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Welcome to the 24th edition of Expert•ish Freelancer, a newsletter that helps you launch or elevate your freelance business. Every other Friday, get tips, tools, and insights based on my 35⁺ years as a freelance writer.

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A few times a year, I send out an “Ask Me Anything” email to Expert•ish Freelancer subscribers, inviting you to share your questions and concerns about freelancing.

One of the most intriguing questions came from Cheryl M., who asked about content marketing and wondered how to find the gigs. Cheryl's question isn't unique. Many freelancers (especially journalists) have struggled to navigate the world of content marketing.

Ready to dive in? 

Today’s newsletter dives into how to uncover content marketing opportunities.

🔍 Key Takeaways: 

✅ Target LinkedIn decision-makers.
✅ Leverage existing niche expertise.
✅ Position yourself as a solution provider.

Today’s issue is brought to you by Authory. Sponsors help keep the newsletter free, so please click on their link to check out their offer! ⬇️ 

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Freelance Focus: How to Crack the Content Marketing Code

With traditional media changing so much these past few years—magazines folding, editorial staff being laid off, Google algorithm changes upending digital content—I’ve been shifting my focus less toward journalism and more toward content marketing. I’m still writing for print and digital media outlets (my first writerly true love ❤️), but I devote less effort to seeking journalistic work.

What Is Content Marketing, Anyway?

Content marketing is essentially creating valuable, relevant stuff that people actually want to see 👀 rather than interrupting them with traditional, in-your-face ads. Think of content marketing as the Ted Lasso of marketing—it wins people over with helpfulness and positivity rather than aggressive, in-your-face tactics. It’s “pull marketing” rather than “push marketing.”

For freelance journalists, this is familiar territory with a twist. You're already skilled at researching, interviewing, creating compelling narratives, and providing valuable information. Content marketing just shifts the context and purpose slightly.

Instead of reporting news for a media outlet, you're crafting blogs, videos, podcasts, or social media posts that help a brand connect with its audience. The goal isn't just to inform—though that's important—but to build relationships and trust that eventually lead to business.

The skills that make you an excellent journalist translate perfectly: authenticity, providing genuine value, and respecting your audience's intelligence. The main difference is that your work now serves specific business objectives like driving sales, building brand awareness, or establishing thought leadership.

Many journalists find it's a natural transition because you're still telling stories and providing useful information—you're just doing it to help a business connect with its audience rather than purely to inform the public

The good news? Brands (and agencies) often hire freelancers to craft these content marketing deliverables.

The Great Content Marketing Hunt

Like other freelance writers, Cheryl was struggling to wrap her head around content marketing—a bit like trying to explain what exactly happened in the latest episode of Severance. (Your Outie knows what this means. Your Innie, not so much.)

In fact, even I was a bit confused when I first started hearing the term. Ironically, I’d actually been writing “content marketing” materials for years—it just wasn’t called that back in the 1990s. (These days, everything has a new name—and even new spellings! Head is now hed, lead is now lede. Whatever. 😜)

Anyway, Cheryl lamented, “I still don't get how to find content marketing clients. It's not like pitching specific places like The New York Times or National Geographic. I don't know who to send an LOI to.”

This confusion is common among freelancers transitioning to content marketing. Unlike traditional journalism with clearly defined publications and editors, the content marketing landscape can seem nebulous. So, let’s demystify the process.

Where Are the Content Marketing Gigs?

Content marketing clients exist in virtually every industry. But finding content marketing gigs requires a bit of detective work. 🕵️ You start by looking for clues in the industries you already write about.

For instance, I primarily write about travel, food, lifestyle, and wellness. So, in terms of content marketing, I've written travel content for Hilton and Marriott, wellness content for Nature Made and Orlando Health, and B2B food content for Dawn Foods.

Are these brands traditional publishers? No, their goal is to sell hotel rooms, supplements, and baking ingredients. But they all produce valuable content as part of their marketing strategy to inform their audiences and build trust. This is where we come in as storytellers.

“But I still don't really get how you find places,” Cheryl persisted. “For your example of the hotel, what would you search for? When I look for an editor, I search for publication name editor (i.e., NYT editor). In your case of Hilton, what title did you search for to find the correct contact? Is the person called an editor or something else?”

