Trust and bravery shape good ghostwritten business content.

Ask your writer to team up with your company’s subject matter experts — the people who will own the byline. Give them time to understand each others’ style, voice, and opinions.

Thought-provoking ghostwritten content draws on journalistic reportage, while at the same time departing from it. You can go beyond cold statistics to connect with readers’ emotions, by taking a stance on industry topics. This is often where the magic happens.

Here are five brief tips that may help you create ghostwritten content that connects with buyers, colleagues, and industry peers.

1. Collaborate in a pair

Cliché alert: too many chefs spoil the broth. A promising piece of ghostwritten content can become bland, if too many people are involved in reviewing it. Let your writers and subject matter experts lead the research and writing process. Trust them.

2. Have a firm deadline

Good enough will get you there quicker than perfect. Set a deadline for doing research, finding sources, doing the first draft, completing revisions, pitching to any outside publications, and eventually distributing it to your audience.

3. Cap revision rounds

You may find this challenging, if a piece is technical, or if there are influential internal stakeholders who want to shape the content. Limiting revisions will help you keep things moving and promote editorial decisiveness. Ultimately, it helps you ship work on time.

4. Escape the echo chamber

Be sympathetic to your readers. You can do this by saying something substantial in a clear and accessible way. This takes bravery from your writers, experts, and marketing colleagues. Because it’s better not to write anything at all, if the content will only echo common ideas.

5. Skip the sales talk

Lastly, the goal of your ghostwritten content is a conversation, not conversion. Readers will quickly discredit your opinions, if it is a plug for your product or service.