When a business starts to develop a long-term content marketing plan, one of the things you’ll have to do is decide who is going to manage that plan. You have several options.

  1. You can hire someone to direct your in-house marketing efforts and write all of your content for you. This can be expensive as you’ll likely have to pay that person a salary and provide benefits, which include insurance coverage and vacation time.
  2. Another option is to hire an outside agency. While an agency can be a good fit for some companies, it’s not quite a good fit for all companies.
  3. Thirdly, you can hire a ghostwriter. It, too, has its problems and benefits.

The key here is to weigh your options. Even if you go with an outside agency or hire a marketing manager, you could still be relying on the writing expertise of ghostwriters. With an agency, you won’t have any control over that. With a marketing manager, if she is overloaded with tasks, a ghostwriter may be a necessity.

About Hiring Ghostwriters

One thing you need to know about ghostwriters is, they are not all created equal. That’s cliche to say, but it’s true.

You may be tempted to go with the lowest bidder, but you’ll need to examine why they are the lowest bidder. Is it because of lack of experience, less skill, or because the ghostwriter does not know how to price their services?

On the other hand, if you are tempted to go with the highest bidder because you perceive their prices reflect their skill and talent as a writer, think again. Not all ghostwriters charge a premium for their services. You can still get good content at a decent price without paying rock-bottom prices for low-level content or overpaying for mediocre content. You someone who knows how to write the content you need for your business. They should either be a specialist in your niche or have some experience writing content for your niche.

The most important thing, when hiring ghostwriters, is to ask questions. Here’s where to start:

  • Have you written about XXXX before (where XXXX is a topic within your niche)?
  • Do you have samples of your work? (be sure to take a look at them)
  • Do you charge by the word, by the hour, or by the project?
  • What is your turnaround time?
  • Do you use back up writers or do all of your own work?

It’s very important that you choose a writer you are compatible with. Don’t just go with the lowest bidder. If you see red flags, move on to the next professional.