What’s more important — paying for words or paying for results?
That was the question a client asked me during a discovery call a few years ago. At the time, I was charging per word, like most ghostwriters. But that simple question sparked something deeper — a shift in how I viewed value in B2B ghostwriting.
In a world where every B2B company is fighting for attention through content, knowing how to price — or purchase — ghostwriting services is more than a budget issue. It’s a strategic decision that impacts ROI, pipeline growth, and long-term authority.
In this article, I’ll break down the differences between cost per word (CPW) and cost per lead (CPL) pricing for B2B ghostwriting, drawing from my experience as a ghostwriter for B2B SaaS founders, insights from marketing experts, and real-life results.
Why This Question Matters in B2B
B2B ghostwriting isn’t just about putting words on a page — it’s about generating influence, authority, and qualified leads. In an industry where a single client can bring in thousands or even millions in revenue, every piece of content carries strategic weight.
Yet, many companies still hire ghostwriters using the same model as they would for a freelance blog post about banana bread — price per word.
There’s a disconnect. And if you’re investing in B2B ghostwriting to drive inbound interest or close deals faster, you need to ask:
Am I paying for effort or outcomes?
What Is Cost per Word (CPW) in Ghostwriting?
📌 Definition:
Cost per word is the most traditional freelance writing model. Writers quote a rate (e.g., £0.20–£1.00/word), and clients pay based on the length of the final draft.
✅ When CPW Makes Sense:
- You need volume (e.g. blog content for SEO).
- You have a clear editorial brief and brand voice.
- You can internally track ROI via traffic or keyword ranking.
❌ Where CPW Falls Short in B2B:
- It ignores outcomes. 1,000 words that generate 0 leads cost you more than 500 words that convert.
- Encourages fluff or verbosity to increase word count.
- Doesn’t reflect the strategic value of ghostwriting a CEO’s LinkedIn post that pulls in demo requests.
What Is Cost per Lead (CPL) in Ghostwriting?
📌 Definition:
Cost per lead pricing ties ghostwriting fees directly to qualified inbound leads, newsletter signups, demo bookings, or another measurable action.
For example:
A ghostwriter might charge £150 per qualified lead generated by a LinkedIn post, email campaign, or thought leadership article.
✅ When CPL Works Brilliantly:
- You want to tie content to sales performance.
- You’re focused on thought leadership and direct-response content (e.g. founder LinkedIn).
- You trust the writer’s expertise in your industry and funnel.
❌ Risks or Considerations:
- Lead quality can be subjective (what counts as “qualified”?).
- Attribution can get muddy — was it the content, timing, or ad budget?
- Requires close collaboration and tracking tools (e.g. UTM links, CRM).
Expert Insight: Why B2B Ghostwriting is Evolving Beyond CPW
“Paying per word assumes the writer’s job is just to write — but in B2B, a ghostwriter is often shaping the founder’s voice, supporting lead gen, and managing brand perception,” says Kaleigh Moore, a well-known SaaS writer for brands like Stripe and Shopify.
In other words: impact > output.
💡 Case Study: From CPW to Results-Based Retainer
One of my B2B clients — a founder in AI-driven martech — was initially paying £0.60/word. Over six months, their LinkedIn ghostwritten content saw solid engagement, but not much else.
After switching to a performance retainer model, we created fewer posts but optimised for CTAs, repurposed them into email content, and tracked demo signups.
Result?
Monthly inbound leads tripled within 90 days. They didn’t care about word count anymore — they cared about their calendar filling up.
How to Decide: CPW vs CPL for Your B2B Content Strategy
Here’s a breakdown comparing the two based on business needs:
| Criteria | Cost per Word | Cost per Lead |
|---|---|---|
| Budget Predictability | ✅ Fixed cost | ❌ Variable based on performance |
| Scalability | ✅ Easy to scale content | ❌ Harder to scale, requires testing |
| Outcome-Based | ❌ Not tied to results | ✅ Direct link to leads or revenue |
| Best for… | SEO blogs, web content | LinkedIn posts, lead magnets, email CTAs |
| Risk for Client | Low | Higher if lead tracking is weak |
Practical Steps for B2B Founders or Marketers
1. Audit Your Goals
- Do you need brand awareness or pipeline growth?
- CPW is great for awareness. CPL shines for acquisition.
2. Clarify Metrics
If you choose CPL, define:
- What counts as a lead?
- How will attribution work?
- What platforms and CTAs will be used?
3. Start Hybrid (Then Pivot)
Start with a fixed retainer model, then test performance bonuses (e.g., £200 per demo booked).
4. Work With Writers Who Get B2B
Look for ghostwriters who’ve worked with founders, understand buyer psychology, and can navigate platforms like LinkedIn, newsletters, and podcasts
Frequently Asked Questions (FAQ)
Q1. Is cost per word outdated for B2B?
Not necessarily. It’s still useful for SEO-focused content or larger-scale editorial work. But for strategic content tied to sales or positioning, it may not reflect real value.
Q2. How do you track leads from ghostwritten content?
Use UTMs, unique links, gated assets, or CRM tagging. LinkedIn comments, replies, and DMs can also signal lead intent, especially in founder-led brands.
Q3. What’s a fair CPL rate for ghostwriting?
It varies. For high-ticket B2B services, £100–£300 per qualified lead is common — provided the writer has a track record and you’re measuring accurately.
Final Thoughts: What Are You Really Paying For?
Words are easy to count. Trust, influence, and pipeline — not so much.
Whether you choose cost per word or cost per lead depends on your growth stage, budget, and expectations. But one thing is clear: content isn’t just a creative asset; it’s a revenue lever.
If you’re a B2B founder or marketer wondering whether your content is working as hard as it could, it might be time to re-evaluate how you’re paying for it.
Let’s Talk
Have you worked with a ghostwriter before? What pricing model worked best for your business — CPW or CPL?
👉 Share your thoughts in the comments or message me if you want help designing a content strategy that actually drives leads — not just fills word counts.
