Are you looking to hire a ghostwriter for LinkedIn, but you’re not sure if it’s the right choice for your company?

Then you’ve come to the right place.

LinkedIn is the largest professional networking platform in the world.

It’s also among the most influential social media network, boasting over 700 million members.

Primarily, most individuals use it to connect with clients, business associates, and co-workers.

But LinkedIn can do so much more, especially for business owners.

The platform can boost your profile, increase your online presence and build your brand awareness.

But that’s true for business owners with mastery in writing good content or who have enough time to curate various content.

If you’re not a writing expert, you might never get your biggest and best ideas- the ones that can put you on the map as a thought leader– on the LinkedIn front page.

That’s where ghostwriters come in.

Experienced ghostwriters can help you get your thought leadership content right and grow your business.

They can translate your ideas into well-curated articles that allow you to showcase your innovative thinking. As a result, you can reach more people on LinkedIn.

Read on to learn the pros and cons of working with a ghostwriter and why hiring a ghostwriter is a good idea.

LinkedIn is an excellent resource for making business connections and generating leads.

However, thanks to LinkedIn Publishing, it also has enormous potential as a content marketing tool. Writing helpful articles can help your business’s authority by sharing knowledge and expertise.

What is a LinkedIn Article?

A LinkedIn article is a piece of content published via LinkedIn Publishing.

Unlike regular LinkedIn posts, which are typically shorter and more akin to status updates or brief insights, LinkedIn articles allow for more in-depth, blog-style content.

It is similar to a blog post and can be used to share:

Industry insights
Thought leadership
Professional advice
News and updates
Opinions
Content Marketing

The interactive nature of LinkedIn articles also opens doors for substantial audience engagement.

Readers have the opportunity to like, comment, and share these articles, fostering a dynamic environment for professional discourse and networking.

Such interactions not only enhance the author’s reputation but also increase their visibility on the platform.

When published, these articles are not just confined to one’s immediate connections; depending on individual privacy settings, they can reach a much broader LinkedIn audience.

This expanded visibility is invaluable for personal branding, establishing oneself as a thought leader, and sharing professional insights with a diverse group of professionals.

Why Is Publishing on LinkedIn Worth It?

If you open your LinkedIn News Feed, you’ll be greeted with this menu.

It’s a prompt to ask you to create some content. However, not enough businesses click on the “Write article” option. There are a few reasons for this.

Many businesses already have a content marketing process.

It could be a blog, social media account, or simply website SEO.

And maybe that’s enough to maintain already.

Another reason why Publishing is underutilized is how people see LinkedIn.

It’s an excellent tool for reaching out to prospects or making business connections and is one of the best ways to do B2B lead generation.

But, many marketing teams don’t see it as a natural place for publishing or content marketing.

However, LinkedIn Publishing has a lot of potential.

In essence, it’s a blogging platform. And sure, you might be thinking; I already have one of those.

But the thing that makes LinkedIn Publishing interesting is the audience it gives you access to.

The very thing that makes LinkedIn a great tool for lead prospecting is the same thing that makes it a good option for content marketing.

There are around 65 million decision makes on LinkedIn.

With figures suggesting that there are about 800m active users on LinkedIn, the density of people in decisive roles is far higher than any other social platform.

In short, LinkedIn publishing gives you access to the sort of audience that has a significant influence on sales decision-making.

On top of that, per DemandMetric:

more than 80% of consumers feel more positive about a company after reading their content
90% of customers find content marketing useful and say that it is more likely to make them take action.

In short, LinkedIn Publishing gives you access to a more concentrated audience of decision-makers.

On top of that, it also allows you to improve your brand image and push prospects to take action.

That alone should be enough for you to strongly consider using LinkedIn Publishing as part of your content marketing strategy.

Editor’s Tip: You should also be creating videos for LinkedIn. Here is our blog post on how to write a great video script for your brand

Why Should You Publish on LinkedIn?

#1. Re-Use Old Content

If you’ve been doing content marketing for a while, you are probably sitting on lots of older content.

While some of this content might be outdated, lots of it won’t.

Consider using some of your evergreen articles or brushing up your older content, so it’s more relevant.

A blog post that performed well in the past can be repurposed and edited for a LinkedIn audience.

#2. Provide Value to Connections that View Your Profile

Your three most recent posts show up as part of your LinkedIn profile.

