A recent discussion on a message board got my attention. The discussion was about writing your own articles for your email newsletter or blog, versus using one of the free ones by another author which you can find on the articles banks.
When I work with small business clients, whether they’re marketing locally or nationally, I often encourage them to either write their own content or have it ghost-written by a professional writer. They are trying to create a public image as an expert in some field, and having your own byline on blog posts helps build that reputation (as does public speaking and teaching).
Having someone else’s byline on articles in your ezine can never build your own personal reputation, no matter the content of the article. And, worse, might possibly distract the reader to visit the guest author’s website instead of your own.
At the very least, I encourage my clients to include one of their own articles PLUS an article written by someone else who is complementary to their business. For instance, a chiropractor might include one of her own articles, plus an article written by a massage therapist or nutritionist.