Ghostwriting
Also: Ghost-writing
Writing content published under someone else's name, typically a founder or executive, in their voice.
Why it matters
Ghostwriting lets busy founders and executives build a personal brand and thought leadership without spending hours writing. Personal voices outperform company accounts on social and in trust, so capturing an executive's expertise in their voice is high-leverage. It is the engine behind most founder-led content.
What good looks like
Good ghostwriting is indistinguishable from the person's own voice and grounded in their actual views, not generic thought-leadership filler. If the posts sound like marketing wrote them, the audience can tell and the trust evaporates.
Related terms
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