Celebrating the Unsung Role of Ghostwriters in Thought Leadership

Early in my career, I was asked to ghostwrite an important all-employee message for an executive I hadn’t even met yet. It was my second day on the job, so I didn’t feel like I could say ‘no.’

So, I wrote the email.

The executive liked it well enough to make minor edits before their admin sent it out.

But, unfortunately, it set a precedent.

I wrote dozens of emails from the executive over my tenure on the job. But I never had a 1:1 with them or had an opportunity to interview them before writing anything they sent out.

Unfortunately, this wasn’t an isolated case.

I can’t tell you how often I’ve written something from my own experience without input from anyone else, only to have it published with someone else’s name on it. And sometimes, well after the fact, without my knowing about it or being acknowledged as even a collaborator.

Why does it matter?

Because once your stories and perspectives go out into the world under someone else’s byline, they are no longer yours. Sure, you know you wrote the thing. But everyone else—and, critically, the AI platforms looking for reliable sources for information—thinks that the person with their name on the content is the creator, the thought leader, the expert opinion.

That’s why, now, I only work as a ghostwriter with clients who understand that ghostwriting for thought leadership involves an expert sharing their perspective with me. It’s about taking their perspective and experiences and helping them bring it to life.

It’s not about me writing something in a vacuum that they take credit for later.

It’s about taking my journalism skills to interview a story out of someone and then construct something in their voice that tells that story in a compelling way.

THAT is what being a great ghostwriter is.

Sure, it helps when I’m writing for someone whose work is in a field I have experience in. But that’s not so I can mine my experiences for the copy deck. It’s so I can ask better questions and know when I get to the good stuff!

Today, I’m excited to talk in-depth about ghostwriting with my guest, Mindi Zissman. Whether you’re curious about how to work with a ghostwriter and have questions, or you’re a ghostwriter looking to share your experiences and build your professional network, I hope to see you there!

P.S. Wednesday is my birthday. If you've found the newsletter, my blog posts, and the tools on our website helpful, I'd appreciate it if you would consider making a small donation to the NorCall Bully Breed Rescue . For the price of buying me a cup of coffee, you can make a real difference in the life of a bulldog in search of a permanent home.

Coming Up on #ContentChat

Content Chat is my weekly LinkedIn Live video chat focused on sharing expertise and ideas amongst the content marketing community. Join the conversation on Mondays at noon Pacific / 3 p.m. Eastern. RSVP for our upcoming conversations by clicking the chat date below to get a reminder and to access the chat.?

• TODAY, on #ContentChat , my guest is Mindi Zissman , a ghostwriter in the risk, compliance, and insurance industry. We’ll chat about all things ghostwriting and share proven strategies to help organizations empower ghostwriters to deliver great brand content that helps them achieve their content marketing goals.
• Next Monday (Aug. 12), on #ContentChat , I’m joined by my friend and longtime community member Carlos Abler , to explore how content can drive business and social impact. We’ll discuss what it takes to enable sustainable content transformation and how to break down organizational silos to rally everyone behind your content marketing mission.

Do you have questions you’d like us to answer during #ContentChat? Reply to this email or join us live for the next conversation.?

#ContentChat is now on Meetup! Join our community Meetup page to connect, learn, and share best practices in content strategy, management, and marketing with fellow #ContentChat members.

Want #ContentChat on your calendar? Use this link to follow our calendar so you never miss a chat.?

Save $100 on B2B Forum Tickets

MarketingProfs B2B Forum is one of my favorite annual content marketing events, and I am honored to speak again at this year’s event! If you haven’t gotten your tickets yet, use code SEEMESPEAK to get $100 off your registration. I hope you can join my session, where I’ll teach you how to build the essential foundation you need to scale your content creation.?

Content Marketing + Related Jobs

Content Marketing Editor, New Breed . New Breed is an accredited HubSpot Solutions Partner, helping companies unlock meaningful growth and forge lasting customer connections. Its team is hiring a content marketing editor who will own the creation and execution of its content strategy and editorial calendar. The role involves partnering with the DemandGen team to engage New Breed’s target audience and create various content types to address customer needs strategically. This hybrid role is based in Burlington, VT.?

