Content Expert Interviews: Series 4
Tyler Hakes: Content Marketing Expert
Tyler Hakes
1. Tell me more about yourself and how you got started with your career.
My name is Tyler, and I run the team at Optimist. We're a content marketing agency focused on driving organic growth. We work primarily with B2B tech and SaaS companies in a wide range of industries.
I started my career really as a writer who accidentally got into marketing. I studied Journalism at the University of Iowa. But I graduated at a time when it seemed like journalism might be a totally doomed path. Luckily, I had some experience building websites and doing a few other things. So that led me into a very generalist marketing role where I got to learn a bit more about how to apply my skills. From there, I worked a few different in-house jobs, worked in consulting firms and agencies. Ultimately, that led me to leading growth and marketing for a venture-funded startup.
Working for a startup really gave me the skills and understanding of content marketing and SEO that would propel my career forward. We spent 2 years building everything from scratch and scaling the business to over 1 million users. It was a ton of work. And, in the end, I felt good but simply burned out from the startup lifestyle. So, I decided to step back and figure out something else. That led me to freelancing for a bit, applying some of the skills and strategies I learned at the startup for other companies who wanted to achieve similar results. And, ultimately, as my freelance work grew, I started to take on bigger clients. I needed a team. And that led to Optimism. It's been about 8 years now.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
Sell the benefit. Not the feature. You've probably heard that before. But, I think a lot of freelancers get focused on their process and their craft. They try to market themselves by writing articles or LinkedIn posts about how to craft a great article, how to write an interesting hook, or how to conduct keyword research.
But your customers aren't other writers. They're the people who hire writers. Marketing directors. Growth leaders. And those people don't necessarily care about the thought process that goes into crafting an outline. They care more about whether that article is going to help them hit their business goals.
When you buy a vacuum, do you care about the steps it takes to assemble it? Of course not. You care about how well it cleans your floors!
So, I think freelancers can help sell themselves by focusing on understanding the impact their work has. The better you're able to show you understand how your work drives actual business outcomes, the easier it will be to get a "yes" from prospects.
Krystle Dodge
1. In a quick paragraph, introduce yourself and tell me how you got started with content marketing.
Writing has always been my passion, so I knew I wanted to work in a field related to writing in some way. My first professional writing gig was in the Media Relations office at Rowan University as a graduate student. I got to work with an amazing mentor there who taught me so much, and I was fortunate enough to have the opportunity to work with the university as a freelancer after I graduated (which I still do today, 13 years later). That opportunity allowed me to begin building a portfolio, which I used to land the next writing opportunity, and the next, and so on.
I worked as an in-house content writer in the marketing department for a law firm for almost six years and then spent the next five and a half years as a full-time freelance writer. Today, I work full-time as the Senior Content Marketing Strategist at the legal marketing agency Esquire Digital (a role I obtained through connections I made as a freelancer) and still do some freelance work for select clients. I've written for the legal, healthcare, science, finance, higher education, and lifestyle industries.
2. What is one thing writers can do to make their content stand out on Google and for audiences?
We all wish for these almost magical hacks and formulas to make our content stand out more, but I honestly think the most important thing writers can do is tailor their message to their audience in meaningful, substantive ways.
I don't mean just tweaking some language as an afterthought or tossing in references to topics that match some imaginary persona to attempt to build a surface-level connection. I mean beginning your content by really digging deep into questions of what your audience wants, what needs and problems they have, and how whatever topic you're marketing offers them solutions—and then planning your messaging around those considerations.
Whatever the topic of your content is, you're not just marketing a product or service. You're marketing what that product or service means on a deeper level and what the solution to their problems represents to your audience.
For example, a lot of my writing experience has been in the legal field, which is one of the least "fun" fields. No one looks forward to hiring a lawyer, which means it's hard to get prospective clients excited about taking action. But when you dig deeper, marketing legal services is really about marketing hope: for a return to normalcy, for a second chance, for a new beginning, for the protection of one's freedom or family or legacy. Explaining the legal services is important, but what's really meaningful to the audience is how the products or services you're marketing will fix their problems.
Building your content around your audience is what will help your writing stand out from all the surface-level noise out there.
