There’s no way around it: blogging takes time. When it comes to blog marketing, one question that comes up a great deal is authenticity. Can a blog authored by a professional writer achieve the same authenticity as one written by the CEO?

Yes. The perspective of the writer may be different, but that’s true regardless of who writes the blog. The advantage of using a professional writer is that the professional writer has the time and makes the effort to learn the company and its message. The writer also the needs of the blog’s readership and makes a dedicated effort to meet those needs.

Blogging demands both authenticity and transparency. If you abide by this, your blog marketing strategy won’t present the professionally written blog as having come from the CEO. The reader is always going to know that the blog doesn’t come from the CEO or another personality within the company, and will judge the blog on its content, rather than upon its author.

Good blog marketing focuses on the blog’s content, not the blog’s author. Good content engages its readers, makes them feel comfortable and welcome, and encourages their participation. In other words, the CEO isn’t the only person within the company who can speak authentically about the company, its mission, and its market.

Ultimately, blogging does take time and does demand effort. Whether your senior management adopts this effort, passes it to someone in marketing, or whether you choose to hire a consultant to write your blog and provide blog marketing services, understand that you can achieve authenticity and transparency in business blogging, and a professional writer can be your ace in the hole.