Ghostwriting
Ghostwriting is writing LinkedIn content on behalf of another person. a founder, executive, or expert. who publishes it under their own name.
LinkedIn ghostwriting is one of the fastest-growing B2B service categories. A ghostwriter researches a client's expertise, voice, and goals, then writes posts, newsletters, and articles that the client publishes as their own. The client gets a consistent content presence without the writing time; the ghostwriter gets paid for their research and copywriting skills.
For B2B agencies managing multiple client accounts, ghostwriting typically runs as a retainer: a fixed number of posts per week, a defined voice style guide per client, and a review/approval step before publishing. The quality ceiling is entirely determined by how well the ghostwriter understands the client's actual expertise and opinions. content that sounds generic destroys the personal brand it was meant to build.
The ethical norm: LinkedIn ghostwriting is widely accepted and openly practiced. The FTC doesn't require disclosure for non-sponsored personal posts. Most LinkedIn thought leaders with consistent high-volume output are working with writers.
Related terms
- Personal BrandOn LinkedIn, a personal brand is the public reputation a professional builds through consistent content, point of view, and audience relationships.
- Content PillarA content pillar is a recurring theme. usually 3 to 5 per creator. that anchors what someone consistently posts about on LinkedIn.
- Thought LeadershipThought leadership is original point-of-view content that stakes a specific claim about a domain. distinct from educational or how-to content.
See ghostwriting in practice
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