You can position your best content to show connections your industry expertise or knowledge.

First and foremost, LinkedIn is a social platform.

So you can use it to drive connections with prospects by pushing them to your profile and sucking them in with engaging, helpful content.

#3. Establish Authority

One of the critical reasons for content marketing is establishing authority in a niche.

You can achieve this in lots of different ways, like through thought leadership, how-to guides, education resources, etc.

The primary aim is to let your audience understand that you know what you’re talking about.

From here, you can establish trust that will hopefully lead to sales, leads, subscriptions, and so on.

Many business leaders use LinkedIn to research companies.

For example, they could be scouting around for a specific product or service they need.

As mentioned in point #2, LinkedIn will show your most recent Publisher post on the page.

The correct headline or subject matter can lure in your ideal prospect.

Additionally, if your content marketing is good, you should get some engagement in the form of likes, shares, and comments.

These pieces of engagement can work as social proof for prospects.

Whatsmore, they’ll also improve your reach.

Making LinkedIn Publishing a part of your content marketing strategy can ensure that you get more eyes on your content.

And if you make sure your content is packed with valuable, helpful insights, it can provide a profound boost to your brand image.

#4. Stay Fresh in Your Prospects’ Minds

It’s a crowded and competitive market out there.

Staying at the forefront of people’s minds isn’t easy because there is so much content and information.

However, one of the best aspects of LinkedIn Publishing is that your connections are notified each time you make a new post.

These notifications can benefit your visibility if your content marketing strategy is curtailed to just your website’s blog.

Even if you currently promote your blog content on Facebook, Instagram, and other social networks, LinkedIn is an effective channel because of the higher concentration of decision-makers we mentioned earlier.

Our advice here is to write punchy, compelling headlines that will stand out on people’s feeds.

Steer away from clickbait because it won’t really suit the business tone.

But remember that people love lists and power words. Incorporate these into your headlines, and you’ll be more likely to get attention.

#5. Google Indexes LinkedIn Publisher Posts

If you know a bit about search engine optimization (SEO) writing, you’ll understand that the actual content you write is just one of the factors that Google uses to evaluate your position on the search engine results page (SERP).

One of the most influential parts of Google’s algorithms is E-A-T. This acronym stands for:

Expertise
Authoritativeness
Trustworthiness

The Expertise part judges the writer itself, while the Authority part factors where an article is published.

LinkedIn has a high domain authority, so the articles you post on LinkedIn Publisher can actually have a higher chance of appearing near the top of the SERP.

So if your website has a low domain authority, using LinkedIn Publisher can help your visibility.

#6. Improve Your Post Reach

We touched on this briefly in point #3, but it’s worth considering how LinkedIn Publishing can help you connect with new contacts.

Many of your connections will be in a specific industry or a niche in adjacent sectors.

You’ll probably have several connections in common but several that are not.

The beauty of using LinkedIn Publishing is that when you post an article, and one of your connections likes, shares or comments on it, their connections will get a notification in their news feed.

If your connections engage with your post, it will be shown to connections that are outside of your network.

You can monitor any engagement your article gets and use it as a way to connect with new users.

For example, if they agree with a specific point in your writing, you can use this as an icebreaker to message or connect with them.

Because they’ll be familiar with your product and hopefully have a positive image of your brand, they’ll be more receptive to your request.

#7. LinkedIn Pulse

LinkedIn Pulse is a feature that helps connect users with content they’ll like.

While LinkedIn hasn’t explicitly shared the algorithm, it’s thought that a lot of early traffic and engagement signals that LinkedIn should promote a post.

Having your post go viral can do wonders for your brand’s visibility.

Additionally, it can really help drive up your connections and open up revenue options via leads and new contacts.

If you can write great, helpful content that gets people talking, you can reach a far bigger audience than your connections and network.

Another bonus is that you’ll significantly increase your chance of getting a feature spot on LinkedIn’s weekly email, which means even more exposure.

#8. Grow Your Followers

Making connections isn’t the only way people can stay up to date on your content.

LinkedIn also allows you to grow an audience through their “Follow” button.

The aim of your content marketing will most likely be lead generation or conversions.

But the utility of followers is in how it enhances your social proof.

When prospects come across your profile, they will see how many followers you have.

