Why Pairing Ghostwriters with Execs and Experts Should be a Huge Part of Your 2019 Content Strategy

Why Pairing Ghostwriters with Execs and Experts Should be a Huge Part of Your 2019 Content Strategy

“You’ll edit that to make me sound smarter, right?” That’s the most common request I get from interview subjects. Pairing a ghostwriter like me with subject matter experts at your company is much more than just a time-saver. It’s a novel way to connect with the C-suite and get them interested in content marketing. But sometimes your company leaders need a little help finding the right voice. If you’re in charge of content marketing at a company whose leaders aren’t naturally expressive, ghostwriting lets the marketing department massage and edit how the message lands in public. Let the ghostwriter have a conversation with the person they’ll be writing for so both sides can shape the story. There’s an emotional connection that the CEO can get behind. New hires will master messaging faster If you’ve hired an editorial staff for their creative skills, they’ll have to spend time developing more marketing fluency. The new hires can study a glossary of industry terms and read archives of all your old work, but ghostwriting will speed up this process by giving every new writer and editor blip of face-time with your company’s leaders. No matter how much skill your editorial team has when it comes to running websites and social campaigns, nothing hits like a great story from someone with recognition.

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“You’ll edit that to make me sound smarter, right?”

That’s the most common request I get from interview subjects. I’ve profiled actors, directors, and engineers, and I’ve ghostwritten for executives in several fields. Their worries are always the same, though none of them need to worry about sounding stupid.

My only goal as a reporter or ghostwriter is to make a person sound as intelligent, concise, and persuasive as possible. My subjects are the ones with the expertise, status, and memorable personalities. I’m just tasked with distilling their essence into 1,000 words.

Pairing a ghostwriter like me with subject matter experts at your company is much more than just a time-saver. It’s a novel way to connect with the C-suite and get them interested in content marketing. It’s also a great onboarding technique for new writers and editors. Ghostwriting is so useful that I believe it should be a part of every brand’s content strategy next year.

Content marketing, after all, is just a collection of voices, and each of those speakers hopes they can speak loudly and clearly enough that their messaging breaks through the noise. But sometimes your company leaders need a little help finding the right voice.

Here are the main reasons why add ghostwriting to your content program will help your entire company.

Experts aren’t necessarily writers

Ideally, an expert or an executive could spend a chunk of the week studying the industry and commenting on the latest news. But in reality, many of them are swamped with other tasks. And the skills that make them a good at their jobs won’t always include writing.

If you’re in charge of content marketing at a company whose leaders aren’t naturally expressive, ghostwriting lets the marketing department massage and edit how the message lands in public.

Regardless of their prose, though, you’ll get the most out of ghostwriting by treating it as a collaboration. Let the ghostwriter have a conversation with the person they’ll be writing for so both sides can shape the story. The source should have their fingerprints on the weapon, as we like to say.

You owe it to yourself to hook a skilled ghostwriter up with your executives, just as you’d connect a video producer…

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