Great question! Most of the time, it’s a collaboration. It might skew toward us (generating blog topics for your approval), or toward you (if you’re that rare client with specific ideas). As studious sleuths and creative thinkers, we’re more than happy to research and craft topics for you–and wrap the effort into our engagement. We also realize that some blogs require a client’s natural authority, thought leadership, and/or source material. In this case, we can fine-tune blog post titles from a general topic concept, or take your title and run with it. We use our blog ghostwriting kickoff to define a process, then stick to it.