Updated May 2026 to reflect current data.

Richard Lowe, The Writing King, joined Out of the Blank to talk about ghostwriting, LinkedIn branding, and building credibility through content. The theme that ties them together is one most people get backwards: credibility isn’t something a single book or a single post hands you. It’s something you accumulate, post by post, article by article, until people simply associate you with your subject.

BOOK YOUR PRIVATE CONSULTATION

In this episode

Credibility is an accumulation

People tend to imagine credibility as a single dramatic moment, the book that launches, the post that goes viral. In practice it’s the opposite: a slow accumulation. Every useful article, every thoughtful comment, every post that helps someone adds a brick to the wall. A book is a powerful anchor for all of that, but on its own it’s a single data point. What actually convinces people you know your field is seeing you in it, again and again, over time.

Your brand is the sum of your content

That accumulation has a name: your brand. It isn’t a logo or a tagline; it’s the impression left by everything you’ve published. When someone lands on your profile and sees a consistent stream of content all pointing at the same expertise, they draw the obvious conclusion, this is the person who knows this subject. Scatter your content across unrelated topics and that impression never forms. Aim it, and the brand builds itself.

LinkedIn is the stage

For professionals and business audiences, LinkedIn is where this plays out. A strong profile is the setting, but the performance is the content, posting regularly, commenting on others, engaging with the topics you want to be known for. The platform rewards people who show up and participate, surfacing them to more of the right audience. Over months, a profile plus a steady habit of content becomes a recognizable, trusted brand in a way no one-time effort can match.

Where a ghostwriter fits

The catch is obvious: producing that much content takes time most professionals don’t have, which is exactly why the stream so often dries up after a burst of enthusiasm. This is where a ghostwriter earns the work. Richard writes clients’ LinkedIn articles, blog posts, and books, capturing their voice through interviews so the output still sounds like them, and keeping the stream flowing when they can’t write it all themselves. The credibility is yours; the time is what you buy back.

Find Richard Lowe at TheWritingKing.com.

Common questions from this conversation

Do I need a book to build credibility, or is content enough?
Content builds credibility over time, and a book anchors it. They work together: the steady stream of articles and posts establishes you, and the book gives that authority a centerpiece. You don’t have to wait for the book to start.

Why LinkedIn for branding?
For professionals and business audiences, LinkedIn is the stage. A strong profile plus consistent content aimed at one area of expertise turns into a recognizable brand, and the platform rewards people who show up and engage regularly.

How does content actually build credibility?
It compounds. Each useful piece adds to the picture, and consistency makes you the person people associate with your topic. Trust accrues quietly until, one day, you’re simply the expert in that space.

I don’t have time to produce a stream of content. What now?
That’s the most common reason the content dries up. A ghostwriter can write your posts, articles, and book in your voice, captured through interviews, so the stream keeps flowing without consuming your week.

How consistent do I really need to be?
Consistency matters more than volume. A steady, regular cadence over months builds a brand; sporadic bursts don’t. Showing up reliably is the whole game.