Leandra Beabout
1. Tell me more about yourself.
I'm a former high school English teacher and newspaper journalist who was drawn to the freedom of freelancing. To prepare myself financially, I started writing blog content, newsletters, and other random writing pieces for companies on the weekends and evenings while working full-time as a newspaper reporter. Early on, I joined Jennifer Goforth Gregory's Facebook group, The Freelance Content Marketing Writer. I also read her book. These valuable resources helped me learn to see myself as a business, not just a dime-a-dozen freelancer. Now, I split my time between content marketing for healthcare brands and travel journalism, the latter of which doesn't pay well but does result in some once-in-a-lifetime experiences.
2. What is one thing writers can do to make their content stand out on Google and for audiences?
Be human. That doesn't mean never using AI for things like content prompts and brainstorming sessions. However, Google's updated EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness) made it clear that the algorithm prioritizes originality and human-ness. Make it easy for Google to understand what you're an expert in, then double down on writing human-sounding content in your areas of expertise. I've had more clients and editors tell me to start writing first-person intros or weaving in a little more personality in bylined content. Using my voice is fun!
Allison Ditmer
1. In a quick paragraph, introduce yourself and tell me how you got started with content marketing.
Hi there, I’m Allison Ditmer. A little over a year ago, I started my own business focused on providing strategic content plans and solutions for organizations. And in January of this year, I started The Organic Freelancer Newsletter, which offers actionable tips to help others create more strategic content that audiences can find and love.
Most of my experience is in the corporate world, where I spent 15 years in digital marketing for a top 100 CPG company. With two kiddos, I got to a point where I think a lot of moms get to in the traditional business world - I needed more flexibility than what the 9-5 guardrails would provide. So, here I am helping clients create more awareness or increase conversion across digital channels based on audience and SEO research. I’m still learning as a solopreneur, but I’m enjoying the ride and finding ways to help my clients meet their goals.
2. How do you maintain a focus on innovation?
One of the critical aspects of content creation is continuing to find ways or systems to innovate. It’s crucial to stay relevant with your audience. And there are a few practices I embrace to regularly do this.
Maintain a Test & Learn Mindset
It’s all about experimenting. I don’t think you can enter the world of content creation without being willing to try new things and see what happens. Google’s algorithm and social platforms are constantly changing, which means you have to be able to change as well.
Staying flexible, testing new content types, and analyzing the data to determine what is and isn’t working keeps me on my toes. It’s never dull.
Intentionally Connecting
30-minute meetings or in-person coffee chats with other freelancers and content leaders have been a burst of creativity in my business. I’m always learning something new by sharing. These connections have supported me in the “valley” moments in my freelance life.
It’s where you get different perspectives that open you up to new ways of thinking.
This path wouldn’t be nearly as exciting if I tried to do it alone. And I really value these connections.
Embracing the Journey to WHY
A big part of why I like putting strategic content plans together for clients is I enjoy the research journey.
Digging into audience surveys, interviews, SEO keyword research, and looking at conversations and responses online have been insightful areas for uncovering new content gems. You stumble across new terms in how the target audience talks about an experience, or you find high-volume, low-competition keywords you can easily integrate into your content.
I’m often hit with new content ideas in the research discovery phase of any new project. And it’s so fun to reveal those to my clients.
Utilizing AI & Staying Open
The time of AI in the content world has settled in a little more, and I find it’s been a helpful tool for fostering innovation.
It’s helped me brainstorm and prompt content possibilities, from uncovering challenge areas of my target audience to getting ideas for meta descriptions. Staying open to this technology and continuing to learn how it can further improve processes has been beneficial to my business and my content.
Chris Yeich
1. In a quick paragraph, introduce yourself and tell me how you got started with content marketing.
My name is Chris Yeich. I work for TransUnion as its director of global content marketing. I got my start in content marketing after spending the first 15 years of my career in B2B journalism, where I worked for various business publications in a variety of editorial roles, from associate editor to editor-in-chief. I found that the same principles of good journalism and storytelling apply directly to content marketing, starting with knowing your audience.
