Gotham Ghostwriters
Secrecy is a ghostwriter’s M.O. — great for clients… but not so much for marketing
So how do you grow brand awareness and generate leads for a business whose products and prices are invisible?
That’s the challenge I faced as Director of Marketing at Gotham Ghostwriters.
Content Marketing
Ghostwriting Confidential Campaign
We couldn’t reveal clients or writers, but we could shed light on the industry.
Most people have heard of ghostwriting, but few understand it. Given this lack of public awareness, I saw an opportunity for Gotham Ghostwriters to educate the public and raise the visibility of this historic profession.
To offer an authoritative and global perspective, we partnered with the U.K.’s leading ghostwriting collective to create Ghostwriting Confidential 2021: An Inside Look at a Growing Global Industry.
The goal of the campaign was to address the major questions about the industry and break down how the entire process works.
A new blog post was released every week, which offered an in-depth exploration of questions such as “What is ghostwriting—and what does it mean today?” and “How do you work with a ghostwriter?”
To invite interest and drive engagement, I also translated each post into digestible social content across our platforms (like a grocery store receipt breaking down prices).
We also created a webinar that gave our audience the opportunity to directly ask a panel of ghostwriters about their experiences.