Can Ghost Written Content Be Authentic?
"Ghostwriting is unauthentic and doesn’t work. You should write all of your LinkedIn content yourself!"
I kinda disagree. Would it be more authentic for everyone to always write their own posts all the time? Maybe. But it’s a trade-off.
Here’s how I see it:
There is no right and wrong answer to whether or not you should outsource your content writing.
As for myself: This copy here has been written by one of our copywriters, Saurabh or Sven. And then I reviewed it and made some little changes to it, like adding this sentence you’re reading right now for example.
I'm using the exact same process for my video content as all of our customers at Project 33.
There are 2 reasons why:
1️⃣ Ghostwriting saves time.
Ask yourself the following 3 questions:
1. Is it valuable for me to post on LinkedIn?
2. Do I have higher priority tasks in my business?
3. Do I have tasks that I am naturally more talented at?
If you can answer those 3 questions with yes, it makes sense to outsource your content writing.
I only spend 5 minutes per copy using our process instead of 30 or 60.
2️⃣ Ghostwriting CAN be authentic.
The copies that Saurabh and Sven write for me are pretty close to how I actually talk.
It's because of the way HOW we ideate content.
We don't guess or brainstorm about what creative little piece of text could go along with a video.
Instead, we transcribe the video word-for-word and then base the copy on this transcript.
To follow best practices, we might
- rephrase it
- add a sentence or two
- cut out repetitive words
But we use the exact words of the person in the video to match the tone of voice.
Then our clients and I can still make some edits and suggestions like changing a couple of words.
➡️Writing all our content yourself might be the most authentic way. But if you figure out how, you can have someone writing your content and sound like you.
This way, you save time and bandwidth to focus on your talents and priorities.
Obviously, I am biased here.