If writing is not your specialty, finding and hiring a freelance content strategist, manager, writer, copywriter, or designer may feel like a guessing game, but these models can get you started on finding a good match for your company. Tempting as it may be, successful companies do not hand over their brand narrative to Chat GPT. The good news is once you have a professional under contract, you can actually get some work done.

Here are my thoughts on the ill-advised hiring trend in content marketing — specialization. I spell out why a content generalist may be the way to go for startups. This is a heads-up to the hiring manager who understands time in the early stage is valuable and turnover is toxic.

Executive ghostwriting is a skilled service that helps corporate leaders add personal context and market differentiation to a business’s go-to-market strategy. It enhances the value of a leadership team and brings strategic insight and visibility to the corporate vision. When executed well, with frequency, and consistently, executive ghostwriting can change the trajectory of a business for the better and help members of the leadership team strengthen their personal brand.

Creating highly visible content for the C-suite is a time-sensitive endeavor, so how do CMOs and Marketing Directors ensure they’re not wasting everyone’s time by hiring the wrong person? Below is a list of qualities to look for in an executive ghostwriter or anyone who is taking the lead on your company's content initiatives.

So you’re a member of the C-suite or a Vice President of a promising new startup that’s finally ready to scale—amazing! Blood, sweat, and tears don’t even begin to describe what you’ve put into the company. But you’re tapped out; you can’t possibly add anything to your plate to raise the next round, get acquired, go public, add headcount, or just keep the lights on. Well, there is something you can and must do to move your company to the next level. You need to take the advice of your Chief Marketing Officer and start working with an executive ghostwriter.

Resharing the recording of a great conversation about creating content marketing strategies from the podcast All Things Growth with go-to-market expert Christina Del Villar. In this episode, titled "Not Everyone Should Write," we cover a lot, including:

- How my background (editorial, branded consumer content, VC, startups) informs my work (2:12)
- The crucial role content strategy plays in all businesses (5:11)
- How content works with the go-to-market strategy (8:20)
- How to set up a strategy for success (11:28)
- How to create content that also helps customers (19:02)
- Who should be responsible for the go-to-market strategy (27:23)
- Main takeaways (29:05)

We also have a few laughs. Please give it a listen or share it with someone who may need a content intervention. 🌼

Listen on Apple Podcasts, Spotify, or wherever you find your favorite podcasts: https://lnkd.in/g4BYvYSX