In the advertising industry there are many copywriters, who during their entire career have developed texts that are quite well made for many brands and now, sporadically or freelance develop content. There are also the editors, who either work in some medium or are independent, also develop on their own, work for different publications; they are usually extraordinary writing, although they do not necessarily dominate the technical points of SEO.
There are several scenarios where ghostwriting services can be useful in a content strategy. Companies inevitably need content that is not necessarily a creative jewel; some technical posts on your site, some trendy content, white papers (research papers), press releases and other content fall directly into this category. In these cases, it is more information than transmitting passion or experience, and ghostwriters are often all that is required to do this work.
MOD NOTE: Advertising link removed. This may have been intended as an ad, but it worthy of discussion in a “Write Better, Get Published” context. So I will allow the post, minus links.