Ghostwriting -- the act of writing copy for someone else for publication under their name -- is a great way to get your senior executives noticed. Creating professional content bylined to your senior leadership helps drive awareness of their voice and ideas.
Here are seven reasons why professional ghostwriting will work for your organization:
1. TIME - Your senior leadership is busy. They don’t have time to sit down and write opinion pieces or long-form articles. They are running the company. Corporate ghostwriting solves this problem by providing an experienced professional who does the bulk of the work while facilitating input from the executive.
2. VOICE - Not only are senior leadership pressed for time, they are generally not prose stylists. While you are not looking to replicate Austen, you do want to create copy that is clean and compelling. A professional ghostwriter delivers this level of quality, and will work hard to craft a voice that reflects both the executive and the company.
3. PERSPECTIVE - Hire a professional ghostwriter from outside rather than picking someone internal. That extra layer of distance will prove valuable in generating engaging copy that doesn’t simply parrot the company line.
4. COMMUNICATIONS - Not everything you ghostwrite needs to be targeted to an external audience. Your writer can do wonders with the quality and output of your internal comms.
5. PROCESS - The key to a successful relationship with an independent writer is the development of a regular working process. Maybe your executive sits down every month for an interview-style conversation that keeps the writer up-to-date with the leader's thinking and gives both parties an opportunity to work up new themes.
6. OWNERSHIP - Remember that your executive and your company ultimately own anything that goes out under their name -- the good, the bad, and the ugly. Make sure there is a clear approval process in place.
7. INVESTMENT - Which brings us back to where we started: time. Working with a professional ghostwriter will save you resources and exponentially increase your written output, but it is not a set-and-forget-it arrangement. You and your executive team need to invest dedicated time into the relationship each month for it to prosper long term.
So where's the risk in hiring an outside writer? If you don’t like their work, don’t rehire them. Are you really going to fire a full-time employee because the piece they wrote for the boss didn't hit the mark?