How Cubeduck works: a LinkedIn ghostwriting service for founders

What a LinkedIn ghostwriting service is, and who Cubeduck is for

A LinkedIn ghostwriting service writes the posts that appear under your name, in your voice, on your schedule. You stay the author. Your writer does the drafting, the calendar, the scheduling and the reporting, and you make the decisions that only you can make: what you believe, and whether a draft goes out.

Cubeduck is built for one kind of buyer. That is the founder of a B2B company, typically ten to two hundred people, where the founder is still the main sales channel and the product has a considered buying decision. A prospect checking your profile before a call is normal in that setting, and an account that has been silent for six weeks costs you in rooms you never see. The thinking behind this is in founder-led marketing, and the evidence on whether it pays back is in does executive thought leadership actually drive pipeline.

The service does not suit personal brands with nothing to sell, or large companies with an in-house communications team that already owns the channel. We write for one person's profile. Newsletters, blog posts, company pages and LinkedIn Ads sit outside the scope, which keeps the work focused on the one channel where your buyers already look at you.

In this post we explain how Cubeduck works, from the first conversation to the monthly report. If you want the short version of the questions founders ask before they start, the LinkedIn ghostwriting questions post covers them.

How a LinkedIn ghostwriting service runs, stage by stage

The process has eight stages. The first three happen once. The last five repeat every month.

Your hands are on stages 1, 2 and 5. Everything else runs without you.

Stage 1: Voice capture

Every post starts from how you actually talk, so the first job is to capture it. We record one conversation with you and turn it into a written voice profile: how you argue, what you believe, which words you reach for, and the stories only you can tell.

We use a recorded conversation because a questionnaire asks you to describe your writing style, and most people describe it badly. Talking through a real answer shows the style directly. The recording and the strategy call together take about one hour in your first week.

The voice profile is a living document. Every draft you reject teaches your writer more about your voice than a draft you approve, which is why most founders stop correcting drafts by about the third week.

Stage 2: Strategy

Most LinkedIn content has no strategy under it, and the posts read like a feed of things that happened. We start with what you sell, who signs the contract and which objections stall the deal. That becomes a written content strategy: three or four arguments about the problem you solve, each aimed at a buyer and an objection.

You can see what that document contains in a simple LinkedIn content strategy for B2B founders. Arguments are what make the later stages work, because a habit runs out of ideas and an argument gives you a new angle every week.

You read the strategy once, correct anything that is wrong, and it becomes the brief for every post that follows.

Stage 3: Calendar

The calendar turns posting from a fresh decision every week into a queue that already exists. Topics are chosen weeks ahead, when there is time to think, and each one is tied to a point from the strategy. The monthly look-back then adds what happened that month: a launch, a hire, a hard customer call.

The mechanics of the rhythm are set out in forty minutes a month is enough. If you worry about what to say when your week has been ordinary, LinkedIn post ideas for founders with no time to write shows where the material comes from.

Stage 4: Drafting

Your writer drafts every post. You receive finished posts, with no briefs to fill in and no prompts to answer. Each draft is checked against your voice profile before you ever see it, and each one argues a point from your strategy.

The opening line gets the most attention, because it decides whether anyone reads the rest. We cover how we write them in the opening line decides everything.

A post here means one published piece on your LinkedIn profile: text, text with an image, or a short document post. Comments and reposts of your own older work do not count toward your monthly total.

Stage 5: The approval queue

Drafts land in one queue. For each one you can approve it, change a line, or reject it. You can do it from your phone.

Nothing publishes without your approval. A rejected draft is replaced, and it does not come off your monthly count. If you are on holiday or buried in a launch, drafts keep arriving and wait. A quiet week on your side pauses publishing and leaves the work behind it running.

Stage 6: Publishing

Once you approve a post, we schedule it and publish it on your profile. You do not log in to a scheduling tool, and you do not need to remember which day a post goes out. Cubeduck publishes only approved posts, so the number of posts published without approval is zero.

