I recently read a blog post by a copywriter who maintained that you can absolutely, positively not write someone else’s blog for them.
Writing a blog for a client requires me to:
- deeply understand their content, company, industry, audience
- hear their voice, personality, tone
- grasp their mission, goals, desired outcomes
- write a message that conveys all of the above
These four tasks are the cornerstones of my business as a copywriter and a marketer. When I write a website, brochure, direct mail piece, a feature article, a press release, I must be able to master these tasks. A blog is no different, and in fact, it’s easier. With an ongoing blog, I am able to immerse myself in my client’s industry and company so completely – writing one article or website does not afford me that luxury.
As a marketer, writing a blog for a client allows me to design, steer, test, tweak and grow with a marketing strategy. If anything, it strengthens the client/writer relationship as well as the ongoing and final outcomes.
My answer is a resounding YES. You can write someone else’s blog. Does it always work? No, of course not. But it can and it does…quite well.