Putting thought leadership into words
Executive blogs offer a fresh and powerful way for companies to open a two-way dialog with a range of stakeholders, from customers, prospects, and staff to investors, suppliers, and the analyst community.
Done well, they can attract attention, provoke replies and discussion, build your reputation, and bring in sales. Done badly, they can stand as monuments to the vanity or wrongheadedness of long-gone managers – ineradicable embarrassments that anyone can dig up years later with just a few seconds’ Google research. A blog is for ever. And that’s not always a good thing.
Starting an executive blog is something that can be done in a few hours. Keeping it going takes commitment, a certain amount of talent, and a continuous flow of ideas. At The Skills Connection, we always say that anyone can write the first three postings to get a blog started. But by the time you are writing posting Number 8, or 16, or 26, your stock of great thoughts about life and business may be running low. And remember, with a weekly blog, even 26 postings will only take you through half a year.
There are ways round this problem, though, and we know them. We also know how to control the pitch of a blog so that it talks to the audience you want, in the terms that audience wants to hear.
We’ve been CEOs, semi-retired gurus, and young entrepreneurs
Ghostwriting executive blogs means, to a degree, taking on the persona and some of the habits of thought and speech of the person whose name is at the top. So we have played the parts of a Spanish multimedia marketer, several US printing experts and a very senior French-speaking software engineer for one big global corporation. In the last 18 months, we’ve been CEOs and sales directors, semi-retired guru consultants and brash young IT entrepreneurs. We have worked with US, UK, German, French, Australian, and Israeli companies. The results all look very different, but our skills have been hugely appreciated.
Top executives simply don’t have the leisure to invest in crafting blogs. But if a single telephone interview can spawn eight or ten postings, that is a very good, distilled, productive use of their time. Nothing is published without full approval, but the number of amendments that people ask for is tiny. If the briefing is good and the conversation is candid enough, we can get on your wavelength and deliver your thoughts, crisply and emphatically, in a way that will feel entirely your own.
Putting thought leadership into words
Executive blogs offer a fresh and powerful way for companies to open a two-way dialog with a range of stakeholders, from customers, prospects, and staff to investors, suppliers, and the analyst community.
Done well, they can attract attention, provoke replies and discussion, build your reputation, and bring in sales. Done badly, they can stand as monuments to the vanity or wrongheadedness of long-gone managers – ineradicable embarrassments that anyone can dig up years later with just a few seconds’ Google research. A blog is for ever. And that’s not always a good thing.
Starting an executive blog is something that can be done in a few hours. Keeping it going takes commitment, a certain amount of talent, and a continuous flow of ideas. At The Skills Connection, we always say that anyone can write the first three postings to get a blog started. But by the time you are writing posting Number 8, or 16, or 26, your stock of great thoughts about life and business may be running low. And remember, with a weekly blog, even 26 postings will only take you through half a year.
There are ways round this problem, though, and we know them. We also know how to control the pitch of a blog so that it talks to the audience you want, in the terms that audience wants to hear.
We’ve been CEOs, semi-retired gurus, and young entrepreneurs
Ghostwriting executive blogs means, to a degree, taking on the persona and some of the habits of thought and speech of the person whose name is at the top. So we have played the parts of a Spanish multimedia marketer, several US printing experts and a very senior French-speaking software engineer for one big global corporation. In the last 18 months, we’ve been CEOs and sales directors, semi-retired guru consultants and brash young IT entrepreneurs. We have worked with US, UK, German, French, Australian, and Israeli companies. The results all look very different, but our skills have been hugely appreciated.
Top executives simply don’t have the leisure to invest in crafting blogs. But if a single telephone interview can spawn eight or ten postings, that is a very good, distilled, productive use of their time. Nothing is published without full approval, but the number of amendments that people ask for is tiny. If the briefing is good and the conversation is candid enough, we can get on your wavelength and deliver your thoughts, crisply and emphatically, in a way that will feel entirely your own.