2. How do you identify and understand your target audience, and how does this influence your content creation?
As a brand, our content strategy mantra is to be as outside-in as possible. We use data-driven insights such as SEO and social listening alongside inputs from our client relationship managers to pinpoint the needs, challenges, and preferences of our target audiences. We then impart those insights into the creation of compelling, interconnected content collections that span the entire customer journey. We deliver those content experiences to our audiences in their preferred asset formats and channels so that we are offering something of true value to help them overcome challenges and capitalize on opportunities. In other words, we listen to what our audiences are telling us they need, then work to give them valuable information to help them do their jobs better. It's not rocket science: it’s relationship building that stems from active listening.
Racheal Ede
1. In a quick paragraph, introduce yourself and tell me how you got started with content marketing.
My name's Racheal Ede. I've always loved reading and writing, but never thought that would be a career path. After graduating from the university, I was broke and idle at home waiting to be accepted by any of the hospitals I had applied for internship. I saw a post, someone shared how much he earned from writing on Fiverr. That piqued my interest, so I started my research about paid online writing/ content writing. To cut the story short, I enrolled in a freelance writing class, finished the course, and created a portfolio. I started with Upwork and some writers subcontracted to me, but I wasn't getting many jobs and was earning peanuts (about $5). I knew I needed to be more strategic if I wanted to earn more—so, I learned how to pitch, picked a niche, updated my LinkedIn, improved my writing skills, and started going for better clients.
Since then, I've been upskilling, taking more courses on content marketing and growing a business.
What is one thing writers can do to make their content stand out on Google and for audiences?
The most important thing is to understand the audience:
Who are you writing for?
What are their pain points?
What information would be most helpful to them?
What do you want them to know or do after reading the content?
Answering the above questions helps me customize my content to meet the needs and interests of whoever is reading.
Liz Heflin
1. Tell me more about yourself and how you got started with your career.
I’m Liz Heflin, and I’ve been a freelance writer, editor, and content marketer since 2006. Growing up, I always knew I wanted to be a writer, but I was never sure exactly what that was going to look like. I loved fiction and poetry (I still do!), and I ended up getting my bachelor’s and master’s degrees in creative writing.
During my sophomore year of undergraduate study, I began freelance writing. It all started as a way to just make some extra cash. (It also didn’t hurt that I could do the job from my apartment in my pajamas!) Having absolutely no idea what I was doing, I started applying for everything I could find.
I started landing jobs. Then one-off jobs turned into more recurring work. I made some key connections, who referred me to additional clients. Before I knew it, this side gig I’d started exploring had snowballed into a career I really loved. That was almost two decades ago now, and I still love it!
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
I have lots of advice, but here are some high-level points that feel most pressing:
One of the best ways to land clients is by treating every job as an opportunity for additional projects. You never know what one-off gig will turn into recurring work. Proactively let clients know you’re available for additional jobs, and make asking for reviews and referrals part of your standard process.
Finding good writers who are also reliable, professional business owners is tough. Writing can feel like an incredibly competitive field, but if you meet your deadlines, are communicative, are pleasant to work with, and deliver quality work that drives results, that client isn’t going to want to let you go!
Success in freelance comes down to two things, and you can’t neglect either one. Being a good writer and being a good business owner. Ultimately, lots of writers aren’t suited to the freelance life because they don’t enjoy the entrepreneurial aspect of running their own freelance writing businesses. As you’re upskilling, spend just as much time on the processes and business side as you do on the writing side.
Diversification is key in several important ways. One, diversify your client base. Never rely too heavily on one single contract or company. That way, if something falls through, you’re not stuck in the lurch. Two, diversify how you fill your pipeline. Build your brand on social platforms. Pitch. Network. Apply to reputable job boards or curated job platforms. Ask for referrals. Go after recurring anchor clients. You have to decide where to invest your time (especially as a team of one), but multiple client acquisition strategies help ensure your next client or project is never far away.
When applying for jobs, never underestimate the power of industry knowledge and social proof or testimonials. I’m not saying every freelance writer needs to niche down, but demonstrating your experience in a topic is very persuasive to hiring managers. Having lots of glowing reviews or third-party endorsements also gives that hiring manager a lot of confidence in your proposal.
