So a dentist walks in with a blogger . . .

May 20, 2011 § Leave a comment

You’re a professional who is so busy you really don’t have time to update your own website, social media, or keep fresh entries coming on your blog. You know that customers these days want to see steady activity online, that the Internet is the hot advertising arena, but you just don’t have the time or inclination to deal with that stuff. So you’re in the market to hire a blogger or ghostwriter of sorts.

For the sake of this example, let’s say you’re a dentist.

One thing that concerns you is making sure that you are represented well. You’ve spent a lot of time and money building up the reputation of your practice, and you’re not about to entrust it to some recently graduated English major who knows nothing about dentistry or its new procedures. So what do you do?

The best bet would be to go with a company that provides a host of content services, that way you know that the writers and designers employed there are used to delivering different styles and content for a variety of clients. Check out their work and make sure you’re satisfied. The writing should deliver thoughts clearly and effectively, with enough narrative spark to to keep online viewers from jumping ship to another page.

Don’t worry about being misrepresented. The staffs at many content providers are made up of professionals from different fields. They know better than to try to speak for you without first checking to make sure the information is accurate—in much the same manner that a journalist would pursue the truth for a story.

Most important: When choosing a content provider, make sure they KNOW Social Media because that is what you are really hiring. Not so much a ghostwriter, but someone who knows how to feed your ideas to the masses online—a Social Media expert who knows the demographics you are trying to reach and can use analytics to gauge their success. The online landscape is in constant flux, and it takes someone who is constantly involved with it to really know best how to communicate your message. Too many businesses still operate under the traditional advertising mindset that we’ve been living with for decades. It doesn’t work anymore.

Today’s customers grew up in an online world.  That’s where they forge relationships, be it with personal friends, politicians or companies. This is the new reality–and you either sink or swim in it.

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