I’m a LinkedIn ghostwriter, which means I write personal LinkedIn posts for other people in their unique voice. Nobody knows I’m the writer behind the post.
Today, CEOs, executives, entrepreneurs, and consultants are also building their online presence and vying for attention, particularly on LinkedIn. That’s where the ghostwriter comes in. According to LinkedIn, 82% of consumers are more likely to trust a company whose CEO and leadership team are active on social media, and 77% are more likely to buy from such a company. Furthermore, 85% of B2B marketers say LinkedIn is the most valuable social platform to be active on. People love to hear from leaders. The Financial Times reported that executives can expect four times more engagement than other LinkedIn users and have even experienced a 39% increase in followers after posting.
Leaders have so much knowledge and insight to share, and it’s clear that their network wants to hear from them. However, many lack the time, writing skills, or consistency required to create and sustain an influential LinkedIn presence.
Enter the LinkedIn ghostwriter: the C-suite’s new power tool and an essential addition to their communications team. I started out as a typical social media manager for brands. LinkedIn content was always for company pages, usually in the B2B space. Then, in early 2023, I signed my first ghostwriting client, creating posts for executives’ personal LinkedIn profiles. Since then, I’ve created hundreds of posts and helped my clients boost their personal brands and influence on the platform.
Here’s what you need to know if you’re considering hiring your own LinkedIn ghostwriter.
HOW IT WORKS
Ghostwriting isn’t about faking a voice or posting for the sake of posting. It requires a thorough understanding of the platform and the ability to adapt to various kinds of voices and personalities. Here’s a quick look at my process:
Onboarding and research
The first port of call is getting to know a new client’s tone of voice, goals for their LinkedIn presence and business, and even their hobbies outside of work. We’re all humans, after all! We have a kick-off call and an intake form so I can get to know them better, which helps me create posts that are authentic to the client. From there, I develop the content strategy, which outlines the overarching topics (or “content pillars”) that we’ll talk about, the formats (video, carousel, imagery) that we’ll use, as well as the success metrics that will be measured each month.
Content creation
Next, I create weekly content aligned to the client’s goals and strategy. I pull their insights, knowledge, and opinions from various sources, such as interviews, questionnaires, slide decks, webinars, industry news, blogs, personal stories, and our regular catch-ups. These are crafted into engaging, personalized, thought-leadership-style posts and are sent to the client for review. Once any edits are made, I schedule the post to their profile, or they post it themselves, depending on their preference.
Continuous refinement
This isn’t a set-and-forget process. Each month, I review the metrics to see which types of posts and content topics performed best, and why. These insights help inform the strategy moving forward.
HOW TO FIND THE BEST LINKEDIN GHOSTWRITER FOR YOU
Partnering with a ghostwriter with whom you mesh well is critical. Here are some tips to get you started on your search:
- Recommendations: A great place to start is by asking your network on LinkedIn for reputable contacts. Once you have a shortlist, make sure to read testimonials and check out their own LinkedIn profiles, too.
- Set your expectations early: Do you want daily posts? Monthly LinkedIn articles? Perhaps a combination of both? If you’re hesitant about handing over the reins to your profile, see if you can do a trial period first.
- Understand how they work: How regularly do they have catch-ups? How many rounds of revisions do they include for each post? What is the preferred method of communication for you both? Some clients like to message over WhatsApp when an idea arises, while others prefer a scheduled monthly Zoom call.
- Rates: LinkedIn ghostwriters may charge anywhere from $500 to more than $3,000 per month. It depends on their experience level and the scope of the work, such as how many posts are created each month, whether they’re editing video, designing graphics, or engaging in community management (e.g., responding to direct messages and commenting on posts on behalf of the client).
- Privacy: Clients often expect privacy—they don’t want the whole world to know they are using a ghostwriter. If required, check if the ghostwriter is happy to sign an NDA.
- Red flags: LinkedIn ghostwriters are custodians of a client’s personal brand and reputation, so professionalism and integrity are of the utmost importance. If a ghostwriter communicates poorly, doesn’t deliver what they promised, forges ahead without a written agreement, or hasn’t nailed your tone of voice after a couple of months, these are red flags, and it may be time to find another!
A LinkedIn ghostwriter is more than just a writer. They’re a strategic communications partner to their clients. The best ones are undetectable, yet help you increase your reach and influence.