How do I transition from ghostwriting blog posts to offering content strategy consultation?
Look, ghostwriting is tough, skilled work. You're capturing someone else's voice, making their ideas shine, often without getting the public credit.
You're deep in the doing – writing the posts, the articles, whatever the client needs. I respect that grind.
Content strategy, though, pulls the camera back. It's not just about writing the next piece; it's about the why behind all the pieces.
Why this topic? Who are we really talking to?
How does this blog post connect to the email campaign or the sales goals?
It's about the big picture, the plan that makes the writing actually achieve something for the business.
When you make this shift, what you're selling changes. As a ghostwriter, they hire your fingers and your ability to mimic a voice. As a strategist, they hire your brain. They want your thinking on:
- Setting clear goals for content that match business aims.
- Building a solid plan – what gets published when, where, and why.
- Figuring out the best formats (Is it a blog? Video? Podcast?).
- Measuring if any of this stuff is actually working (likes are nice, but sales are better).
- Changing the plan when the data tells you it's not hitting the mark.
It's moving from being the hands to being the head, directing the work based on solid thinking.
Skills You'll Need to Build (Beyond Great Writing)
Your writing chops are the foundation, no doubt. But strategy needs more bricks in the wall:
- Thinking Strategically: You've got to see how everything connects. How does this blog post series support the Q3 sales target? How does the LinkedIn content build authority that helps close deals? It’s systems thinking. In my experience, this often means asking "why?" a lot more.
- Getting Comfortable with Data: This was a shift for me too. Ghostwriting is often about the words; strategy is often about the numbers. You need to look at analytics – who's reading, what are they clicking, are they converting? – and figure out what it means. You don't need to be a data scientist, but you need to speak the language.
- Learning Some Tools: Strategists use tools for planning (like content calendars), SEO research, maybe email marketing platforms, and definitely analytics software. You don’t need to master everything overnight, but get familiar with the basics.
- Understanding the Audience (Deeply): As a ghostwriter, you get the client's voice. As a strategist, you need to get inside the audience's head. What keeps them up at night? What questions are they asking Google? What do they need at each step before they buy? What do they need at each step before they buy? I find creating simple 'buyer personas' helps make this real.
How to Actually Make the Shift: A Step-by-Step
This isn't flipping a switch; it's more like adding gears to your bike. Here’s a practical way I’ve seen it work:
- Start Adding Strategy to Your Current Gigs: Client asks for 4 blog posts? Don't just quote a price. Offer a mini-plan: "Okay, here are the topics I suggest based on your goals, who we're trying to reach, how we'll measure success..." Show them you're thinking bigger, even on small projects.
- Learn the Ropes: Seriously, invest time here. Read books, take an online course, follow smart people doing strategy work. Understand the frameworks and the jargon (even though we hate jargon, you need to know what clients mean).
- Ask Smarter Questions: With your writing clients, start probing. "What business result are you hoping for with this?" "Who's the ideal reader?" "How will we know if this worked?" This reframes you from just a writer to someone thinking about their business.
- Be Your Own Case Study: Use content strategy for your own business. Plan, execute, and measure content to get yourself clients. Then you have concrete proof you can do this. I did this when I was figuring things out, and it was powerful.
- Offer Strategy as an "Add-On": Test the waters. Offer a content audit, a 3-month content calendar, or a specific channel strategy (like for LinkedIn) as a separate service to existing clients. This builds your portfolio and confidence without ditching your writing income immediately.
Finding Your Place in the Market
Okay, so how do you stand out?
- Highlight Your Unique Value: You're not just a strategist; you're a strategist who actually knows how hard it is to create great content because you've done it. You understand voice, flow, and the challenges of getting ideas down. That’s a huge plus. Your strategies won't just be theory; they'll be practical.
- Maybe Niche Down: Can you focus? Strategy for tech startups? Thought leadership for coaches? LinkedIn strategy for executives? Leaning into an area where you already have ghostwriting experience makes sense. It makes you the go-to person for that.
- Update Your Brand: Your website, LinkedIn, how you introduce yourself – it needs to say "strategy". Maybe you're a "Strategic Content Consultant" now. Show off case studies that highlight the thinking, not just the writing. Share articles about strategy to prove you know your stuff.
Getting Strategy Clients
- Talk to Your Current Clients: Honestly, this is the easiest place to start. They already trust your writing. Show them how your strategic thinking can get them better results. I found that just explaining the "why" behind content got some clients interested in more strategic help.
- Use Your Network: Talk to other marketers, business owners, even other writers who don't want to do strategy. Let people know what you're shifting towards. Attend online or local events if you can.
- Ask Strategic Questions in Sales Calls: When talking to potential new clients, lead with strategy questions: "How do you measure content success now?" "What's your process for deciding topics?" This immediately positions you differently than someone just asking about word count.
Let's Talk Money: Pricing Strategy Work
This is key. Strategy work is worth more than just writing work because it has a bigger potential impact on the business.
- Shift Your Pricing Model: Stop thinking per word or per article. Think monthly retainers, project fees for a full strategy build-out, or maybe a hybrid where you do strategy and some key writing. I know moving away from familiar pricing feels scary, but it’s necessary. One person I know who made this shift found their income became steadier and higher, even if the transition felt busy.
- Package It Up: Offer clear packages. Maybe "Content Strategy Blueprint," or "Quarterly Strategy & Key Content Creation". Make it easy for clients to understand what they get.
- Explain the Value: Be direct. Ghostwriting gives them content. Strategy gives them a system for getting results with content. It prevents wasted effort on writing stuff that doesn't move the needle. That’s the value you’re selling.
Learning from Others (Real Examples)
People are making this shift successfully.
- One writer, Sydney Chamberlain, went from ghostwriting articles to being a "Strategic Writer" helping businesses plan their content. She started by asking about goals, educated her clients, and changed her pricing. It led to steadier, higher income.
- Others focus specifically on things like LinkedIn strategy for execs. They help define the personal brand, plan the content pillars, interview the client for insights, and then write within that strategic frame. It's a blend of skills that commands good rates.
Wrapping Up: Your Road Ahead
Moving from ghostwriting to content strategy isn't just a title change; it's an evolution. It's about leveraging the skills you already have and adding new layers of thinking – planning, analysis, business focus.
It's like going from being a really good cook following recipes (ghostwriting) to becoming the chef who designs the entire menu, sources the ingredients, and ensures the whole dining experience is fantastic (strategy).
It takes time, so be patient with yourself. Start small, keep learning, and gradually shift how you present yourself and your services. Your background as a writer is a strength here – you know what it takes to actually create the stuff you're planning. Focus on that unique value.