David A. West

Senior Internet Consultant & Professional Speaker

Canadian Social Media Advisor & Search Engine Strategist


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David West

Ghostwriting: What Role Does It Play in Content Creation?

Tuesday, December 15th, 2015

Creating quality content can be a fast-paced and busy endeavour. One of the ways of alleviating the workload is content ghostwriting. You may be familiar with the concept, but let’s dig a bit deeper and find out how exactly ghostwriters factor into marketing and other industries.

In Marketing vs. Other Industries

Many of us are familiar with ghostwriting in the context of autobiographies or works of fiction credited to celebrities. The main difference between this and ghostwriting in marketing comes down to a matter of function. The ghostwriting of an autobiography typically takes place because the client does not have professional writing experience. Ghostwriting in digital marketing, however, came about as a response to the demand for varied and well-scheduled content development. Business owners are often too busy operating their companies to produce an adequate amount of content by themselves!

The Ethics of Ghostwriting

Naturally, there’s no shortage of discussion in the marketing world as to the ethical questions that might come up in the ghostwriting process. What kinds of moral conflicts might be present when concepts or writing are provided by but not credited to a writer? It all depends on the context. In almost all cases, not being credited is a fundamental part of the professional agreement. In marketing, this working relationship has been designed to allow for a streamlined and reliable content creation process that is agreeable for all who are involved.

A Right and a Wrong Way

As with any process in marketing and content, there are right ways and wrong ways to approach it. Ghostwriting in itself is not a fundamentally questionable practice, but the ways in which it is employed certainly can be. If a ghostwriter is responsible for specific ideas that the business owner adopts into their own work, this may become an issue if they profit significantly from those ideas while the author is left in the dust.

Poor practices also affect users and the community. Creating high volumes of low-quality content can create strain on the user experience. This is why it’s important to consider these concepts, as it’s ultimately for the sake of the Internet at large. Participating in and advocating for wiser marketing practices makes for a better marketing community. This means better content and better businesses!

If you have an audience wanting to engage with the latest and greatest concepts in digital marketing, give me a call today at (403) 456-0089 and ask about my seminars!

Reaching Out to Your Network During the Holidays

Wednesday, December 2nd, 2015

The holiday season is the perfect time to connect and spend time with your friends and family. It’s also an excellent opportunity to reach out to the community surrounding your business! Take a moment to consider a few of my favourite examples.

Holiday Greetings

If your company isn’t at least sending out cards or other similar correspondence to clients wishing them a happy holiday and New Year, you’re missing out on a chance to remind your customers how integral their business is to what you do. No holiday greeting is complete without a display of thanks and wishes of good health and success for the coming year. And don’t forget to keep note of those who are not yet your clients! If, for instance, you met and had a stimulating conversation with someone who came to a meetup or other local event, a holiday greeting — whether it’s by email or post — is a great way to keep in touch.

Engaging With Your Social Network

Sending out greetings is a wonderful gesture, but good marketing means reaching out and connecting on multiple platforms. While social media is built for keeping your clients and audience updated in general, things get even more fun during the holiday season. Posting pictures from your company holiday party or staff family photos are good examples. You can even encourage your clients to post holiday family or staff photos on your company profile. Staying active and fostering fun engagement all around will strengthen the holiday spirit for you and your network.

A Holiday Meetup

Of course, it wouldn’t really be in the holiday spirit to only appreciate your community from a distance. Similarly, just holding a holiday party for your staff might make things feel a bit exclusive. Try to balance things out and go the extra mile by throwing a holiday-themed client appreciation meetup. This will get everyone in the same place to reflect on a prosperous year, get to know one another better, and discuss what is on the horizon for the coming year. Forming and maintaining bonds with your community during the holidays shouldn’t be limited to one approach or another, so never be afraid to mix things up!

With a successful year behind us and an exciting new one ahead, David A. West is as eager as ever to help bring your marketing goals to life. To find out how you can make 2016 your best year yet, call (403) 456-0089 today!

If it Can’t Be Measured, Does it Pay? What to Spend Your Marketing Budget On

Thursday, October 15th, 2015

shutterstock_143045899The world of marketing offers a lot of options for making your business known. Particularly with the rapid development of digital marketing tools, it can be challenging to decide which investments will give the best results. Let’s run through some of the major options so that you can get a clearer idea of what’s better for you.

Traditional vs. Digital

Traditional forms of marketing such as print and TV rely on a flow of information in one direction: toward the audience. This concept has been given a radical overhaul since the internet came into common use because our methods of communicating have become more mutual and direct. Digital marketing techniques such as SEO and social media therefore allow the marketer to be in two-way dialogue with the customer and their behavior. The results are also far more measureable and actionable than traditional methods. This will make it easier for you to have a handle on whether or not you’re spending wisely!

Investing in Your Demographic

It’s important to know the distinctions between traditional and digital forms of marketing because one may be a more fitting investment for your business than the other. This often comes down to a matter of your client demographics, particularly age and access to technology. Generally speaking, customers that are less accustomed to digital channels of communication will be reached more effectively through traditional forms of marketing. Meanwhile, if you are hoping to make clients between the ages of 18-29, or even 30-49, investing both time and money in good SEO and social networking is critical.

Keeping an Open Mind

Despite this, anything can change in the world of marketing. Adoption of the internet and other new technologies by the 65-75 age group, for instance, has been rising among higher income brackets in recent years. It’s important to keep an open mind and remember that investing strategically in several forms of marketing may be wiser than depending only on one. Consider not just who your business is meant to reach now but who it may need to appeal to in the future!

David A. West has an extensive background in both traditional and digital marketing techniques. If you’re trying to keep up with today’s ever-changing marketing climate, he is here to help. For information on consulting or seminars, feel free to get in touch at (403) 456-0089 today!

Some of David's Clients

  • Cir Realty
  • Canada Mortgage Network
  • Canasa
  • Calgary Residential