by Leslie Hancock
Do you want to make a living as a writer? Is someone offering to pay you to write? Then yes, you should probably consider writing without a byline. In fact, unbylined content marketing work might be the fastest-growing market segment for professional writers today. And since business-to-business (B2B) content is a bit harder to write well than consumer-facing content is, a writer who has knowledge and expertise in a particular industry can carve out a successful niche writing for brands and business leaders in that space.
The Rise of Content Marketing
Content marketing is what it's all about these days. In 1996, Bill Gates wrote an article famously titled "Content Is King," in which he predicted that content would be where "much of the real money would be made on the Internet." Nothing has proven him wrong in the 20 years since then. According to a 2012 Hubspot report, organic search leads from online content have a 13% higher close rate than outbound marketing leads. In 2013, Nielsen research showed that 53% of consumers are more likely to make a purchase if they find a product through an online article. In 2014, DemandGen reported that 75% of B2B buyers rely more on content to research and make purchasing decisions than they did one year prior. And in 2014, Kapost and Eloqua found that the return on investment of content marketing was more than triple that of paid search.
So pretty much every company out there, from tiny bootstrap startups to the biggest brands on the planet, is working to feed the content beast. According to a 2015 report by Content Marketing Institute and MarketingProfs, fully 86% of B2B companies are using content marketing, but only 38% consider their organizations to be effective at it. This clearly illustrates why demand for highly qualified, exceptionally skilled content writers and strategists is on a steep rise. Every organization knows they need to be doing content marketing. Most of them know they need to be doing it better. But, as one of my clients put it, they've "kissed waaaaaayyyy too many writer frogs" and are tired of the struggle to find talent who understand their industry and can write on their brands' behalf without too much hand-holding. That's where B2B ghostwriters come in.
The Value of Good B2B Ghostwriters
If you are knowledgeable about and can write effectively for one or more industries -- particularly those that have highly educated audiences and are heavily regulated, like healthcare, finance, or engineering -- you are an extremely valuable commodity, whether you realize it or not. Brands need a steady stream of fresh content to be competitive in the modern marketplace of information and ideas. And business leaders trying to establish themselves as thought leaders in their fields need to get their ideas out there as frequently and as effectively as possible; unfortunately, they often don't have the time or the writing expertise to do it themselves.
Think about those brilliant minds in any industry who simply can't write worth beans: the engineer who designs the perfect solution to a manufacturing problem, the surgeon who develops an innovative life-saving technique, or the financial adviser who has an instinct for profitable investment strategies. They need skilled, experienced ghostwriters to help them showcase their brilliance and get their names out in front of the public's eyes, just like celebrities and politicians do. The hard part is matching a writer who understands how to write for a business leader's particular industry and can do it in their voice. A good B2B ghostwriter is an exceptional communicator who can showcase someone else's ideas with the same passion they have for their own. That can be hard to come by, and that's why we're here.
At B2B Ghostwriting, our mission is to help B2B writers find their niches and help business leaders find the right talent for their needs (without excessive frog-kissing). Scroll all the way down to subscribe to the blog so you never miss a post.