When it comes to measuring success in blogging, the numbers are (obviously) important. But judging excellence – especially regarding blogs written for a client – only by criteria such as readership or shares is a specious exercise: one only has to consider how many awful pop songs or trashy movies have been smash hits to appreciate this.
What really matters is that such blogs so thoroughly capture the ghostwritten author’s voice, that even those who know them intimately will believe that that person actually penned the pieces themselves.
Flow Communications’s client, American lawyer, author and diversity, equity and inclusion (DEI) expert, Nancy Geenen, describes herself thus on her website: “I love storytelling, and I am a confirmed introvert. My superpower is my ability to ‘see’ the inner workings of a person’s head, heart and body. I describe the sensation as reaching under a person’s rib cage and holding their heart. My tools to fight for good are my teaching and listening skills. For me this is a good news/bad news story because the intensity with which I pay attention feels marvellous, and at the same time uses up a lot of my energy. I am a champion of stakeholder primacy in business.”