You already have the voice people listen to.

In leadership meetings, investor calls, team huddles — you're the one who brings clarity. You explain things in a way that cuts through. You get heads nodding. Decisions made.

But unless someone’s in the room, they never hear it.

Meanwhile, people with half the experience (and twice the posting cadence) are getting the inbound leads, the industry clout, and the speaking gigs — all because they’ve learned to show up where it scales.

And that’s the gap.

Not between what you know and what they know.
Between what you say and what gets seen.

It’s not a content problem. It’s a bottleneck problem.

You’re not sitting around wishing you had more to say.
You have a hundred things to say. But when it comes time to post?

  • You second-guess the tone.
  • You’re not sure if it’s too obvious, or too niche.
  • You wonder if anyone will care.
  • And you definitely don’t have time to wordsmith it to death.

So you post once a month. Or not at all.

And instead of building trust and visibility week by week, you’re starting from scratch every time someone Googles your name or lands on your profile.

Because the thing is:
LinkedIn content is no longer a nice-to-have.
For founders, execs and consultants, it is your digital reputation.

People don’t buy from job titles. They buy from voices.

That’s what good content does.
It makes your thinking visible.
It makes your perspective memorable.
And it makes your name show up when someone says, “Hey, do you know anyone who...?”

But most leaders don’t have the time or headspace to sit down and write a great post every week.

So the voice people trust — the one that gets results in a room — never makes it into the feed.

That’s where ghostwriting comes in.

Real ghostwriting doesn’t invent your voice — it amplifies it.

Bad ghostwriting feels off. Like a post written by someone who’s never met you.
Good ghostwriting feels like you — clear, confident, and impossible to scroll past.

This isn’t about handing over your ideas to someone else.
It’s about working with someone who can hear what matters, shape it into something sharp, and make sure it lands with the right people.

Here’s how it usually works:

  1. We talk. About what’s happening in your world, what’s on your mind, what your audience needs to hear.
  2. I shape. Turning raw ideas, notes, Slack messages or voice memos into posts that hit the right tone and tie into your goals.
  3. You review. Nothing goes out without your eyes on it. We keep it sharp, accurate, and 100% you.
  4. We build. Over time, your content builds a consistent voice, perspective and presence that positions you exactly how you want to be seen.

No staring at a blank cursor.
No wondering what to post this week.
No diluting your message with half-baked, last-minute content.

Just a steady rhythm of content that sounds like you — and builds a brand that works even when you’re not in the room.

Because visibility leads to opportunity.

This isn’t about going viral. It’s about becoming recognisable.

When people see your posts regularly — and they sound like you — they start to understand what you care about. What you’re great at. Who you help.

And when the timing’s right, they reach out.
For a project. A panel. A pitch. A partnership.

That’s the power of showing up consistently, with clarity.

And that’s the real ROI of ghostwriting:
Not just more content — but more of the right conversations, with the right people, at the right time.

Want to get your voice out of your head — and into the feed?

If you’ve got the ideas but not the hours, the voice but not the bandwidth, the perspective but not the posts — let’s talk.

This is what I do.
No fluff. No filler. Just sharp, consistent, thought-led content that sounds like you and grows your brand while you’re busy running the business.

About the author

Alice Xerri is the founder of AX Content, a Melbourne-based content consultancy helping businesses build from the ground up, one piece of content at a time.

She works with brands across finance, tech, and professional services to turn complex ideas into clear, confident content that drives growth.

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