LinkedIn ghostwriter vs. LinkedIn strategy agency: what should B2B founders hire?

By Christine Orchard, Founder of Orchard Strategy. Former Head of Marketing at Arc.dev. Published October 20, 2026.

The short answer

Hire a LinkedIn ghostwriter if you know what you want to say, who you're trying to reach, and how LinkedIn fits into your business. You just need someone to help you write consistently.

Hire a LinkedIn strategy agency if you're still figuring those things out, your content isn't reaching potential buyers, or you're tired of being the person responsible for making every LinkedIn decision.

Here's what I'd pay attention to: How much of the thinking and decision-making are you actually handing off?

I've worked on LinkedIn content for founders and executives for years, and one thing I've noticed is that hiring someone to write your posts doesn't necessarily get LinkedIn off your plate.

You might stop writing the posts yourself, but you're still coming up with ideas, deciding which ones are worth publishing, reviewing drafts, and figuring out whether any of it is working.

For some founders, that's completely fine. They know exactly what they want to say and just need someone to write it.

But if you're struggling to figure out what to post in the first place, hiring someone to turn your ideas into better sentences probably won't solve much.

Disclosure: I run Orchard Strategy, a LinkedIn strategy and content agency. I have an obvious perspective here, but I'll explain where I think hiring a ghostwriter makes more sense.

LinkedIn ghostwriter vs. strategy agency: What's the difference?

There's some overlap between the two. Good ghostwriters often help develop ideas, advise on topics, and offer strategic input. And not every agency provides the same level of strategic involvement.

The bigger difference is usually how much responsibility the person or team takes on.

One question I'd ask any prospective ghostwriter or agency is:

"What decisions will I still be responsible for making after I hire you?"

The answer will tell you a lot more than the list of deliverables.

When hiring a LinkedIn ghostwriter makes sense

A good ghostwriter can be an excellent investment, especially if you already understand your audience and what you want your content to accomplish.

I'd lean toward hiring a ghostwriter if:

• You know what you want to be known for. You have a clear point of view and know which topics matter to your potential customers.
• You already have ideas. You regularly come across things worth sharing through your work, customer conversations, or industry experience.
• You know LinkedIn is reaching the right people. Your content is already attracting potential buyers, and consistency is your biggest challenge.
• Someone owns the broader marketing strategy. That might be you, a marketing leader, or another person on your team.
• You enjoy directing the content. You want to decide what gets published and have someone else handle the writing.

If that sounds like you, hire a good ghostwriter. You probably don't need an agency.

Just be realistic about how much time you'll still spend directing the work.

Even a talented writer needs context. Someone has to decide which ideas matter, how they support the business, and what to do when the content isn't working.

When hiring a LinkedIn strategy agency makes sense

I'd consider a strategy-led agency when LinkedIn is something you want to invest in, but you don't want to manage the entire process yourself.

A few situations where that tends to make sense:

You've built a good business through referrals, but want more people to discover you.

You know your customers value your expertise. The challenge is figuring out how to communicate that expertise to people who haven't worked with you yet.

You're doing interesting work, but it rarely makes it onto LinkedIn.

Your best ideas probably come out of customer conversations, meetings, projects, and problems you've solved.

Someone needs to recognize which of those ideas are worth sharing and turn them into content.

You're posting regularly, but aren't reaching enough potential buyers.

You might have a writing problem. But I'd also investigate the topics you're choosing, the audience they're attracting, and whether your content connects to what you actually sell.

You're getting engagement, but it isn't leading to business.

A post with thousands of impressions can be useful. But if the people engaging have no reason to hire you, there's a limit to what that attention is worth.

You don't want to be your own LinkedIn marketing manager anymore.

This is an important one.

If you're paying someone to help with LinkedIn but still deciding every topic, reviewing every creative decision, and figuring out what to do next, you're still managing the channel.

A strategy-led engagement should take more of those decisions off your plate.

You still need to share your expertise and perspective. Someone else should be responsible for turning those inputs into a content strategy and keeping the work moving.

What about hiring a ghostwriter who also does strategy?

You can absolutely find freelance ghostwriters who are excellent strategists.

Some of the best writers I've encountered think deeply about positioning, audience, distribution, and business goals.

So I wouldn't make a hiring decision based on whether someone calls themselves a ghostwriter, consultant, or agency.

I'd look at what they're actually responsible for.

For example, a writer might interview you each month, suggest topics, and produce eight posts. That's valuable.

But what happens if those eight posts aren't reaching potential customers?

Will they help figure out why? Will they recommend changing your positioning, experimenting with different topics, or improving your profile?

Or will they simply ask what you want to write about next month?

Neither arrangement is inherently wrong. You just want to understand what you're buying.

Five questions to ask before hiring someone for LinkedIn

Whether you're considering a freelancer or an agency, these are the questions I'd ask.

1. Who decides what we should post about?

This is probably the most important question.

You want to understand whether you're expected to bring a list of topics every month or whether the person you're hiring will actively identify ideas worth developing.

I'd also ask where those ideas come from.

Your content shouldn't depend entirely on whatever you happen to think of during a monthly call. There should be a way to pull ideas from your customer conversations, ongoing work, industry developments, and existing material.

2. How will you learn enough about my business to write for me?

A good writer can capture your voice. But they also need to understand what you do, who buys from you, and what those buyers care about.

Ask about their research and interview process.

How will they learn your point of view? How will they verify claims? What happens when a draft sounds polished but doesn't actually say anything useful?

I'd pay close attention to their answers.

3. How much time will I need to spend each month?

This is where expectations often get misaligned.