Go the extra mile. Sometimes applying to freelance work can feel like its own full-time job, so the idea of pouring your heart into every application seems exhausting. But that extra effort shows, and it’s often rewarded. Rather than quickly and injudiciously applying to lots of things, be more selective about where you’re expressing your interest, and then put care and thought into those applications.
Don’t underestimate the power of community! Being an active part of the freelance writing world can fast-track your success and help you avoid some costly, time-consuming mistakes. It offers education, support, motivation, and (often) more work opportunities. In this career choice, that can make all the difference!
Ronnie Higgins
1. Tell me more about yourself.
Hi, I'm Ronnie Higgins and I'm the director of content at OpenPhone. I'm also the marketer behind a new newsletter and podcast called Marketing Under The Influence. I got started in content marketing over a decade ago, when my career in film and broadcasting came to a screeching halt after the 2008 crash and I took a gig producing marketing videos. Since then, I've led content at notable brands like Eventbrite, Udemy, and Hopin while advising companies on the side.
2. What is a new content strategy people should know?
This is more of a paradigm shift than a trend, but a number of factors have completely upended the effectiveness of what has been widely considered tried-and-true strategies and tactics aka the "traditional" content marketing playbook. That playbook was created when barely anybody published content online and new stuff effortlessly found its way to audiences as a result. Fast forward to today and the equivalent of over 237 million years of music is generated online every day. Content marketers need to step outside of the marketing echo chamber and learn the "who, what, when, where, and how" behind the audience's media habits if they want to succeed today.
Tracy Rawlinson
1. Tell me more about yourself and how you got started with your career.
So, here's the beginning of a bit of a mid-life crisis moment, lol. I'm Tracy, a freelance writer specializing in HR/L&D/leadership for B2B brands, based in the UK. I spent over 30 years working in local government in various HR, adult education, and leadership roles.
In 2021, I took the plunge, resigned, and started my own freelance writing business, and I haven't regretted it since! Leveraging my experience and qualifications to choose my niche. I was fully aware from the start that success wouldn't happen overnight and had the mindset of ‘I’m in this for the long run’.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
First off, every freelancer's journey is unique. What you see on social media about their success is just a small part of the whole picture. Although I love reading success stories from other creators, it's crucial to realize that for each success, there’s usually a two steps forward and five back process to get there.
Getting clients is challenging, and I'm not at the point where I can be relaxed about having a stable income. What works best for me is consistently marketing myself. Even if I'm fully booked, I keep sharing on social media, offering insights and expertise. It's about keeping my name and services visible. I’m now finding that potential clients are reaching to me instead of the other way around.
Apart from marketing my services, what has truly made a difference for me is investing in coaching. It changed my mindset from being “just” a freelance writer to seeing myself as a business owner. This shift in thinking has empowered me to make better decisions, choose the right clients, and confidently address issues that may not align with my values.
Juwaria Merchant
1. Tell me more about yourself and how you got started with your career.
I’m a freelance writer for marketing and SaaS brands with bylines in ClickUp, Zapier, Breadcrumbs, Ranktracker, etc. On the personal front, I’m an avid reader, a lover of (chocolate) cakes, and a huge fan of Buzzfeed quizzes.
I started off as a generalist writer (my first assignment was writing for a travel company for $10/piece). I realized travel wasn’t my niche and wanted to explore different niches, topics, and writing styles.
My solution was simple: Working with content marketing agencies and subcontracting under established freelancers (Ashley being one of them) to learn their processes and to decide which niche I enjoyed writing for most.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
Personally, the best thing I did for my business was directly reaching out to editors whose work I really liked (i.e., instead of applying for gigs, I practiced the art of cold DMing).
Again, this was something that worked for me and I’ve seen other freelancers get better success rates from other methodologies.
As for building your business, these are a few tidbits I’d like to share:
1. Editors are godsend. Try to work with companies that have editors who are genuinely invested in helping you grow (on that note, don’t take their edits too personally!).
2. Invest in your business. Try to buy books, courses, and consulting sessions, and invest time in your growth (I usually set X amount yearly that I can use for business growth).
