Ghost written content is everywhere... from syndicated streams of hogwash to quality journalism, it still doesn't demonstrate your expertise.

My own experience, outsourcing our content to a quality FT journalist is similar. He was a financial journalist, but our product was the sub-set of a niche, and the content sounded clunky, glib and ill-informed to insiders.

We had a global audience of perhaps one or two thousand people - and that tiny, crucial group could tell the difference.

So we gave up, got back on the Boeing and did it all in person.