LinkedIn ghostwriting has become a big business for PR firms as executives look to boost their profiles on the platform. Many executives do not have the time to curate their own content, so they turn to PR firms for help with writing and strategy services. Big consumer-facing PR firms like Weber Shandwick, Zeno Group, BCW, Ketchum, and Ogilvy are offering LinkedIn editorial services, including ghostwriting, to help executives build their personal brands. These firms work closely with executives to ensure that the content matches their voice and resonates with their audience.
PR firms are finding that it is becoming harder to secure press coverage for clients, which is leading to an increase in demand for LinkedIn ghostwriting services. With the rise of workfluencers and thought leaders on LinkedIn, executives are now looking to build their personal brands on the platform to connect directly with their audience. In some cases, PR firms are incorporating LinkedIn content creation into their existing media relations services, allowing executives to go direct to their audience without the need for traditional media coverage.
The trend of LinkedIn ghostwriting has surged in popularity, particularly within the middle market and specific industries like tech, finance, healthcare, and consulting. PR firms like Prosek and Sharp Pen Media are offering ghostwriting services for LinkedIn as part of broader content contracts. These firms are finding success in helping executives establish credibility and authority on the platform through data-driven measurement strategies that target specific audiences and objectives, such as follower growth and engagement opportunities. Coordination of multiple executives’ posts is also key to reinforcing messaging.
While ghostwriting for LinkedIn is currently a human-led process, the rise of generative AI poses a potential threat to the industry. AI tools like ChatGPT are able to replicate a person’s voice by 50% to 60%, and some firms are already experimenting with AI for content creation. However, there are risks involved in implementing AI, including issues with factual inaccuracies. PR firms like Farrer Kane are cautious about using AI for ghostwriting but acknowledge that it may become a viable option in the future as the technology evolves.
LinkedIn has been capitalizing on the trend of ghostwriting by introducing features like creator tools and Thought Leader ads that allow users to promote their posts on the platform. The relationship between executives and PR firms on LinkedIn can take various forms, from strategic guidance on leveraging the platform to full-service content creation, posting, and engagement. As the demand for LinkedIn ghostwriting services continues to grow, PR firms are finding new ways to add value to their clients by demonstrating expertise in creating communication strategies that drive buzz and sales for companies in an increasingly competitive market.
Overall, LinkedIn ghostwriting is becoming a key component of executive visibility for companies looking to establish thought leadership and connect with their audience on the platform. PR firms are finding success in offering LinkedIn editorial services, such as ghostwriting, to help executives build their personal brands and reach a wider audience. As AI technology continues to evolve, the future of ghostwriting for LinkedIn may see a shift towards more automation, but for now, human-led content creation remains a crucial tool for PR firms to connect executives with their target audience on the platform.