When you’re building a thought leadership program, you’re essentially shaping your organization’s voice in the market.
That voice may start with a few blog posts or a newsletter, growing into research reports, keynote speeches, and articles that drive industry conversations.
But as the program evolves, one question looms: When do you stop relying solely on freelance ghostwriters and bring on a journalist as a permanent hire?
It’s a nuanced decision that depends on your program’s maturity, your resources, and your goals. Here’s how to navigate it.
Ghostwriters: The Flexible Freelancers of Thought Leadership
Freelance ghostwriters are often the unsung heroes of emerging thought leadership programs. They provide the flexibility to scale content production up or down as needed, without the overhead of a full-time employee.
In the early days of a program, ghostwriters are invaluable.
They excel in what I call “blitz” and “semi-blitz” idea production—content sprints to get your ideas out quickly and consistently.
Need a thought piece from your CEO in a couple of days? A skilled ghostwriter can draft it, refine it, and ensure it aligns with your brand voice.
This flexibility is especially important when your program is still being defined. At this stage, your focus should be on producing foundational content—articles, blogs, and points of view that establish credibility and demonstrate expertise. Freelance ghostwriters are well suited for this task.
When Your Thought Leadership Evolves, So Should Your Team
As your thought leadership program matures, the stakes change. You’re no longer just explaining who you are—you’re shaping industry narratives, conducting original research, and producing content that demands sustained effort and deeper expertise.
This is when you may need a journalist on staff. Unlike ghostwriters, who work project by project, a journalist embedded in your organization can focus on developing long-term, high-impact content strategies. They bring investigative skills and a nose for newsworthy angles.
However, timing is everything. Hire too early, and the journalist may flounder without the necessary infrastructure to support their work. A journalist isn’t there to build your program’s foundational systems; they’re there to elevate it.
Testing the Waters: Finding the Right Journalist
When you’re ready to make the leap to a permanent-hire journalist, start small. Offer potential candidates a test project—a feature article or an opinion piece that they must write as a tryout. This will help you gauge their ability to adapt to your brand’s voice and handle the demands of your thought leadership content.
Look for journalists with experience working inside organizations. Newsroom veterans may struggle to transition to the corporate world, where priorities and ways of working differ significantly.
Ideally, the journalist you hire will also have experience with AI tools, enabling them to research efficiently and work quickly.
Why You Still Need Ghostwriters
Even with a journalist on staff, freelance ghostwriters remain a critical part of the team. They can handle the blitz and semi-blitz idea production, ensuring a steady flow of content that supports your day-to-day needs. This allows your journalist on staff to dive deep into the complexities of your content and organization.
Hire The Right Journalists At The Right Time
According to the 2024 Edelman-LinkedIn thought leadership study, 54% of decision-makers and C-suite executives say that an organization that consistently produces high-quality thought-leadership content has prompted them to research the organization’s offers or capabilities.
This underscores the importance of standing out in the crowded content landscape and doing that consistently. To succeed, you need a blend of speed, depth, and originality—qualities that come from both freelance ghostwriters and journalists on staff.
Remember, thought leadership isn’t a sprint—it’s a marathon. The key isn’t just hiring the right people; it’s hiring them at the right time.