Great question, Cheryl! It's a bit different from searching for traditional editorial contacts.

Your Step-by-Step Guide to Landing Content Marketing Gigs

1. Strengthen your portfolio. Before you even reach out to prospects, get your portfolio in shape. Showcase your niche expertise, writing versatility, and storytelling abilities. Content marketing clients want to see that you can communicate complex ideas clearly and compellingly.

2. Target companies in your niche. Look for brands related to topics you already cover. Check if they have active blogs, resource centers, or newsletters—these signal they invest in content.

3. Find the right contacts on LinkedIn. Visit company pages and click on the "People" tab. Search for titles like "Content Marketing Manager," "Digital Marketing Manager," "Content Strategist," or even "Brand Storyteller." Job titles vary widely, so be creative in your searches, knowing they usually fall under the marketing umbrella.

4. Make meaningful connections. When reaching out, briefly mention your relevant experience and directly ask if they work with freelance writers. Personalize each connection request based on the company's content needs. As soon as possible, move the conversation off LinkedIn and email a letter of introduction (LOI).

5. Position yourself as a solution. Unlike pitching specific article ideas to publications, content marketing outreach focuses on how your expertise can help solve their content challenges. Highlight your understanding of their industry and audience.

6. Follow up strategically. Content teams often plan weeks or months in advance. If you don't hear back immediately, follow up after 2-3 weeks with a friendly reminder and perhaps a relevant industry insight.

Nurturing Content Marketing Success

“This is really helpful! And you are the first person to explain this!” Cheryl said. “Whenever I see those posts about earning $10k💰per month, they never explain how in this much detail. I really appreciate it.”

It's moments like these that remind us why sharing our experiences and insights are so important—and why I publish Expert•ish Freelancer. By breaking down the process into actionable steps, I want to help you succeed in freelancing—including the world of content marketing.

Remember, content marketing relationships often start with a single project and grow into ongoing work. Be patient and focus on delivering exceptional value with every assignment.

For a deeper dive into this world, I highly recommend Jennifer Goforth Gregory's book The Freelance Content Marketing Writer. While it could use updating, it still provides an excellent introduction to content marketing. (I've got a copy myself.)

The Payoff Is Worth It

Content marketing work can be both creatively fulfilling and financially rewarding. Many brands maintain robust content budgets and value long-term relationships with reliable writers who understand their voice and audience. By methodically building your content marketing client base, you can create more stability in your freelance business while still exercising your storytelling muscles.

When You’re Ready Here’s How I Can Help:

• Follow me on LinkedIn. I share more freelance tips/insights most weekdays.

• Share Your Success Story. I would LOVE to hear how you’ve implemented any of the ideas in Expert•ish Freelancer and found success. I might even include your win in a future newsletter. You can reach me at [email protected]. 

• Want to learn more about me? Hop over to my (needs to be refreshed) website: www.LisaBeachWrites.com.

• Turn to Expert•ish Freelancer’s Tools & Resources page highlighting valuable resources to help you successfully run your freelance business. You’ll find recommendations for apps, tools, training, services, websites, blogs, podcasts, books, videos, and more! If you’ve got a resource you love, let me know about it.

• Ask Me Anything! Your questions and feedback help shape future newsletter content. (I’ve already answered a few subscribers’ questions in past issues.) You can reach me at [email protected]. 

Thanks for allowing me into your inbox!

I look forward to sharing my freelance journey with you, and I look forward to hearing about yours. I’m just here as your guide. Take what works for you, and tweak it to your needs. Rinse. Repeat.

I’ll be back in two Fridays with another edition of Expert•ish Freelancer.

In the meantime….

Be kind. Do good. Give thanks. 😊

With gratitude,
Lisa Beach

FYI: In yoga, the instructor often closes the session by saying “namaste” as a way of acknowledging and honoring the light, spirit, or goodness within each person in the class. 🧘‍♀️ It’s often used as a closing to convey unity (we’re all interconnected), gratitude (thank you for this shared experience), respect (I respect you and your journey), and peace (may you find peace within yourself). Essentially, it's a way to acknowledge the shared experience and to leave with a sense of peace and connection. 😊