Thought leadership is how B2B brands show industry expertise, shape conversations, and contribute meaningful insights to the community. 

However, producing quality thought leadership content is a persistent struggle for many brands. In a 2022 Edelman study, only 33% of producers rated the quality of their thought leadership content as very good or excellent. 

This is especially concerning in an unsteady economy, when thought leadership emerges as a critical tool for breaking through and winning business. 61% of decision-makers considered an organisation's thought leadership to be more effective than traditional product marketing in demonstrating potential value during economic downturns. And 50% of C-suite executives reported thought leadership had even more impact on purchase decisions when times are tough.

It’s an understandable dilemma. Senior executives and subject experts rarely have the time to focus on producing quality thought leadership content—they’re busy running the company! 

Enter the ghostwriter, the unseen hero of the thought leadership world. 

Ghostwriters play a pivotal role in helping business leaders transform their expertise and experience into engaging content that resonates with audiences. 

The Importance of Thought Leadership in B2B Brand Building

Brands are no longer solely about products and services. They revolve around stories, values, and shared experiences.

Businesses require their senior team to put their ideas out there to establish points of differentiation, brand values, and the company’s expertise.

Leaders also need to share consistently or they risk being overshadowed by their peers. It's the business equivalent of the old academic maxim of 'publish or perish'.

However, some significant barriers can exist between these lofty publishing aspirations and their execution.

Business leaders, particularly those in senior positions, face a constant time crunch. Their responsibilities leave little room for the extensive research, thoughtful writing, and meticulous editing required for compelling thought leadership content.

Being a thought leader does not equate to being a great writer. Effective writing is a skill that demands practice, experience, and an understanding of how to engage and captivate an audience. While a business leader may possess profound insights and be a charismatic speaker, conveying them in written form is a different challenge altogether.

In other words, thought leaders need some help!

Ghostwriters to the Rescue

A ghostwriter works behind the scenes to transform a business leader's ideas into a polished, engaging piece of content. This is a professional collaboration built on trust, communication, and a shared vision.

Many people mistakenly believe that ghostwriting is only for full-length books. However, this overlooks the reality of modern thought leadership.

B2B audiences expect business leaders to share their insights through articles, case studies, speeches, and interviews. However, producing a well-written blog post, article, or keynote takes time and effort.

This workload can be significant enough to warrant seeking professional assistance. Just as politicians need speechwriters to help communicate their vision clearly, business leaders can use ghostwriters to translate their insights into compelling narratives. It is a logical, practical solution to the market's constant demand for quality, engaging content.

Ghostwriting allows thought leaders to maintain a consistent stream of valuable content without compromising their core responsibilities. It strengthens the brand's authority by keeping audiences engaged and hungry for more insights. It also helps develop the leader's personal brand and reputation as an industry influencer. Doing so expands their network and opens doors to new opportunities and partnerships.

Everyone wins!

Ethics, Authenticity, and Trust

Trust remains a cornerstone of successful thought leadership content marketing. 

When done ethically, working with a ghostwriter doesn’t diminish authenticity. Instead, it elevates it by delivering polished, compelling content that captures your innovative ideas. While ghostwriters assist in content creation, it is the thought leader, who provides the core concepts, insights, and vision.

Ghostwriting work usually involves initial brainstorming sessions, where you articulate your ideas, experience, and objectives. The ghostwriter takes these insights and crafts them into compelling, accessible narratives that align with your voice and values.

Transparency throughout the process is paramount. Close collaboration also safeguards against misleading the audience and maintains a personal touch in the final product.

Thought leaders need to be involved in briefing and editing to ensure the resulting content accurately reflects their expertise. It is ‘thought leaders’ who publish content without meaningful involvement that risk harming their reputation and credibility.

What to Look for When You Hire a Ghostwriter

Entrusting your thought leadership content to a ghostwriter is a strategic decision that demands careful consideration.

Finding a writing partner is like choosing any other professional service provider - you want someone qualified, responsive, and able to deliver high-quality work. 

The right collaborator will elevate your ideas, convey your expertise, and resonate with your audience. Here are some essential factors to consider when choosing a ghostwriter for your project.

Understanding and Connection

An effective ghostwriter takes the time to listen, comprehend, and 'get you.' They should be adept at asking the right questions to gain insights into your thought process and industry nuances. Doing so lays the foundation for a content creation journey that authentically reflects your unique point of view.

A Streamlined Process

An experienced ghostwriter will follow a clear workflow, complete with milestones and review points. They also use a structured research process to ensure the content is based on data and industry knowledge.