Stage 7: Engagement

Posts start conversations, and someone has to keep them going. On the Growth plan we manage comments and engagement: replies to people who comment on your posts, and thoughtful comments on the posts of the people you want to reach. Comments we write on other people's posts count as engagement work and do not come out of your twelve posts.

Engagement is also where pipeline starts. A comment thread is often the first conversation with a future buyer, and turning comments into pipeline describes how that hand-off works. When a conversation turns commercial, you step in.

Stage 8: Reporting

Every month you get a written report with the real numbers from your own LinkedIn analytics: what each post did, which topics drew replies and which did not. Reach and reactions matter less than who replied and whether they look like buyers, which is the argument in does executive thought leadership actually drive pipeline.

The report feeds the next calendar. Topics that drew real replies get more room, and topics that fell flat get reworked or dropped.

What you get in month one

Month one of either retainer includes two pieces of work that would cost €390 if bought separately: the strategy session (€190) and the profile optimization (€200). Both are free inside your first invoice. A post cannot be written well for a profile that has not been positioned first, so this work comes before the writing.

• The strategy session and a written positioning and content plan
• A recorded voice conversation and a written voice document
• Profile optimization: your headline, about section and featured section rewritten, with a banner and positioning that match what you sell
• An editorial calendar, an approval queue and scheduling
• Your first month of posts: eight on Essential, twelve on Growth
• A monthly report on what each post did

Month one takes more of your time than later months. Expect about an hour in the first week, plus the time to read and approve your first batch of drafts. We describe that honestly in forty minutes a month is enough.

The two retainers and the smaller products

There are two retainers, both month to month, with no minimum contract, no notice period and no cancellation fee. You can switch plans at the start of any month, up or down. Everything written for you stays yours if you stop. Prices exclude VAT, and Czech and Slovak clients are quoted and invoiced in CZK on their own price list. The full breakdown is on the pricing page.

Growth is the best fit for most founders. Most start there because month one includes the strategy and profile work either way.

Essential suits a founder who wants a steady presence and is happy to handle replies personally. Growth adds the volume to build an audience and the engagement work that turns posts into conversations. The smaller products suit a founder who is not ready to commit to a retainer: the strategy session is credited against your first month if you sign, so nobody pays twice.

What the market charges for this work, and where Cubeduck sits in it, is covered in what LinkedIn ghostwriting actually costs. If you are still deciding between a freelance writer, an agency and doing it yourself, read ghostwriter, agency, or doing it yourself.

What founders have to do themselves

The founder's part is small and specific. It has three jobs, and only you can do them.

1. Talk. Give us one recorded conversation, plus the strategy call, in your first week. That is about one hour.
2. Approve. Read the month's drafts and approve, edit or reject each one. That is about ten minutes a month.
3. Look back. Spend a short session each month reviewing what worked. That is about thirty minutes, and it is how the next month improves.

After setup the total is about forty minutes a month. The monthly strategy call is part of the Growth plan, and on Essential the written report does the same job. You also need to say yes to things that are true and no to things that are not. A draft that states an opinion you do not hold should be rejected, and the rejection makes the next draft better.

The work that keeps consistency alive, which is deciding topics, writing, scheduling and following up, stays with us. That is the point of the service. If you have seen your own account go quiet, posting into silence for six weeks explains what to expect in the early weeks.

How to start with a LinkedIn ghostwriting service

The first step costs nothing. Enter your work email and we write one post in your voice, with no call and no card. You get a short voice and strategy profile with it, and you can publish the post or bin it. It is the quickest way to judge whether the voice sounds like you before you commit to anything.

If it sounds right, the next step is a retainer. Start Essential or Growth, and month one includes the strategy session and the profile optimization. If you would like to talk first, book a call or email info@cubeduck.com, and we answer personally, usually the same day.

The pricing page has every plan, and the retainers cancel any month.

Common questions about how Cubeduck works