Content marketing: Telling Meaningful Stories

Having a ghostwriter doesn’t necessarily make stories inauthentic 

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Some of us can can write and some of us can write in a way that people actually want to read.

Most everyone is an expert at something. And some of us are the thought-after experts in topics of wide interest. 

Sometimes we call those topic areas with viable audiences, which is an audience that can help us make a living in that particular area.

The thing is that being an expert doesn’t necessarily equal being a good storyteller. And to connect to target audiences (aka interested communities) we need to share good stories that are relevant and easily understood by our readers.

Sometimes that means that we need a ghostwriter. Somebody who can help the experts translate expert-speak into consumer-speak (aka people-speak).

Usually expert-speak can be quite complicated. Think doctors speaking to each other. Experts use words the rest of us didn’t even know existed. Don’t ask us to spell them! Ha.

Ghostwriters – aka content marketing journalists – can help the experts share their stories and expertise in the most consumable way.

This process does not impact the expert’s authenticity – as long as the writer captures their voice and story in an authentic way.

You might be surprised, but this is an opinion I get challenged on quite frequently. It’s right behind my sometimes unpopular opinion that scheduling social and blog posts also doesn’t hurt authenticity. These are just tools to share our stories, to make the stories the best that they can be. There’s nothing wrong with that and some of these techniques help our stories be actually consumable.

Scheduling posts at better times and having somebody help with the writing can actually make our stories better.

Do I use a ghostwriter right this second? No. Would I consider it? Yes. I do enjoy the process of blogging quite a bit actually, so it would likely be hard to turn that over to a ghostwriter.

But, I would consider doing it and it would not hurt my authenticity at all. It would still be in my voice and who knows it might make my story delivery a lot better. Ha.

Of course, ghostwriters do cost something and perhaps that’s the reason some of you question the authenticity of the stories. Maybe. We wouldn’t want to exchange money. Make the ask, storytellers. Don’t get shortchanged. 

Either way, having a ghostwriter who helps us share our useful and truly authentic stories in the best way possible is OK.

Our audiences might even thank us for better and more concise story delivery.

Now, if the ghostwriter isn’t very good, spins a marketing message versus an authentic story, that could be a problem. But that’s not the fault of this process. That’s an issue with an individual writer’s skill set.

Hire the best authentic storytellers to help you tell your best stories. Sometimes, it’s a do-it-yourself project.


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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