A tried and tested process not only facilitates a smooth collaboration but also instils confidence in the outcome. Having a clear plan in place ensures that your content creation journey is as seamless and pain-free as possible.

Expertise and Experience

When considering a potential ghostwriter, examine their background. Do they possess a proven track record in producing thought leadership content? That experience will help them capture your insights with precision and flair.

Also, have they written persuasively and naturally in your industry vertical? Do they understand the dynamics of your industry and the broader context of your message? Such knowledge helps them deliver content that not only resonates with your audience but also leads the conversation within your field.

Credentials and Portfolio

Your writer’s portfolio should show how well they can adapt to different tones, styles, and subjects, all while maintaining a steady level of quality.

Samples, testimonials and client feedback offer valuable insights into the collaborator's professionalism, communication skills, and ability to deliver on promises. You might also consider using a test article to audition candidates to get a better sense of whether you'll work well together.

Taking the time to find an aligned ghostwriter will pay dividends in a smooth workflow and thought leadership that authentically represents your brand and resonates powerfully.

Our Ghostwriting Process

While the specifics may vary depending on a project's scope and needs, we’ve outlined the steps we often follow when collaborating with our clients.

The goal is to create alignment and understanding that enables the creation of compelling, high-quality content that serves both the needs of the company and target audiences. 

Key steps often include:

1. Creating a Masterbrief

This foundational document provides a high-level view of your business. It should include the role of your business, values, tone of voice, and overarching business and content objectives. This comprehensive overview serves as a compass to guide the writer. It helps ensure that all content created aligns seamlessly with your identity and objectives.

2. Topic Research

If you're uncertain which topics will be most impactful, our research can inform content direction. This can involve:

• Analysing your existing content and insights to identify gaps and opportunities to build on what has resonated.

• Examining competitors' content to reveal areas where you can distinguish yourself.

• Conducting keyword research to align topics with search volume and demand.

• Considering how potential topics support your overarching content strategy and architecture.

The goal is to understand your market position, audience interests, and content ecosystem so we can advise on impactful themes and narratives.

3. Ideation Sessions

Ideation sessions involve collaborative brainstorming to identify impactful topics, formats, and angles to explore. They are an opportunity to align on individual areas of interest, tone, unique points of view, and more.

The goal is to unearth and refine ideas that resonate with your readership and support business objectives.

Often clients underestimate the value of their insights. As your ghostwriting partner, our outsider’s perspective can help draw out intriguing concepts to develop into compelling thought leadership.

4. Prioritisation

Some topics are more important than others in terms of recency and relevance, search performance, campaign tie-ins, narrative development, positioning, etc. An experienced ghostwriter or content strategist can help you determine how to sequence and resource your projects to the best effect.

5. Briefing Individual Content Pieces

You need to develop a clear outline when you’ve got a specific piece in mind. Working with a ghostwriter gives your subject experts a sounding board to capture their thoughts. We can also use transcripts, recordings, and repurposed content such as keynote talks as source material. The goal is to refine your project brief and outline to ensure the proposed piece says exactly what you need it to.

6. Review and Revision

The review and revision stage is a critical part of the creative process and an opportunity for you to add your personal touch. You want the final piece to be something you’re proud to have attached to your name and professional reputation.

7. Finishing Touches

After you have approved the piece, there are still steps to take to ensure your content has the reach and impact it deserves:

• Finalising the Piece: determining the layout, design, sourcing images, and potentially creating infographics or other visual content to enhance its appeal.

• Publication: uploading the piece to your website, adding metadata, linking it to your content ecosystem, and optimising it for search engines.

• Promotion: expanding the article’s reach with social media posts, ongoing employee advocacy, email campaign tie-ins, and paid social/search campaigns.

• Amplification: maximising the ROI for each piece through ongoing automated social media posts and amplification strategies.

At 1827 Marketing, we can handle all the above tasks as part of our ghostwriting process. It means there’s one less thing for our clients to worry about.

Elevating Thought Leadership with Expert Collaboration

In a world where every word counts, the relationship between thought leaders and ghostwriters is crucial for successful brand building.

Working with a ghostwriter offers a dynamic and structured approach to thought leadership content creation. These skilled professionals help busy business leaders focus on their core responsibilities while still contributing meaningful insights to the industry.

Contact 1827 Marketing to learn more. Our expert writing team can transform your expert insights into engaging stories that captivate, educate, and motivate audiences.