Two services might both promise eight posts a month, but one expects you to supply all the ideas and review multiple drafts, while the other does most of that work for you.

Ask what you'll actually need to do each month, including meetings, providing source material, reviews, and approvals.

The number of deliverables doesn't tell you how much work you're handing off.

4. How will we know whether the content is working?

Impressions and engagement are useful signals. They tell you whether people are seeing and responding to your content.

But you also want to understand whether you're reaching the people who might eventually hire you.

Depending on your business, that might mean looking at relevant inbound inquiries, profile visits, conversations, website traffic, or leads that mention LinkedIn.

I'd be cautious about anyone who promises a specific number of leads from organic content. There are too many factors outside their control.

What matters is whether they have a sensible way to evaluate results and make better decisions over time.

5. What happens when something isn't working?

You can learn a lot about a provider by asking this.

Do they keep publishing the same type of content and hope the numbers improve?

Or do they investigate what's happening and suggest something different?

You're looking for someone who can explain how they make decisions, what they've learned from previous clients, and how they adjust their approach.

What are the alternatives?

Hiring a ghostwriter or a strategy agency isn't your only option.

• AI writing tools: These can be useful if you already have strong ideas and are comfortable editing the output yourself. They're also helpful for working with existing material, organizing research, and developing drafts. You'll still need to decide what's worth saying and make sure the content reflects what you actually know.
• LinkedIn coaching or done-with-you programs: A good option if you enjoy writing, want to build the skill yourself, and mainly need guidance or accountability.
• An experienced freelance content strategist: Worth considering if you have an internal marketing team that can handle design, publishing, and execution but needs someone to develop the strategy.
• A larger marketing agency: Makes sense when you need several channels managed together, such as LinkedIn content, paid advertising, outbound campaigns, and broader demand generation.
• A strategy-led LinkedIn agency: Best suited to businesses that want someone to own organic LinkedIn strategy and execution without building an internal team.

What does a LinkedIn ghostwriter cost compared with an agency?

Pricing depends on the scope, experience, and level of involvement.

A freelance ghostwriter may charge per post or a monthly retainer. Some focus almost entirely on writing, while others include interviews, research, topic development, and strategic advice.

Agencies generally charge more because they're responsible for additional work, potentially including positioning, strategy, creative development, publishing, and performance analysis.

For reference, Orchard Strategy engagements start at $5,000 per month, with an initial three-month commitment.

When comparing proposals, I wouldn't focus only on how many posts you're getting for the price.

I'd compare what each provider takes responsibility for, how much of your own time the arrangement requires, and what happens beyond publishing.

Eight posts written from briefs you supply is a different service from eight posts developed through research, interviews, strategic planning, and ongoing performance analysis.

Both can be worth paying for.

How Orchard Strategy approaches LinkedIn

I started Orchard Strategy after spending six years as Head of Marketing at Arc.dev, where I worked on everything from content and social media to executive communications and broader marketing strategy.

One thing that experience taught me is how much good marketing depends on choosing the right things to talk about in the first place.

You can write a great post, but if the idea doesn't matter to your audience or support what your company is trying to accomplish, there's only so much that post can do.

That's the thinking behind how I work with clients today.

Orchard Strategy works with B2B founders, executives, and consultants who want LinkedIn to become a meaningful part of their marketing.

I work directly with every client and lead the strategy, while managing the process from ideas through publishing.

That includes:

• Positioning and messaging
• Up to two strategy and idea-extraction sessions per month
• Two to three strategic LinkedIn posts per week
• Writing, creative development, and design
• Publishing and channel management
• LinkedIn profile improvements
• Performance tracking and ongoing experimentation

The goal is to build a body of content that helps the right people understand what you do, how you think, and why they might want to work with you.

What this has looked like in practice

For Facilitator School, we developed LinkedIn content designed to reach people interested in becoming better facilitators and connect that interest to the school's offerings.

The work generated 17 booked calls from LinkedIn in three months, with five becoming paying customers.

Read the Facilitator School case study.

Across three LinkedIn accounts, I've also helped generate more than 4.2 million organic impressions in six months.

For another client, impressions increased by 92% compared with their previous LinkedIn agency.

Those reach numbers are useful indicators, but what interests me most is what happens after people encounter the content. Are the right people paying attention? Are they learning something about the person or business? Is that interest leading anywhere?

I've now worked on more than 2,000 LinkedIn posts for founders and executives, including leaders from Y Combinator-backed companies, 886 Studios, and Animalz.

I'm based in Taiwan and work with clients worldwide.

What working together looks like

I keep my client roster small, with a maximum of five active clients.

Most clients spend around two to three hours per month sharing ideas, discussing their work, and reviewing content.

Engagements start at $5,000 per month, with a three-month initial commitment and then month-to-month.

I focus on organic LinkedIn strategy and content. I don't manage paid advertising or outbound messaging.

Who probably shouldn't hire Orchard Strategy?

I don't think everyone needs this level of support.

A few situations where I'd recommend something else:

• You already have a strategy and only need writing support. A good ghostwriter is likely the more economical choice.
• Your budget is below $5,000 per month. I'd consider working with a freelancer or developing your content internally first.
• You want paid LinkedIn advertising or outbound campaigns. Those aren't services I provide.
• You can't commit a couple of hours a month. I can handle the research, writing, and execution, but your expertise still needs to inform the content.
• You need content managed for a large executive team. My model is built around working closely with a small number of clients.

Frequently asked questions

Not sure which one you need?

If you're weighing a LinkedIn ghostwriter against a strategy agency, I'm happy to talk through what you're trying to accomplish.

And if I think a ghostwriter is the better fit, I'll tell you.