How I make my work sound like yours, as a freelance ghostwriter
As a freelance ghostwriter, I have several jobs to do. First, to tell your story clearly and effectively. Second, to ensure the content is high-quality and error-free. And third, to disappear.
And I don’t just mean giving someone else the credit for the blogs, LinkedIn posts, thought leadership articles, or any other pieces of content I write — though that’s a key part of the ghostwriting service, too.
When I say “disappear”, I’m talking about stripping all the personal quirks and linguistic preferences out of my writing, to make sure you shine through instead of me.
Because the best ghostwriters are invisible. Nobody should be reading an article you’ve posted on LinkedIn and thinking “this sounds like Ellen Barr”.
And I guarantee that they won’t.
One, because I’m not that famous. And two, because I write content that sounds like it’s from you — just a polished version of you. I work with my words, but I make sure it’s your story, your personality, and your expertise that sits front and centre.
Here’s how.
Ghostwriting 101
When I talk about ghostwriting services, it’s usually in the context of providing B2B content for executives. These are people who want to raise their profile and establish themselves as thought leaders in their field, but often don’t have the time or the desire to create the content themselves.
But the thing is, time-poor or not, thought leadership is worth investing in. 2024 Edelman report highlighted that almost 3/4 decision makers (73%) say thought leadership content is a more trustworthy basis for assessing capabilities and competencies than marketing materials and product sheets.
But it doesn’t happen overnight. A 2022 survey found 62% of B2B buyers read 3 to 7 pieces of content before engaging with a sales rep, making consistent, valuable content critical in the decision-making process.
Consistent, well-crafted content is the best way to establish yourself as an authority in your field, and it leads to increased business opportunities.
When you regularly offer helpful and engaging content, your audience will begin to associate you with your industry. And then, when it’s time for them to make a purchase, they’ll be more likely to choose you.
Ghostwriting for time-poor executives
The problem is, B2B executives often don’t have the bandwidth to create quality content. They're too busy being experts in their fields to spend all that time strategising and executing a content plan. And even if they had the time, they’re not marketers — or writers.
That’s where a freelance ghostwriter can be invaluable. Whether you need a one-off article for a trade magazine or an ongoing content strategy, a good ghostwriter isn’t just a writer — they’ll also help with strategy, planning, execution, and measuring impact.
Through discovery calls and immersion in your world, they’ll learn your brand, tone, and key messages, then replicate that voice — but sharper, more effective, and more polished. So you sound like you, just better.
How B2B ghostwriters stay invisible
Every ghostwriter works differently, but my process usually looks something like this:
A free, no-obligation thirty minute discovery session
We’ll chat about the brief you have in mind, what you want to get out of it, how we’ll work, and even if I’m the right person for you.
If I’m not, I’ll always try to pass you on to someone who is.
An in-depth content-mining to get a feel for your subject matter, tone, style, and messaging.
Once we’ve agreed on the project, we’ll set up an in-depth content-mining call, so that I can become a temporary expert in your subject matter, through you.
At this point, you can also share any existing tone of voice guidelines (if you have them), your personal preferences, and any no-go areas you’d rather not talk about. If you hate the Oxford comma, for example, now is the time to say it.
I’ll ask you some pre-prepared questions that allow me to put together content that genuinely speaks to your audience. My role is to zoom in on your passions, opinions, and areas of expertise, making sure they come through naturally in the writing.
Additional research
You’re the expert, and more often than not, you already know what you want to say and what matters to your audience. But you’re also busy. So at this stage, I’ll get cracking on my own desk research around the topics, so that I can ensure everything I create is accurate, relevant, and authentic.
I’ll also use this time to review any content you’ve created in the past, if applicable, to keep everything consistent.
First draft and editing
Once I’ve completed a draft, you’ll have full editing rights.
It’s your content — if something doesn’t sound right or feel like you, it won’t stay in the piece.
Your voice, but better
The goal isn’t to make your B2B content sound like you’ve suddenly become a creative writing expert. It’s about refining your message so it resonates with your audience while still sounding like something you would actually write.
When a ghostwriter does their job right, the content flows so seamlessly that readers won’t think twice about it. They won’t be evaluating your clever phrasing or technical skills you’ve communicated in a simple, easy to digest way — they’ll simply be engaged.
And that’s what it’s all about, isn’t it? The end goal with B2B thought leadership content is to make your audience focus on what comes next. Whether that’s clicking, sharing, or any other desired action, your content should so naturally that they don’t even realise they’re being influenced to take another step — or that you hired someone to help you do it.
Collaborative ghostwriting
I know what you’re thinking. This kind of process, with discover calls and rigorous editing, sounds time consuming. And the whole point is to save time on your end.
But the truth is, it doesn’t have to be. It depends on how you want to work. Some clients want to be heavily involved in the content creation process, while others prefer a hands-off approach and a healthy round of edits. Either approach is fine.
A question I hear often: Will you showcase my work in your portfolio?
The answer? Only if you allow it. I keep two portfolios: one public-facing and one private, with confidential projects I only share with potential clients. If you’d rather your content stay completely under wraps altogether, that’s fine — I’m happy to sign an NDA.
Invisible ghostwriting in every sense
Here’s the real takeaway: the best ghostwriters don’t just stay invisible in name.
They don’t just write for you; they write as you. They help you shape your thoughts into something powerful, persuasive, and impossible to ignore. And that’s what makes hiring a ghostwriter a game-changer.
Because while your competitors are stuck in LinkedIn limbo, posting generic content that barely scratches the surface, you could be publishing sharp, original, authoritative content that actually moves the needle and stays true to you and your brand.
And I can help.