3. Try to build relationships with other freelancers. I’m not the best at networking or being active on social media either so I’m really a guru on this topic, but if you have something positive to say or helpful to share with another freelancer, let them know!
4. Follow-ups are important in getting work. Oh, and, so are deadlines :)
Kat Gal
1. Tell me more about yourself and how you got started with your career.
I’m Kat Gál. I’m a freelance health writer. I write health content for functional, integrative, and naturopathic medicine doctors, private health practices, supplement companies, and other health and nutrition brands. When I say health content, I mean both physical and mental health, in fact, I love writing about mental health, psychology, and the mind-body connection. I
specialize in long-form blogs and articles, ebooks, course content, patient materials, webinar content, and book content.
I’m also the founder of the No Hustle Freelance Writer Course. I help new and struggling freelance writers to create a sustainable freelance writing business on their own terms without hustling.
I stumbled upon freelance writing by accident. In my ‘past life’, I was a social researcher. Due to my increased interest in health and desire to help others, I decided to change directions and train as a health coach. I started blogging and guest posting to promote my business. Though I had some success getting clients this way, to my surprise, people started coming to me asking for my writing. Some wanted unpaid guest posts, but some wanted to pay. It wasn’t much, $10-20 a blog, but I got curious. I started googling and found the world of freelance writing. I didn’t even know what ‘freelancing’ meant. But it felt right. I always loved writing and it was always a crucial part of my personal life and work.
It took me a few years to get my footing and get regular and well-paying clients. At first, I didn’t even know what I was doing, and I was just excited to get some extra money for snacks :) Once I realized that people were actually making a living with this, I got serious.
Learning about cold emailing was a life-changing (or business-changing moment). I finally connected with my dream clients and started raising my rates. My income exponentially increased, and so did my happiness. Today, I can say that I have a sustainable and successful freelance writing business.
I didn’t forget about my passion for helping others either. I’ve been active in various freelance writing Facebook groups for years and on Linkedin for the past three years. I love supporting fellow writers, offering advice, and sharing what I’ve learned. I finally decided to share everything within a course format and launched No Hustle Freelance Writer Course a year ago. Freelance health writing is still my number one passion and my main income. I find it crucial for course creators and coaches to be still involved in the area they are teaching.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
There are so many. But let’s see… My number one tip is to take action. There is a sea of information out there. It’s easy to get lost. Many writers sign up for every course and read every piece of advice but don’t take action. Others jump from strategy to strategy without giving something a shot. If you buy a course or book, or hire a coach, or resonate with a free strategy you found online, follow up! Take action. Give it an honest shot. Instead of buying ten courses, buy just one. But make sure that you follow it to a T. Give it 3 months, then evaluate to see if it worked and course correct accordingly. You can always change directions or add more tools later on.
Another important tip is to remember: you can always change your mind. Newbies always panic if they are picking the right niche or pricing their projects right. Guess what? You can always choose a new niche or add another service. You can drop a client. You can (and should!) increase your prices. You can change your mind at ANY time. Heck, if you realize that freelancing is not for you, you can always decide to stop. We put so much pressure on ourselves when we can change our minds as we please. Remember, you are your own boss.
Which brings me to my last point: Practice a business owner mindset. You are not an employee. You see your rates. You decide your terms and conditions. You decide how you run your business.
When it comes to getting clients, cold emailing is still my favorite thing for newbies. Linkedin is also a great place. But I talk about this more in my No Hustle Freelance Writer Course, so sign up or follow me on Linkedin for more.
Sharon Wu
1. Tell me more about yourself and how you got started with your career.
Hi! I’m Sharon Wu, a SoCal-based freelance content writer. Since I was young, reading and journaling have been a big part of my life. My passion for words followed me through university.
After earning my BA in Communications from UC San Diego, I started freelance writing part-time for a digital marketing agency while modeling in LA. During this time, I also launched a lifestyle blog to share my love for fashion and beauty.
What started as a hobby turned into a significant part of my career, especially when notable brands like Marshalls, COVERGIRL, and American Express hired me to create content for their social media campaigns.
That industry, unfortunately, changed a lot around 2020-2021. Video content took center stage (not my forte). I really enjoyed freelance writing, so I pivoted to do it full-time. Now, I write articles and guides for B2B/B2C brands and high-profile founders.
