I’ve had my head in the sand a fair while now. Self-imposed denial, you might say, about the relevancy and value of ghost writing or shared blogging strategies.

After all, you can only really be stoked by the emotions and passions of self, right? So take that to the limit and to be really impressive, interactive and impactful in a b2c or b2b blogging context requires absolute self expression.

Right? Wrong, it seems.

According to ProBlogger almost one in three outsource part or all of their blog.

That is simply overwhelming.

Many have knitted a rebellion against those specialising in bringing a voice to businesses who otherwise wouldn’t be able to blog to their customers.

The principal argument has been if you can’t blog, don’t blog – no matter what. Because what your clients want is the voice of the business, informal or formal. And the only person capable of writing authoritatively, responsibly and respectably on behalf of your business is your business.

Get reading, folks, because it’s time to get real.

And before you start bleating about an unrepresentative sample of those with the volition to use blogging to communicate, take heed: we’re not talking statistical insignificance here.

Nearly 2,200 people took part in the survey, and 29% said they outsourced at least part of their blog.

Writing, marketing, comment moderation, logo design… In fact, the full gamut of roles and processes appertaining to blogging were thrown in the mix and suggested as prime rib for outsourcing.

You can play the game, you can write with style and panache: will you now rethink your future opportunities to acquire a brace of clients in making up part of your future blogging strategy?