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.

Get Involved with #ContentChat

• Do you have questions you’d like us to answer during #ContentChat?
  ​Reply to this email or join us on Mondays to ask them live!
• #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.
• We're booking guests for H2 2024—send us your pitch!
  ​Are you a content marketing practitioner, author, or consultant interested in being a guest for an upcoming edition of #ContentChat? We’d love to hear your topic pitch via our Content Chat guest submission form​

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.

Send Us Your Content Jobs!

If you have a content marketing contract position, full-time job, or freelancer opportunity, reply to this email and let us know. We are always happy to share jobs with the community at no cost.

ICYMI

​Why A Social Media Audit Is a Smart Content Marketing Investment.
​I always recommend that brands conduct a social media audit at least once a year (ideally with measurement check-ins each quarter) to understand if their strategy is working. Audits show you what’s resonating with your community and how your competitors are standing out. I explain more about the when and why of social media audits in this new post.

​How AI Search Will Change Your Content Strategy.
​Search engines are upping their standards to prevent spam and deliver the best results for users, especially given new waves of AI-generated content. This MarketingProfs article explains four ways your content strategy can adapt, including how content teams should have a point of view, prioritize quality over quantity, and use AI as a partner (not a full-fledged creator!).

​Why Speed Is Essential For Winning and Retaining Customers.
​One in four customers would pay up to 50% more to avoid waiting. But how can you get ahead of their need for speed? Jay Baer explains his recent Time To Win study and framework to help you find ways to use content to set speed expectations (and maybe even create some spectacular customer experiences along the way).

​Personalization Perils of AI: Don’t Freak Out Your Audience.
​When personalizing content, it’s easy for marketers to accidentally make things too personal for the recipient… and give them the creeps. This article by Andy Seibert on Imprint explains when personalization goes too far and why focusing on relevance may help you on your path to personalization.

​How to Develop a Powerful Thought Leadership Platform for Better Branding.
​The term ‘thought leadership’ is thrown around loosely, and many people think it’s no more than creating content and engaging in content marketing. Spoiler alert: It’s not. To dispel the myths of thought leadership and explain how you can start building yours, I chatted with personal brand and PR strategist Michelle B. Griffin. Dig into this #ContentChat recap to learn how to develop a personal brand and activate it through thought leadership activities.

Until next time, stay safe and be well!

Cheers,

Erika

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​Erika Heald, Founder & Chief Content Officer​
​Erika Heald Marketing Consulting​
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LinkedIn: www.linkedin.com/in/erikaheald​
Instagram: https://www.instagram.com/misserikasf/
​Threads: @MisserikaSF​​
​YouTube: @ErikaHeald​