I was taken aback by a post in HubSpot about “ghostwriting” (the blogger’s words) and how no self-respecting business should ever hire a writer to write thought leadership content. It is his contention that business leaders should write their own content because a ghostwriter – again, his term – will know little or nothing about the industry or about a particular business’s key messaging.
My comment to him was that I cannot imagine how a business could hire a writer who a) has no credentials or knowledge in the business’s field and b) writes with no or little client input. Maybe that happens in cheap keyword stacking articles, but it sure as heck doesn’t happen with technology B2B content. Not that I have seen in many years as a writer and analyst.
I registered my opinion in comments and I don’t need to slam the poster publicly, so I will not link there. And to be fair to the poster there is absolutely nothing wrong with writing your own content, and he correctly stated that a good editor can help polish his pieces. But I maintain that a good writer can create excellent content given subject matter expert input and their own deep experience in the industry.
“Ghostwriters.” Hmph.