When I'm not writing, I'm mentoring budding solopreneurs. I've been freelancing for over 10 years, and find great fulfillment in using my experience to help others make money doing what they love, just like I have over and over.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
Looking back, I wish I had focused on building a personal brand on LinkedIn… before it became “a thing.”
It’s amazing how consistently sharing valuable content on the right platform can propel your business to new heights rapidly. In just a year, my content marketing efforts on LinkedIn took me from writing for content mills at $20/hour to writing for major publications and founders at $1000+/blog.
The key is to establish a strong online presence where your dream clients are. Once you do, opportunities start to cascade one leading to the next. And after accumulating a handful of solid client testimonials, landing top-quality clients becomes much easier.
In the early stages, it’s common to face challenges. Sending out pitch after pitch with no response is part of the process. But don’t get discouraged persistence is what separates successful freelancers from the rest.
When it comes to portfolio-building, you don’t have to work for free. Your hard work deserves compensation — even if you’re a new writer, graphic designer, photographer… you name it. So instead, create ‘spec work’ and publish it somewhere online your website, social media, or a free platform like Medium.
For example, let’s say you want to write content for medical spas:
→ Research trending topics in that field (e.g. Botox, CoolSculpting, facials, etc.)
→ Figure out what people are curious about (check Google's "People Also Ask")
→ Write blogs addressing curiosities, as if you were doing it for your ICP
→ Publish and present these samples when you reach out to prospects
This approach has been incredibly effective for me — give it a shot!
Blair Sharp
1. Tell me more about yourself and how you got started with your career.
I was super creative when I was younger but kinda lost interest in my late teens. My college lifestyle took over, priorities shifted, and I didn’t write much until I was in my early 30s.
In 2019, I started writing for a local blog and fell back in love with sharing my ideas through writing. I wrote many one-off articles for various publications and started creating alcohol-free content on Instagram in late 2020.
In the fall of 2022, I decided to find some recurring clients while still working full-time as a psychometrist at the Mayo Clinic (I test people’s thinking). I sent a cold Instagram DM to a treatment center, and it worked! I still write for them today.
After that, I started working fewer hours at my job, continued adding to my client roster, and eventually switched to part-time in October 2023.
Today, I write blogs, emails, and social content in the mental health, wellness, and family spaces. My words are in Insider, SheKnows, Parents, The Bump, and Rescripted, among others.
I create content for other freelancers on LinkedIn and write a weekly newsletter called Hey Freelancer! where I share my real-life experiences and advice for getting clients, growing a personal brand, and everything you need to succeed as a freelancer.
People always ask me about going full-time freelance, but my current schedule works for me! I’m not aiming for six figures anytime soon. I just want to do work I love with clients I enjoy and live a happy and content freelancing life.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
Landing clients can be the trickiest part of freelancing, especially if you’re just starting out. Having a “freelancer toolkit” is key: spend time on cold outreach, social media, browsing job boards, and talking to other freelancers in your industry to get referrals…there are so many ways you can get clients, but you have to put yourself out there and do the work.
I’m also a big fan of social media and having your own personal brand. When you’re visible, your potential clients are more likely to come straight to you!
Jessica Walrack
1. Tell me more about yourself and how you got started with your career.
Hi, I’m a freelance finance journalist for industry-leading publications including Investopedia, CBS News MoneyWatch, and US News and World.
I started freelance writing in 2013 on Elance (which merged with Odesk and became Upwork). When I first started, I would apply for 20 gigs every weekday morning. As I built a work history, testimonials, and experience, I began to retain clients and land more of the jobs I was applying for.
In 2016, I started growing my network and introducing myself to potential clients on LinkedIn. I also made a profile on Clearvoice which led me to their talent network and resulted in ongoing inbound opportunities.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
Here are the 3 things that have resulted in the biggest growth spurts in my freelance business over the last 11 years:
1. Niching down: Getting really specific with the writing type I offer, the industry I serve, and the type of company I write for doubled my income in a very short period. When choosing a niche, it’s important that it ticks three boxes: The final writing product is in high demand, the target clients have the budgets to pay well, and you enjoy the work/clients.
