Resource

Ghost CMS

Ghost is an open-source publishing platform designed for creators who want to build a membership business around their content. It combines a blog engine, newsletter delivery, and membership management in one system.

What it does

Ghost replaces multiple tools with one platform:

• Content publishing — A clean editor designed for long-form writing
• Email newsletters — Built-in sending (no separate ESP needed)
• Memberships and subscriptions — Paid tiers, gated content, recurring billing
• Basic analytics — Open rates, traffic, member growth
• Customisable design — Full control over layout and branding

What makes Ghost different from platforms like Substack or Medium is that you own everything — your content, your email list, your member data, and your design. There is no platform lock-in, no revenue share, and no algorithm deciding who sees your content. For creators who want to build a sustainable business around their writing, this ownership is the core value proposition.

Pricing

For most solo creators, the Creator plan at $25/month is the starting point. If you have under 500 subscribers, the Starter plan at $9/month covers you. Self-hosting is free but requires your own server and technical knowledge — this is the most cost-effective option long-term but comes with maintenance responsibilities.

At $25/month, Ghost is competitively priced against alternatives like ConvertKit ($25/month for 1,000 subscribers) or Beehiiv ($42/month for similar features). The key difference is that Ghost combines both publishing and email into one price, whereas alternatives charge separately for these functions.

Key features explained

Built-in email delivery sets Ghost apart from most publishing platforms. Unlike Substack (which manages your email list but locks you into their ecosystem) or WordPress (which requires a separate email plugin), Ghost includes native email sending through integrations with Mailgun, Amazon SES, and other email services. This means you manage subscribers, send newsletters, and analyse open rates — all from a single dashboard.

Membership tiers let you create up to three paid subscription levels (free, monthly, yearly) with gated content at each tier. You can offer partial article previews to free subscribers, full access to paid members, and exclusive content to premium tiers. Stripe is built in for payment processing, so you do not need a separate e-commerce setup.

Customisable design is where Ghost truly shines over Substack. You have full control over your site’s HTML, CSS, and layout. Ghost’s theme marketplace offers both free and premium themes, and developers can create fully custom designs. For creators who care about branding, this level of control is essential.

Pros and cons

How Ghost compares to alternatives

	Ghost	Substack	Beehiiv	WordPress
Starting price	$9/month	Free (10% rev cut)	Free (≤2.5K)	Free (hosting $5+)
Built-in newsletter	✅ Native	✅ Native	✅ Native	⚠️ Plugin required
Paid memberships	✅ Built-in	✅ Built-in	✅ Built-in	⚠️ Plugin required
Content ownership	✅ You own everything	⚠️ Platform lock-in	✅ You own list	✅ You own everything
Customisation	✅ Full theme control	❌ Very limited	Moderate	✅ Full theme + plugins
Self-host option	✅ Open-source	❌	❌	✅ Open-source
Best for	Membership-first creators	Writing-first, simplicity	Growth-focused newsletters	Full websites + blog

Who is it for?

Good fit:

• Newsletter writers who want full ownership of their content and email list
• Creators building a paid membership around articles and podcasts
• Anyone frustrated by Substack’s lock-in or limited customisation
• Developers comfortable with technical setup (for self-hosted)
• Creators who want to build a long-term, platform-independent business

Consider alternatives:

• Substack is simpler and free for the basic tier
• Beehiiv has better growth tools (boosts, referrals, ad network)
• ConvertKit (Kit) is stronger for course creators and sellers of digital products

How it fits your tool stack

Getting started with Ghost

If choosing Ghost’s hosted plan (recommended for most creators), sign up at Ghost.org and choose the Creator plan. The setup wizard guides you through connecting a custom domain, configuring email delivery, and selecting a theme. The entire process takes about 30 minutes.

Import existing content — Ghost supports importing from Substack, Medium, WordPress, and other platforms via JSON or CSV. Your posts, subscriber list, and member tiers transfer seamlessly.

Configure membership tiers early. Set up free, monthly paid, and annual paid tiers. Stripe integration is built in — connect your account during setup. You can gate individual posts behind any tier, creating a natural upgrade path.

Start publishing with Ghost’s editor — it supports markdown, rich media, and inline content gates. Write your first post, set it to “members only” for paid subscribers, and send it as a newsletter. Ghost handles email delivery automatically based on membership tiers.

Explore Ghost