B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

Writing in your boss's voice w/ Oleksii Klochai

·29 min·1 clip

Olexii says he shows up with a prepared view, asks experts to correct him, and uses their corrections to find the real story.

1. B2B Content Show: Writing in your boss's voice with Olexii Klochai centers on ghostwriting, interviews, and authenticity in B2B content marketing. 2. Jeremy Scheer hosts the episode, and Olexii Klochai, founder of Wizard on Demand, explains how his firm handles technical content for software companies. 3. The episode asks how a writer can preserve a CEO’s or SME’s voice when the actual content is produced by someone else. 4. Jeremy frames the problem as a common B2B reality: leaders are busy, copywriters step in, and authenticity can feel at risk. 5. Olexii says the first layer is information exchange, where the interviewer learns from the subject matter expert and then adds opinions, beliefs, and past experience. 6. He gives the example of interviewing a software founder who has just finished 50 sales calls in four weeks and therefore understands current market signals. 7. Olexii says his team does not try to do all the work for the client; instead, it gives guardrails and a process that saves the client’s time. 8. He says interviews are recorded and transcribed so the writing can stay close to the person’s beliefs through verbatim or paraphrased material. 9. He adds that the team studies writing examples the stakeholder likes, including a personal blog, to understand style, humor, and preferences. 10. He says visuals also matter, because some people communicate better through an image than through a half-hour interview. 11. Olexii says the quality of the interview matters because the interview is the raw material for the article. 12. He says preparation is especially important in technical domains, where terminology and assumed context can make a conversation stall. 13. He says the team chose software as a specialization because moving into medical devices would require a very different level of context. 14. He says preparation includes reviewing what the person has already published, such as posts, social media activity, and YouTube videos. 15. He says it also includes surveying adjacent viewpoints, including competitors or people who disagree, when that contrast exists. 16. Olexii says he often shows up with his own understanding, asks the expert to correct him, and uses those corrections to move into the next point. 17. He says the tone of the best interviews becomes more serious and useful when the expert sees that the interviewer has done the homework. 18. He describes the format as conversational but structured, with enough preparation to make a 30-minute call productive. 19. Listeners who work in B2B content, editorial interviews, or ghostwriting will get the most from this episode. 20. Listeners looking for celebrity anecdotes or lightweight banter will probably skip it.

As heard by us

Ghostwriting works best when listening starts long before the interview.

The piece treats executive ghostwriting as a workable tension: leaders are expected to appear in public, while much of the writing is handled elsewhere.

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Why you'd press play

Write for a busy leader without losing the leader's point of view.

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