2. Building a personal brand: Building a presence on LinkedIn, Facebook, Instagram, and Google (via my website) has been incredibly helpful in terms of direct leads, support, community, learning, and referrals. Especially LinkedIn!
3. Always look for opportunities: Even when I’m fully booked, I’m always looking for new opportunities to grow and improve my business. I regularly monitor social media feeds, writing-related social media groups, freelance writing job boards, and freelance writing newsletters.
Dani Wolfe
1. Tell me more about yourself and how you got started with your career.
So, I come from a big marketing background. I've worked full-time for different brands and agencies over the years to help solidify their marketing strategies and grow their businesses. Six years later, I became pregnant, and it wasn't until I was on maternity leave that I realized I needed a career path that I could actually work on my own time, whenever I wanted, and with a baby on my back. I went down the different rabbit holes of marketing, looking for one specific niche that I could focus on and start freelancing. My favorite part about marketing was the content writing and copywriting so that's when I decided to learn more about it and go all in. I started watching YouTube videos, following gurus on LinkedIn, and soaking up all the information I could on how to start freelance writing. But what really jump-started my new career was going in head first and starting to take on projects for clients. Learning by doing is the most powerful way to learn!
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
My best advice for freelancers to land clients is to be quick. Be one of the first to apply for opportunities. Have your job search filters set to gigs posted within the last 24 hours and filter them sorting with the newest first. You also have to be fast to respond to their follow-up questions. Businesses don't want to spend weeks (sometimes not even days) hunting for a freelance partner - they want someone, and they want someone fast. Think about it like this: the more time they take filling a role, the more they lose out on revenue. Being one of the first to apply and respond quickly to all their questions will keep you at the top of your mind.
Personal branding is one of the best ways to build your freelance business. Find a social media platform and start becoming a thought leader in your space. Post about your recent projects, new client partnerships, certifications or courses you take, and results your projects are generating for your clients. A strong personal brand will start producing new client leads in your sleep!
Paulette Perhach
1. Tell me more about yourself and how you got started as a freelance writer. What was your journey like?
It all began with a middle school yearbook and went from there to a degree in Magazine Journalism. During the Peace Corps in Paraguay, I realized I wanted to incorporate more creative writing.
I came back from the Peace Corps and got a job at a tech company to pay off my student loans and set myself up to be a writer. I learned so much about business while I was there, but especially in Seattle, where a sunny day was super rare, I wanted more control of my schedule.
One sunny day, a graphic designer who was a freelancer came in for a meeting and then left out into the sunshine. The sentence that formed in my head said, “I’m not allowed to leave the building.”
My work that week could have easily been done on the weekend when the weather called for rain. It's hard to understand what this feels like if you haven't lived in Seattle and been sun-starved. But it just gave me this feeling of: “This is so stupid. Why can't I choose when I work?”
That was really the moment that I knew I wanted to go freelance and be able to flow a little more freely with life. I had seen that in the Peace Corps and other cultures, and just wanted to be more aligned with the natural rhythm of life and reality in a way that traditional jobs don't let you. So I embarked on that path and officially became a full-time freelance writer in 2016.
2. What advice do you have for freelancers to land clients? What are some of the best ways they can build their business?
The first place they want to look is in their weak ties, which are acquaintances, old co-workers, or classmates. Let them know that you've started a freelance writing business. Then simply ask, “If you hear of anyone who needs a writer, would you keep me in mind?
Once you get an interested client and you have your first phone call or discovery call, ask questions and listen for the first 80% of the call. So many people rush in to sell, and that feels very awkward. And you end up just rambling because you're just spouting off about yourself. First, ask your prospective client where you are trying to get to and what's getting in your way. This will formulate the narrative of how you can help them. It makes it just so much easier to have a short and powerful statement at the end of your meeting about the value you can bring to them.
If you’re feeling shy about promoting your business, I always say to treat it like a taco truck! Put out that sign. People are hungry.
When you are a freelancer, you have two crafts: the craft of writing and the craft of business. Business can be as creative and connective as art can be when it's done in a spirit of service.
For more on our expert interview series, check out the Searchlight Content blog.
