The term “LinkedIn ghostwriter” is being used more and more in marketing and PR circles.
Similarly, you may hear the term “LinkedIn content manager” or “LinkedIn manager”.
At the heart of it, they all mean the same thing:
This person writes posts for another person’s LinkedIn profile. And they don’t get credited with penning the posts.
It’s similar to being a social media manager of a brand; the social media manager who runs a company’s Facebook and Instagram doesn’t get credited as the author. You never know who created the post. It’s exactly the same for a LinkedIn ghostwriter. Except, they create posts for another person.
Why do people use LinkedIn ghostwriters?
You’ll find that LinkedIn ghostwriters are popular with corporate executives, business owners, and service professionals.
There are two main reasons for hiring one:
LinkedIn is a powerful marketing platform
With over 1 billion members on LinkedIn, it’s the most important channel for B2B marketing and growing a personal brand. Active users can get highly visible in front of key decision makers, other business owners, talent, investors and potential clients. If you’re a business owner and you’re not using LinkedIn to its full advantage, you’re absolutely leaving money on the table.
Lack of time and/or know-how
Even if you know that having an active LinkedIn presence is critical, many people don’t have the time, willingness or ability to create consistent content themselves. That’s where a LinkedIn ghostwriter or LinkedIn content manager comes in, taking this somewhat time-consuming (yet highly important) task off your hands.
What does a LinkedIn ghostwriter actually do?
So we’ve established that they write posts for another person. But there’s so much more to it! Here are a few key tasks a LinkedIn ghostwriter does:
Strategy
- Mapping out a content calendar around these content pillars and sub-topics
- Interviews and getting to know you (the client)
- Understand your tone of voice
- Understand values and goals
- Creating content pillars / your main topics
- Researching sub-topics
Content creation
- Optimizing your profile
- Create posts (that the client then reviews and approves)
- Post creation could include caption copywriting, carousels, videos, graphics, infographics, case studies, LinkedIn Pulse articles, or even polls.
- Types of posts could be (but are certainly not limited to) case studies, breakdowns of your thought process on a certain topic, wins or client results, FAQs, or thought leadership pieces.
Engagement and outreach
- Engaging with others on Linkedin through comments and liking and other member’s posts.
- Responding to direct messages
- Sending connection requests and/or InMails to their target audience
Last but not least, reporting and refining. A good LinkedIn ghostwriter continuously reviews what posts have performed well and adjusts their content strategy accordingly.
All of the above is to help you, the client, grow your LinkedIn following, increase your reach and visibility, and ultimately help attract revenue to your business.
I’m sold! What does a LinkedIn ghostwriter cost?
Rates can vary depending on experience level and how comprehensive the package is. For example, 4 posts per month will cost less than 12 posts per month! That being said, an experienced freelance LinkedIn ghostwriter could charge anywhere between $1000-$5000 per month.
If you’re thinking about partnering with a LinkedIn ghostwriter, I’d be happy to chat and see if we could be a good fit working together. Request a free 30-minute discovery call here.
