Looking for a new way to promote your organization and build credibility among your audiences? Perhaps you need to find a ghost. No, I’m not suggesting you tag along with Scooby-Doo and Shaggy to a creepy island (besides, we know that the caretaker did it). Instead, consider the marketing value of ghostwritten stories.
Trade magazines, association journals and print and online business publications have a hunger for well-written articles on subjects you and your organization’s experts know better than everyone else. Since you probably don’t have time to develop those articles on your own, bring in a ghostwriter (like me) to learn about the subject matter and create the articles for you.
Articles have value that extends beyond publication. Savvy organizations obtain reprints and send them to stakeholders. What’s more, an editor who publishes your article adds third-party credibility to your message and provides independent evidence of your expertise.