers on social media outlets.

a. Your post will be live and teased at social media sites within 24 hours of your approval.

b. Why does the writer do the posting and re-posting when you have a social media staff to handle this job? Because the most effective way to get the ideas of the client into the words of a blog post is to handle it exactly as if the client were writing the blog post. If I were simply a blog writer that might be fine, but I’m ghostwriter, which means I am you. Introducing a third party muddies the water, so to speak, wasting valuable time and money and blurring the most cohesive blog post message (the message is not just the words, but everything that support those words as well). 

d. If the client were to write the blog posts, she would write it into the page, find/add appropriate pictures, tag it with keywords, link appropriately, then write teasers that best condense the post ideas, shorten the word length, and get the reader to want to read more from the source. For Facebook/Google+/LinkedIn the blogger knows she has the choice of photos to use with the teaser. Because the teaser is not simply pulling a few words out of the opening sentence, but adding a personal touch, it’s a waste of time to introduce a social media person who will have to read the whole article first, then decide what is the best way to present it, choose the best picture, etc.) and with Twitter there’s the classic 140-character limit.

e. An exceptional blogger knows what to write to do all those things most effectively. By eliminating a third party from the mix, you’ll spend less and be more effective in your marketing message. This kind of “package thinking” is one of the things that sets a ghostwriter apart from other blog writers.