Valuable, authoritative content will win you followers and connections.

These will boost your brand in the eyes of anyone who is checking out your business.

#9. Use Hashtags To Grow Your Audience

Just like other social media platforms, LinkedIn uses hashtags.

Hashtags are helpful because many people use them to find articles and information.

Additionally, many users follow particular hashtags to have content recommended to them.

Any content writing that you do on LinkedIn can use hashtags to connect with your potential audience.

Using hashtags is particularly important for businesses with a small existing network.

We all have to start somewhere, so instead of waiting for your network to build up to the point that people see your article, you can use hashtags to target hot topics.

You don’t need to connect with a user for your article to become visible via a hashtag.

#10. LinkedIn Analytics

LinkedIn Analytics is a great way to track users’ information.

While Google Analytics can help you track engagement and other statistics, LinkedIn is valuable because of the type of information you can track.

For example, it can tell you what kind of industries or job titles are interested in your posts.

Analytics are only available for about two years after you publish an article. But that’s plenty of time for you to get some valuable demographics on your audience.

Knowing this information can be beneficial. Are you targeting your ideal buyer persona?

Is your content appealing to a market that you didn’t know was there? How can you use this demographic knowledge to influence the type of content you are creating?

You can feed all of these insights into your content marketing strategy or your overall business strategy.

#11. Publishing LinkedIn Articles is Free

Running a blog costs money and maintenance.

These days, some companies eschew having their own website and just operate on social media.

While this practice won’t work for every business, I feel like we are seeing this happen more.

Whatever the reality is, it’s 100% free to publish there. So if you are a B2B company working on a super tight budget, this could be an appealing perk.

Why Shouldn’t You Publish On LinkedIn?

Of course, nothing is perfect. If you need to answer the question of should I publish articles on LinkedIn, you’ll need all the information. Here are a few of the disadvantages to posting on LinkedIn.

#1. Competition

There are plenty of companies out there that aren’t taking advantage of LinkedIn as a place to post content marketing.

However, there are plenty that are.

While this isn’t a disadvantage specific to LinkedIn, it is something that you’ll have to think about when deciding on your strategy.

For example, if you plan to target popular hashtags or keywords, you can be sure that many other articles will also use these phrases.

In fact, your post will be competing against all of the pieces that target those words.

There are a couple of ways you can look at the competition.

You can throw your hands up and say that it’ll be too hard for you to compete. Or, you can use it to drive yourself to be better.

For example, before you publish your article, look at what else appears when you search that keyword.

Look at the headlines and the top articles.

What is missing?

Do you have a unique take on the subject?

Is there something your competitors are getting wrong?

Instead of writing articles with information that’s been covered a lot already, try and produce something new.

#2. The LinkedIn Algorithm

While a fair amount of your content marketing will be aimed at your connections (and their connections, if possible), you’ll also want to take advantage of things like LinkedIn Pulse to spread your message as wide as possible. However, how to achieve this isn’t always clear.

Unfortunately, things aren’t as easy as publishing great content and sitting back while it goes viral.

LinkedIn has a way of determining what posts get shared beyond your network of connections: first, it needs their seal of approval.

So, when you publish an article, it gets shared with a small sample of users.

Depending on how they like, share, or comment on your content, then it will be passed onto LinkedIn editors.

From there, they will decide if they think that the content deserves a bigger audience.

Without the right network of engaged and interested connections, it can be difficult for even great content to get off the ground and in front of editors.

#3. A Lack of Options and Control

LinkedIn Publishing has a very clean and straightforward interface. In many ways, this can be seen as a plus. Yet, in other ways, it’s a disadvantage.

For starters, your formatting can be restricted by the parameters of the LinkedIn word processor. Fonts, formatting, and even image size are all limited. To be clear, for most purposes, this won’t be a major issue.

But if you have a distinct branding style that helps you stand out from the crowd, it won’t always be possible with LinkedIn Publishing’s format.

#4. Lead Generation

Publishing articles on your own website gives you a huge amount of freedom.

You can include links, calls to action, offer downloadable content, links to your newsletter, etc. While some of this lead generation activity is possible on LinkedIn, it’s not really their primary goal.

LinkedIn is set up to make users stay on their platform.

They have their own bills to pay and advertising to sell.