Senior Content Marketing Manager, fabric .?fabric’s team is on a mission to revolutionize commerce for everyone and empower businesses to run their commerce business. The company seeks a senior content marketing manager to report to the VP of Product Marketing and take full responsibility for the content strategy, including social media, blog, and lead generation content. This role is remote.?

Senior Content Marketing Manager, Check Point Software Technologies . Check Point is a leading cybersecurity vendor that Forbes has recognized as a best place to work for several years. The brand team is hiring a senior content marketing manager to research, write, and edit SEO-focused content covering the cybersecurity market, regulations, and industry challenges. This is a highly collaborative role, partnering with cross-functional teams to execute a consistent content strategy. This role can be based in Redwood City, San Carlos, or San Francisco, CA.

Content Marketing Manager, Verifiable .?Verifiable provides API-first solutions that automate credentialing and provider network management for the healthcare industry. The company seeks a content marketing manager to report to its Demand Generation department and develop a consistent program that drives organic results across multiple channels. The role involves developing the brand’s tone and voice, managing an SEO/SEM strategy, and contributing to thought leadership and education strategies. This role is remote.

Head of Brand and Content Marketing, Velocity Global . Velocity Global offers a global HR platform that empowers teams to onboard global talent and compliantly hire, pay, and manage an international workforce. Its team is looking for a head of brand and content marketing who will report to the Global Head of Marketing and develop a comprehensive brand strategy that aligns with the business goals. The individual will lead the creative direction for all marketing initiatives and partner with digital and demand gen teams to create compelling content across formats. This role is remote.?

ICYMI

The Content Entrepreneur Audiobook is Here !

I’m still beyond excited about having partnered with Joe Pulizzi and 30+ other content experts to publish a book providing practical steps to becoming a content entrepreneur. And that book is now an audiobook, voiced by my friend Pamela Muldoon ! Listen on your commute, while gardening, or curled up someplace cozy with your favorite beverage and a blanket. Thank you to everyone who has ordered your copy so far!

Should You Test Content Marketing Job Candidates ??

I completely understand the value of having an assessment or trial project as part of your content marketing hiring process. However, some companies have taken the idea of testing applicant skills and morphed it into asking for free consulting work. To find out just how prevalent this practice has become, I reached out to a dozen recent content marketing job seekers and asked them to share their experiences with me. What they share in this post can help you consider new ways to enhance your hiring process—without asking for free work.

The Top Benefits and Challenges of Using AI for Social Media Marketing .?

Over 1,500 marketers using generative AI in their social media marketing weighed in on the top benefits and challenges. See the full findings from this Capterra research on MarketingProfs. A few highlights: Efficiency and idea generation are top benefits, while authenticity and maintaining the value of human creativity are the biggest hurdles.?

23+ Roles You Might Need on Your Content Marketing Team .

If you had enough budget to add one team member to help with content marketing, what skill(s) would you look for? I know writing support is always helpful (and it’s a core part of my offering .) However, for my contribution to this blog post, I encourage organizations to invest in a dedicated content designer. Designers greatly enhance the value of our content and save writers from needing to cobble together visuals. Check out this Content Marketing Institute article for other roles you to consider.?

[#ContentChat Recap] An Introduction to the Most Underrated Content Marketing Format—the Quiz .

Marketers know that personalization is the best way to engage audiences. But how can we gain the insights to craft these great content experiences? For starters: Quizzes. My good friend and spicy marketer Maureen Jann recently joined me to chat about how to get started incorporating quizzes into your content marketing mix. Check out this #ContentChat recap for the video replay and highlights of that conversation, including a slew of practical tips and compelling examples to inspire your approach.

Uniting Content and Web Teams for Exceptional Marketing .

There’s still time for a mid-year strategy tune-up so you can deliver on your marketing and business goals. I recently partnered with Optimizely on this virtual event, which includes sessions that teach you how to unite content and web teams for meaningful storytelling and deliver high-quality content that truly resonates. The session recordings are now available.