30 Jan Why Your CEO’s Content Needs a Marketer, Not Just a Ghostwriter
With social media becoming an increasingly essential tool for executives to build their personal branding, establish thought leadership, and support business objectives, the demand for content creation continues to grow.
While some in-house marketers can support their executives, they’re often too busy with marketing the company brand, or they may not be familiar with the different strategies involved to effectively position an executive.
Many executives turn to ghostwriters to help maintain an active presence, often seeing it as a time-saving solution. However, while ghostwriting has its place, it’s crucial to recognize the unique advantages that experienced digital marketers bring to the table. A marketing-driven approach ensures that social media content doesn’t just sound engaging, but also actively contributes to broader business goals.
The Role of a Ghostwriter in Executive Content
Ghostwriting — the act of writing content on behalf of someone else — is a popular method for creating content for executives, and with good reason. Ghostwriters are skilled at crafting polished, engaging content that embodies the executive’s voice, saving time and allowing leaders to remain active on social media without dedicating hours to researching and writing.
For leaders looking to get onto social media, working with a ghostwriter can help them build a consistent presence. In most cases, executives or their in-house marketing teams are the ones who review the ghostwriter’s work and provide edits.
However, ghostwriting typically focuses on the execution — writing well, staying on-brand, and keeping a steady flow of posts going out — without considering the larger strategic impact of the executive’s personal brand or having a deep knowledge of social media platforms. In many cases, how the content serves business objectives and drives long-term social media growth are secondary objectives.
The Digital Marketer’s Advantage
This is where the marketing side comes in. Executive social media marketers are essentially digital marketers who specialize in positioning CEOs and executives on social media. While ghostwriters are experts in writing, marketers also understand the underlying strategies that make content effective on social media. They know how to design content that resonates with the target audience, whether it’s through insightful thought leadership posts, sharing industry trends, or brand storytelling that aligns with the company’s values.
Marketers are also keenly aware of social media platforms. What works on LinkedIn might not have the same impact on Instagram or Bluesky, and marketers can tailor content to best suit the platform a post is being shared on.
The key advantage of having a marketer write content for your executive is the combination of creativity and strategy.
But here’s something to remember: marketers aren’t just writing posts for the sake of posting on behalf of the executive. They’re building a comprehensive, strategic content plan that aligns with the executive’s goals, the company’s brand, and business objectives.
The Importance of Creating Strategic Social Media Posts
For executives unfamiliar with social media, it’s easy to get caught up in the flow of posting content simply to “stay active” on social media, but content creation needs a clear strategy, especially when driving toward business objectives.
Digital marketers don’t just push out content. They make sure it’s aligned with goals, whether it’s increasing brand awareness, positioning the executive as a thought leader, showcasing company culture, or generating website traffic.
A marketer will assess the overall content strategy to make sure every post serves a purpose. That’s why even “fluff” or personal content has its place in a content calendar, serving the strategic purpose of humanizing the executive and, by extension, their company brand.
Executive Social Media Marketers Drive Long-Term Success
A key difference between marketers and ghostwriters is that marketers bring a long-term, data-driven approach to content creation, in addition to developing compelling social media posts.
In other words, executive social media marketers are strategic, not just executional.
Rather than simply focusing on the immediate output, marketers track performance over time, monitoring metrics like engagement and click-through rates to adjust the strategy based on the executive’s primary objective. This ongoing optimization is absolutely critical for success and it’s why our clients value their partnership with Influential Executive.
It’s this combination of creativity, strategy, and data-driven decisions that sets executive digital marketers apart, and it’s why partnering with a marketing-driven team is essential for any executive looking to make a true impact on social media.
If you’re interested in learning more about how to position yourself or your company’s leader on social media, click the button below and connect with a marketing expert today.
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