For example, you can use a blog on your own website to attract readers and feature an unobtrusive popup that lets users sign up for your newsletter via their email addresses. These features aren’t available on LinkedIn.

LinkedIn Publishing: Tips and Best Practices

Now that you know the advantages and disadvantages of publishing on LinkedIn, it’s time for some tips and best practices.

Like most content marketing, publishing on LinkedIn can bring mixed results.

The articles you think will make a huge impact can often get a little traction, while some that you don’t think are great will really take off. It’s a process of trial and error, but when it comes good, the results can be spectacular.

Here are our top tips for writing an article that gets lots of likes, shares, and comments.

#1. Understand the Algorithm

Unless you already have lots of connections with big decision-makers in your industry, you’ll need the help of the LinkedIn algorithm to reach a wider audience.

LinkedIn’s promise is that your news feed will be populated by “people you know, talking about things you care about”. So, in lieu of LinkedIn sharing the inner workings of their algorithm, this should give you some idea of how they prioritize the content they distribute.

Writing content that is relevant to your connection’s interests is essential.

Additionally, producing content that gets high engagement among your connections is required for LinkedIn to promote it beyond your network.

So, pick topics that get people thinking and talking and that are relevant to your brand.

#2. Don’t Use the LinkedIn Word Processor

LinkedIn’s word processor is a sturdy and functional tool. It allows you to save drafts and has some valuable functions. However, it’s not as powerful as Microsoft Word or Google Docs.

Sharing documents with other colleagues before you post them is relatively tricky for starters. Additionally, LinkedIn doesn’t have a built-in spell checker. That said, if you use Grammarly, it works pretty well with LinkedIn.

#3. Don’t Be “Salesy”

While content marketing has a clear goal, LinkedIn Publishing (and its audience) prefers a more subtle approach.

So go easy on the hard sell and instead aim for useful and helpful articles and offer users insight and knowledge.

Don’t lose sight of the fact that LinkedIn is a business social media platform.

People are there to learn and connect with industry peers, not to be aggressively targeted by advertisements in the guise of long-form copy.

#4. Write in a Simple, Clear, and Conversational Tone

When you are writing marketing content, you also need to consider where this content appears.

Many of your connections will be accessing LinkedIn on a smartphone or other mobile devices.

As such, they’ll appreciate content that isn’t overly technical or filled with jargon.

Of course, depending on your industry, you won’t be able to get away without using shorthand, abbreviations, or other “inside baseball” terms. But if you want to reach out to an audience outside of industry readers, it’s best to write in plain and simple language.

Remember, too, that LinkedIn has a big international audience. So don’t isolate intermediate speakers.

#5. Promote Your Articles Across a Few Different Channels

LinkedIn articles will promote your content to your connections, but there’s no reason why it should stop there.

While the algorithms can help in some cases, you shouldn’t necessarily rely on them to do all the work for you.

So, remember to promote your article on your LinkedIn profile and among any relevant LinkedIn groups you’re part of.

Additionally, you can also promote it on your company Facebook, Instagram, Twitter, and even on your newsletter.

Why Hire A Ghostwriter For LinkedIn?

As we’ve said in the introduction, ghostwriters can help business owners get their vision (thought leadership) into the world.

For busy professionals, time is a precious commodity.

Creating well-researched and well-written content regularly can be time-consuming.

A ghostwriter takes this burden off your shoulders, allowing you to focus on your core responsibilities while still maintaining an active and influential presence on LinkedIn.

When delivered right, thought leadership content can:

Boost credibility and awareness: Most times, content marketing entails raising awareness and growing the credibility of a brand. By getting your ideas to the world, you can raise awareness. Also, having something meaningful to tell your audience boosts credibility.
Increase Respect: According to Per Edelman, about 90% of decision-makers say that effective thought leadership boosts respect for a business, organization, or enterprise.
Raise Trust:88% of decision-makers say that thought leadership increases their trust in the product or services offered by a company or organization.
Improves other Individuals Perception of your capabilities: It’s no secret! Effective thought leadership will improve customers’ perception of your business capabilities.

Ghostwriters make it possible for business owners to enjoy all these benefits of thought leadership. In fact, most decision-makers are ready to pay a premium for content that displays thought leadership.

With that out of the way, below are the advantages of working with a ghostwriter.

A Ghostwriter Saves You Time

Ghostwriting helps business executives save time, especially those working in larger organizations where tasks multiply drastically.

