Be a Thought Leader. Not a ‘Content Creator.’
Build authority, drive leads, and attract opportunities with ghostwritten content that protects your reputation across platforms.
GHOSTWRITTEN CONTENT for busy leaders
Publish your ideas without spending hours behind a keyboard.
Authoritative content builds reputations. But most respected authorities don’t have 10 hours a week to spend at a keyboard.
Dana Herra is an award-winning writer turned marketer who helps leaders build their personal brand through bylined articles and LinkedIn posts.
Most executive ghostwriting falls short. Here’s why.
It’s generic.
It doesn’t sound like you or represent your point of view.
My journalism-style interviews surface your insights. My proven voice process protects your unique voice.
It’s limited to one platform.
LinkedIn is great. But it shouldn’t be the ONLY place people can find you.
We build your authority across platforms with a mix of social media posts and bylined articles.
It builds visibility without authority.
You don’t just want people to see you. You want them to respect you.
I use proven frameworks and ongoing optimization to establish a credible, authoritative position.
“Dana helped me identify my voice, find the words that precisely captured what was important to my target audience, and make the process easy and fun.”
— MICHAEL MESSER, DISCERNING STRATEGIES
The costs of invisibility:
Missed opportunities: for revenue, positions, board seats, speaking engagements, and more
An outdated reputation: are Google and ChatGPT surfacing who you are now, or who you used to be?
Being ignored: Your most visible competitors are leading the conversation and defining the narrative
“Give Dana a ring if you’re looking to develop clear messaging and thoughtful content.
She‘s a great researcher who knows how to take my ramblings and put structure around them.
And she’s an awesome person to work with.”
— LAUREN BALIK, UPRIGHT ANALYTICS
How ghostwriting works
Here’s how I help you consistently build your visibility while protecting your reputation:
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We create a Visibility Roadmap. We define your audience, position, and content plan.
Then, I analyze your voice using a proven process so all the content sounds like you.
Finally, we optimize your LinkedIn profile so your content and profile work together to resonate with your ideal audience.
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We build your consistent, expert presence.
I’ll interview you once a month to extract your best insights. You don’t need to prepare for these calls; just show up and talk.
That conversation turns into your articles and posts for the month.
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We analyze your posts’ performance data to spot the formats, topics, and takes that are getting noticed.
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Your ideas are not one-off events. I systematically review your content on an ongoing basis to identify ways we can repurpose what we’ve created, building a flywheel of related topics. This develops your topic dominance.
Meet Dana
Your wingman for the written word.
I racked up more than 20 journalism awards before transitioning into marketing in 2015.
I kept writing, learned audience psychology, and became brand voice certified.
There is nothing more satisfying than hearing a client say, “Oh my gosh, YES. That is exactly what I want to say and I didn’t know how to say it.”
(Unless it’s getting a message that your follower count is up, that your post inspired someone to reach out with an opportunity, or that an article led to a sale.)
Want to know how I can help you? Let’s talk.
“Dana’s the best there is. A gifted interviewer, strategist, writer, and storyteller. She’s my go-to content professional.”
— Angela Johansson, NIU Foundation
Your Questions, Answered
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No. When your audience reads your content, they’ll recognize your unique position and hear it in your voice.
Discretion is paramount. I don’t disclose my clients’ names without their consent. No one will know I was involved in any part of the content.
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You are not the company you work for (even if it’s your company). A personal brand positions you for a wide range of current and future opportunities.
Plus, it helps support your business brand. People who know and trust you will have greater trust in your company.
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The results you see depend on a variety of factors, including how willing you are to engage with your audience and build relationships.
Here’s what I can guarantee: in the first 30 days, you can cancel for any reason for a full refund.
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For the actual content, 1 hour a month for the interview, and 1 hour to review drafts and give feedback.
To build your LinkedIn visibility, plan to spend about 30 minutes a day engaging in comments and DMs.
If you’re publishing articles on Substack or Medium, there’s no extra time required beyond posting. If you are publishing in magazines, expect to spend an hour or two a month researching and pitching publications.
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No, but not because I don’t want to.
There is currently no way for me to post on your LinkedIn profile without violating the platform guidelines.
When working with magazines, editors need to see your name on the pitch; you are the one they want to build a relationship with.
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Yes. I’m certified in a tested and proven brand voice process.
Analyzing the nuances that make your voice sound like you is one of the first things we’ll do.
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$2,000 for one article a month and 2-3 LinkedIn posts a week.
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Google and ChatGPT want to surface the most relevant content they can, and that often means the newest.
But your old content doesn’t have to be “one-and-done.” We can repurpose what you’ve done previously into new, fresh articles and posts.