Thinking about contracting a ghostwriter for your content marketing? Finding the right approach to collaboration can make all the difference in your results!
Perhaps you’re a small business owner, and you’ve been doing your own writing for a long time. You might even enjoy it! But now that you’re growing, you need to take something time-consuming off your plate, so you decide to delegate it to a trusted ghostwriter. Where do you start? How can you make sure your content quality doesn’t suffer?
Or maybe you’re a marketing agency owner, and you’ve always handled copywriting and content writing in-house. But now you’ve reached capacity, and copywriting is becoming an unnecessary bottleneck. Your clients deserve better than what AI can deliver, and you want to find a reliable writing partner who can work with you on a white-label basis.
Either way, I’m willing to bet that you feel very protective of your brand voice, company mission, and reputation!
I’ve worked with dozens of clients who had never hired a copywriter, content writer, or ghostwriter before they worked with me. A handful had even had bad experiences with prior writers, especially when it came to meeting deadlines and maintaining a high level of quality.
Finding a great writer is critical – but just as importantly, you need to know how to work with her/him to set your relationship up for success.
Today, I’m sharing five practical, tried-and-true ways to work effectively with your ghostwriter. The objective is to clearly and cleanly hand off important thoughts and ideas so that your ghostwriter can craft on-brand content that aligns with your marketing goals. These tactics will set up your partnership for long-term success.
Tactic #1: You Draft, They Clean Up
You may already have a good idea of what needs to be said, but you struggle with the “polish.” Or perhaps you have an AI-generated draft that could really use a human touch. An experienced second set of eyes could be exactly what you need.
In this scenario, the writer is more like an editor – but with a strong sense of tone, flow, and marketing objectives. They can use their expertise to tighten, expand, or improve copy, transforming it from “just fine” to “excellent.”
Here’s another idea: Let’s say you have a backlog of old content that needs refreshing. This could be old blogs that need updating, outdated social media posts that have solid bones but need new sparkle, or a landing page that needs reworking. A ghostwriter can take any of this content off your hands and give you something brand-new to publish!
Tactic #2: Content Brief / Materials Handoff
This is often the most efficient approach for business owners and agencies that have already developed marketing assets and content strategies. Instead of starting from scratch with every project, you’re giving your ghostwriter everything they need to hit the ground running.
This method works particularly well when you have a clear content strategy but lack the time to execute it yourself. Your ghostwriter becomes an extension of your marketing team, working within the framework you’ve already established.
Here’s a list of helpful reference documents that could be included in your writer handoff. You don’t need every single bullet point listed here, but the more you can give your ghostwriter, the better content they can create!
Helpful Reference Documents
- Brand guidelines (voice, tone, personality traits)
- Client testimonials and case studies
- Competitive positioning / key selling points
- Comprehensive FAQs
- Content calendar
- Developed campaign messaging
- List of competitors or inspiration accounts
- Mission statement, vision, and/or core values
- Most effective calls-to-action
- Preferred industry authorities (sources for citing)
- Promotional priorities (products, services, offers)
- SEO keyword list
- Searchable database/library of past content (e.g. blogs, white papers) with links
- Social media content buckets/pillars
- Style guide (preferred terminology, words to avoid, industry-specific language)
- Target audience persona(s) and pain points
For agencies, consider providing content briefs tailored to each project you want the writer to deliver.
The beauty of this approach is that it allows your ghostwriter to produce multiple pieces of content with minimal ongoing input from you. You’re essentially creating a content creation system that can be replicated efficiently!
Tactic #3: Live Touchbase Meetings
Sometimes the best content comes from a live conversation. A face-to-face (often virtual) session allows your ghostwriter to ask clarifying questions and dig deeper into your expertise, goals, and content needs.
This approach works especially well when you’re launching something new or tackling complex topics that require a nuanced understanding. Or if you’re trying to establish thought leadership through a regular blog and/or email newsletter, a live session is a great way to convey your specific expertise and opinions.
All you have to do is schedule a 30-60-minute live meeting where your ghostwriter interviews you about the topics at hand. Come prepared with talking points, but your writer can also lead this conversation, as they might have specific points to clarify.
Make sure you or your writer records this meeting, so they can reference specific quotes and capture your authentic voice. Some of my best client content has come from my notes during these strategic conversations!
These can also be recurring sessions – especially if your ghostwriter is delivering monthly blogs, emails, and/or social media content. I’ve found that a monthly or quarterly cadence works really well.
A word of caution: I’ve found that editing content while on a video/phone call is typically not a good use of time. Use these meetings to discuss, brainstorm, and strategize.
Tactic #4: Asynchronous Briefings
Low on time but still need to convey information to your writer on a regular basis? Try sharing content using this more flexible method! Simply record voice memos or videos, or write content briefs. Your ghostwriter then transforms these notes into polished content.
Voice memo approach
Record yourself talking through key points, personal anecdotes, and any specific messaging you want included in your content. Your ghostwriter will structure these insights into compelling content.
Video briefing method
Record a 10-15 minute video explaining your content goals, key messages, and any important context. This is especially effective for complex topics or if you need to share your screen for clarity.
Written brief option
Create detailed outlines with bullet points, relevant links, and specific requirements. Include any phrases you definitely want to include (or avoid), target word count, SEO keywords, and desired outcomes.
Tactic #5: Full Creative Partnership
If you’re like many busy working professionals, you just want to “set it and forget it” when it comes to your content writing partnership. This approach requires the highest level of trust but delivers the greatest time savings and scalability. And let me tell you, it works – as long as you’re willing to invest some time up-front in exchange for long-term convenience!
Handing off writing means your ghostwriter takes complete ownership of your content creation. They will research topics, create the content calendar, and write finished pieces that require minimal input from you. You’ll probably start with one of the tactics listed above and then progress into this one as you get more comfortable working together.
“Full handoff” doesn’t mean you won’t have input, of course. Many of my clients who trust me with their content creation still want to see the final draft before it publishes – and I wholeheartedly support their input, no matter how long we’ve been working together! We typically use Google Docs or Google Sheets so both parties can leave notes, ask questions, and refine the written copy.
Pro Tip: Expect to provide more feedback at the beginning of a writer relationship, as your ghostwriter gets to know the brand. This is especially true in niche or complex industries, where they are most likely learning as they go. An experienced content writer will accept feedback and willingly make changes because they want to make sure the content is meeting your expectations.
Making the Most of Your Ghostwriter Relationship
Whichever approach resonates most with your working style and business needs, remember that building an effective partnership with a ghostwriter is an investment that pays dividends over time.
The longer you work with a writer, the better it gets. You’ll be surprised by what a good content writer can do – and how quickly a great writer can catch on! What starts as careful collaboration often evolves into a seamless, nearly hands-off experience where your writer anticipates your needs, captures your voice flawlessly, and delivers authentic, high-quality content.
Whether you’re a small business owner ready to delegate content creation or an agency looking for reliable white-label support, the right ghostwriter can become one of your most valuable business partners. After all, your time should be spent on what you do best!