By assigning writing tasks that are necessary to boost brand awareness, the executives can direct their focus on other time-sensitive projects.

Imagine if a 100-word email can consume more than 20 minutes.

What about a full-length article that requires in-depth research and several rounds of editing and proofreading?

It’s hard to gain back lost time, that’s why business leaders and executives on a brand-building mission should hire ghostwriters.

As such, they can have extra time on their hand to focus on other urgent tasks.

They Know How to Get Noticed

Not so long ago, most leaders hired ghostwriters to only boost the voice of the business.

But today, most ghostwriters have a good understanding of writing with SEO in mind.

Yes! LinkedIn also works with SEO. LinkedIn SEO works the same way as SEO on various websites.

Strategically placed keywords throughout your LinkedIn content makes it easier for your piece to get found by the LinkedIn search algorithm and rank at the top of search results.

SEO even applies to your LinkedIn profile.

If you have little understanding of SEO, you can hire a ghostwriter who will ensure your profile is SEO optimized.

The ghostwriter will naturally integrate all the relevant keywords into your profile to avoid keyword-stuffing.

Using Keywords in your Profile and blog posts will drive you to the top of LinkedIn search engine rankings.

This means people will easily find your business and read what you have to say.

Developing good content that converts is no simple task.

It requires experience and in-depth knowledge. That’s exactly what a professional ghostwriter brings to the table.

Editor’s Note: You might consider hiring a writing coach. Read our blog post to ensure you hire the right person for the job.

To Create A Strong Personal Brand

Close up of contemporary young woman holding Like word while filming a video for beauty and lifestyle channel against yellow background, copy space

For business owners, a strong personal brand means increased brand awareness and trust by potential customers.

Keep in mind that your brand is the only asset you have that will be around as long as you’re living, so it’s wise to invest in it.

The only catch is, building a powerful brand entails creating loads of thought-provoking LinkedIn content, which is often exhausting and time-consuming.

Because of that, you need help from ghostwriters.

Ghostwriters will not only spearhead your email newsletter but also develop viral LinkedIn content to increase your brand presence.

A ghostwriter will take your personal thoughts and use it to grow your online audience.

Ghostwriters Proactively Come Up with New Ideas and Opportunities

Ghostwriters, especially those backed with a PR team can approach business with opportunities to help them get their message out to key audiences, including finding new topics relevant to your industry.

To Convert Nebulous Ideas into Convincing Arguments

If you have a bunch of business ideas and you don’t know how to put them down in writing, consider hiring a ghostwriter.

A ghostwriter will not influence your thinking but will make the best out of your thoughts by converting them into interesting content accessible to your LinkedIn audience.

Why You Shouldn’t Hire A Ghostwriter For LinkedIn

It’s hard to find and Hire Ghostwriters

You might have a hard time finding the perfect ghostwriter for your LinkedIn content since there’s no reliable marketplace for ghostwriters.

To find a ghostwriter, you must look in many platforms or marketplace, and all of them will have individuals quoting a different price.

Plus, you have to first evaluate the writing skills of the writers before hiring.

This way, the writer will deliver the kind of content you’re looking for. If you’re new to this, this process might seem so difficult.

Ghostwriting is Expensive

Ghostwriters often charge a higher price for their services.

Well, this is justified since they require a portfolio to survive.

A writer’s portfolio displays his work by line.

But they can’t add ghostwritten content to their portfolio, meaning they can’t get credited for their work.

Because of this, ghostwriters end up demanding higher wages than other writing experts.

Non-ghostwriters offer Free Marketing

Most writing experts love sharing their best work with the world.

So, if you hire a writer and he loves the content he has created, he will most likely share with his audience on social media or any other platform.

As a result, you get free marketing for your business and brand.

Project Briefing

Once you’ve found a ghostwriter, you have to negotiate a deal and set proper expectations.

You must set some time aside to prepare your project brief, so the writer understands all the requirements and your objectives for the content.

Failing to prepare a project brief might leave you with poorly curated LinkedIn content.

Why LinkedIn Is A Good Place to Promote Your Content

LinkedIn is one of the best platforms to build brand awareness and relationships with customers.

By creating and posting engaging content on LinkedIn, you can market your business and your brand to your potential customers and business partners.

