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Are Thought Leaders Expected to be Singer/Songwriters?

Is the quality of thought leadership content impacted if it’s ghostwritten? I stumbled on this question in a LinkedIn discussion started by Michele Linn from Mantis Research. She teamed up with Andy Crestodina from Orbit Media and SurveyMonkey Audience to see how marketers define thought leadership in 2020. I was surprised to learn 51% of marketers believed thought leadership content developed by a ghostwriter is inferior in quality. One of the better arguments on the online discussion for having a ghostwriter work with thought leaders came from Mark Schettenhelm, a work friend from my days in technology. I’ll let him explain; over to Mark.

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