I don’t know why more content teams aren’t acting on this, but…can I tell you a secret? Journalists (trained, former, present) are wildly underutilized when it comes to content marketing efforts.

I’m going to talk about this from both sides of the table, mmkay? Let’s start with the freelancer side.

How and why to pitch from a journalistic angle as a freelance writer

This November, I’ll be at year 10 of freelancing full-time. And in recent years, it’s been tough. There are AI writing tools, cheaper alternatives, and agencies that crank out content. Being a lone wolf in this space isn’t easy.

However, I’ve used my training and journalism experience as a real differentiator and value-add that has helped me sustain this thing for all these years.

How? Along with the topics I’m assigned, I pitch timely, relevant topics in a way that helps brands be early to emerging online conversations. By keeping an “ear to the ground” on what’s happening in the spaces I work within (retail, ecommerce, influencer marketing, etc.), I can come to the table with suggestions that help my clients build authority as cutting-edge sources of information in their niches.

It’s a major value-add for them, and it takes minimal effort on my part. I spend way too much time on Twitter anyway; I might as well put that time spent gathering information to good use, right?

So how do you pitch these kinds of ideas? Here’s an easy script you can use:

Hey {client name},
Happy to take on my usual assignments this month, but wanted to send a few timely topic ideas your way as well in case you’re working to put out more news-style pieces alongside what’s already outlined in your content strategy.
Here are a few pitches for angles I think would perform well based on what’s happening in the {industry} space right now:
-SUMMARY 1: A compelling, newsy title with 3-4 sentences explaining the angle, why it’s relevant, and who you could interview about this topic
-SUMMARY 2: A compelling, newsy title with 3-4 sentences explaining the angle, why it’s relevant, and who you could interview about this topic
-SUMMARY 3: A compelling, newsy title with 3-4 sentences explaining the angle, why it’s relevant, and who you could interview about this topic
Let me know if you’d like me to take the lead on any/all of these--happy to work as your resident journalist if there’s interest!

Easy, right?!

Next, let’s look at this from the client side of things.

How and why to publish from a content journalistic angle (as a brand)

If you’re on the brand/marketing/leadership side of things, I bet I already know what you’re going to say about this.

“Our content budget is already locked in for the year.”
“We already have a full editorial calendar.”
“Our content creation efforts are SEO-focused; we don’t need this.”

Guess what? All of those things can be true, and I’d still ask you to stop and consider adding the journalistic angle into the mix.

Think about it. This approach is an opportunity for your brand to position itself as an authority within your niche. Don’t you want to be a go-to source of information for your audience members?

And what’s more…the truth of the matter is: The SEO game is different now. Long gone are the days of low-ranking competition and keywords you could call “low-hanging fruit.” If you’ve got the resources to play that game, go for it.

But if you’re looking for another way to rank…you’ll need to be ahead of the curve by adopting a journalistic mentality. You’ll need to get to timely topics early. You’ll need to be writing about the things that your competitors won’t even think to write about for weeks.

If you've got a skilled, proactive writer dropping these ideas in your lap and offering to take the lead on building them out...why not experiment?

Miscellaneous Updates

First: Some recent episodes of the Freelance Writing Coach Podcast.

The Wild World Of AI Writing Tools. Unless you’re living on the moon, you have feelings about what generative AI tools mean for your business, livelihood, and craft. In this episode, we explore our thoughts and feelings on AI and offer some ideas on how to rise to the occasion in the new world of robot writers. 🤖
What does it mean to be a REALLY GOOD writer? In this episode, we’re exploring what content managers, thought leaders, and others look for when they’re hiring writers. In particular, we discuss how some discern critical writing abilities and editorial chops, as well as things to be mindful of when applying for roles. ✍️
Working with high editorial expectations. Working with an intense editor can be, well, intense. It can elevate your writing, poke helpful holes in your sentences, and take your craft to the next level. But it can also be really annoying. In this episode, we’re discussing our experiences working with editors who’ve got high standards (and tips gleaned from those experiences.) ✏️

Next: Something new!

For a long time, I've been wanting to make something non-work related.

I know that creative side projects give me life. But...I haven't prioritized them in quite a while, other than to co-host the Freelance Writing Coach Podcast with my friend and fellow writer Emma Siemasko. But even then, our topics are work-related.

I wanted/needed something *just for fun,* you know? That's where Off The Clock comes in. I teamed up with Krista Doyle and Allie Decker (dear friends I met on the internet, who are also marketers) to co-host a brand new, entirely non-work-related show.

Once a week, we hop on a video call at the end of the workday, crack a drink open, and chat. It's a virtual happy hour of sorts, and...you're invited.

Each episode is about 45 minutes long and is available in both video and audio form, and in them, we talk about important topics like:

Weird things we've seen on the internet (like AI girlfriends, people acting like robots for money, and more)
Books we're reading (and listening to...check out our first ep where Allie discusses an interesting sub-world of audiobooks)
Contrarianism and the "Taylor Swift appreciation check"
Our star signs, and whether or not we think they are BS

We're two episodes in right now, with new ones rolling out each week. If you like what you see, hit subscribe, would you? I don't know about you, but as an adult human being, some of my closest friendships are sort of...parasocial.

I like being a fly on the wall while I listen to my favorite podcast hosts and YouTubers...especially when it feels like you're just hanging out with friends. That's what we're going for here, and so far, we're having a blast. I will note: The content can occasionally veer into NSFW territory, so...maybe use headphones?

I think you'll like it. I *hope* you like it. Grab a drink and come sit with us.