Here are few reasons you should use LinkedIn to promote your content:

Targeted Reach

LinkedIn boasts over 756 million professionals worldwide.

So irrespective of who your B2B customers are, they’re most likely on the platform already.

That’s not all!

The platform targeting parameters and deep filters can help you orient your campaigns and refine the reach of your message.

Versatility

Today, content marketing strategies entail distinct forms of materials, including written posts, infographics, videos, pictures, and more. The marketplace allows you to incorporate all these styles into your content.

Thanks to native video functionality, content creators can use visual content marketing to drive more social engagement.

Measuring Results On LinkedIn

Measurement and optimization are essential elements of a content marketing strategy.

LinkedIn gives you access to a vast number of analytical tools.

Therefore, business leaders can track the audience interacting with their content and how.

Also, they can test different headlines, pictures, content and adjust their marketing approach based on the data.

How to Effectively Use LinkedIn (With Or Without A Ghostwriter)

Create an Outstanding Profile

LinkedIn’s Internal search algorithm only displays profiles ranked as “Complete”. So, you need to ensure you complete yours to rank higher.

Keep in mind your profile is a crucial part of your personal brand.

When creating your profile, consider these essential things.

Add a quality photo of yourself
Add a background image to make your profile spark and reflect professionalism and personality
Mention your industry and location
Add a short summary about yourself
Include previous work history, area of expertise, education, and so on
Don’t forget to add to your current position and what it involves

If you want to become a better writer check out the Top 10 Podcasts for Writers

Create Connections with Other LinkedIn Members

Invite anyone to connect and accept invitations so you can grow your network.

Remember, when you make a new connection, you gain access to the person’s public connections too.

Talk

The platform allows you to have real-time conversations with connections once you’ve connected with them.

LinkedIn’s Active Status feature allows you to see which of your connections are online.

The Smart Replies feature will let your send automatically generated responses (Great, thanks, and more).

This way, the account holder can keep their conversations quick and productive.

Give and Receive Recommendations

Recommendations and Endorsements help to confirm you have a specific skill set, for example, leadership.

Also, they help you stand out from the crowd.

Utilize LinkedIn Groups

You can create of Join groups to share and discuss ideas and industry news.

By doing this, you can develop a big professional network to promote your business and brand. Groups also act as a valuable source of information, support, and ideas.

Create Engaging and Useful Content for LinkedIn

Creating and posting content is the best way to reach your potential customers and partners on LinkedIn.

Therefore, ensure you post something that informative and relevant to your business and professional connections, whether it’s a video or a written post. You can also publish full articles through the LinkedIn Publishing Platform.

Boost Your Business Profile

Set up a Company LinkedIn page to increase your business brand visibility and products or services.

The page will tell your company story, so clients, consumers, suppliers, and new hires can find more information.

Use LinkedIn analytics to identify the number and type of individuals who visit your page so you can target your content more effectively.

Cost of Hiring a Ghostwriter For LinkedIn

The cost of a ghostwriter for LinkedIn content depends largely on the scope of your project.

Are you looking for a one-off article, regular posts, or a complete overhaul of your LinkedIn profile?

The more extensive the project, naturally the higher the cost.

It’s important to clearly define your needs to get an accurate quote.

Ghostwriters come with varying levels of experience and expertise.

A seasoned writer with a track record of successful LinkedIn content might charge a premium but can offer greater insight and a more engaging writing style.

Less experienced writers might be more affordable, but the quality and impact of their work might differ.

Lastly, the complexity of the content also plays a role in determining the cost.

Technical or highly specialized content often requires ghostwriters with specific expertise, which can increase the price.

General business or motivational content might be priced more affordably.

Last Thoughts On Hiring A Ghostwriter For LinkedIn

Hiring a ghostwriter for Linkedln content creation is a good idea.

They can help you curate blog posts, articles, and other content to help you stay on top of the minds of the core professionals in your network and ultimately get you more customers.

(And hey, who doesn’t want more customers?!)

Sharing the content will also allow you to rank higher on Linkedln, and in Google to expand your brand awareness and reach.

Providing clients, potential customers, and vendors with direct access to your ideas and opinions through LinkedIn content is undeniably important, and it will position you as an integral industry influencer.

Should I Hire A Ghostwriter for LinkedIn? (Updated for 2024)