writing niche
Storytelling Content Creation

Is It Time to Add a New Writing Niche to Your Freelance Writing Career?

6 Minute Read

A new writing niche can take your freelance writing career in dynamic, new directions, from opening up revenue streams to new creative challenges to building a larger platform and audience for your work. Yet in a world where clients want to hire an expert who really understands their industry and point of view, how can you add a new niche to your freelance writing career? Can you write about technology and hospitality, for example, or insurance and parenting, and be taken seriously in each—or both—in terms of the client relationships you want to build?

To learn more about developing a new writing niche, I talked with Doug Bonderud, a freelance writer who specializes in technology and also writes about finance, HR, innovation, and more.

New Freelance Writing Niche

Image attribution: Rob Bates

Multiple Niche Writers: Through the Lens of One Career

Doug Bonderud started out as a tech writer five years ago, after a career in law enforcement and studies in religion. Developing a sustainable client flow and hitting financial targets required an open mind and diversifying into multiple niches. “My transition to multiple niches was business driven—I’m a full-time freelance writer, so I need to ensure I have as much steady work as reasonably possible. As a result, I created a website, applied to every program I could, and said ‘yes’ to just about every opportunity that came my way,” he says.

It has paid off with many different opportunities. “Right now, I’m doing work for IT service companies, analytics firms, insurance companies, HR organizations, and even math tutoring websites,” Bonderud notes.

Marketing yourself in multiple niches can come in many different forms, from an active social presence to how you focus your portfolio. However, as Bonderud explains, there are many paths to take. Providing quality writing and building a good reputation—and focusing on raising your visibility—ultimately pay off. “I’ve been doing this for long enough that I’m often approached about new opportunities. [. . .] I’m also a member of several freelance writing marketplaces which have a larger range of potential niches.”

One of the biggest challenges when building a freelance career in multiple niches is managing client expectations. Your earliest pieces must demonstrate command of both the subject matter and voice of a client’s particular industry and positioning. “Connecting with clients across niches does take some thought and preparation. I find that it’s mostly about showing that you’re knowledgeable when transitioning to a new client,” Bonderud says.

After writing for some of the world’s biggest brands, Bonderud has some fantastic advice for writers who are thinking about adding new niches to their lineup: Be willing to take risks. “My advice? Don’t self-isolate. Even if a niche seems daunting or out of your comfort zone, it’s an opportunity to diversify—and if you make the right impact, you’ve both built up your network and (hopefully) landed another steady client,” he concludes.

Another important element of succeeding with a multiple niche strategy is building relationships with editors and always delivering on the opportunities that you’re given. When editors trust you to successfully deliver on any opportunity that they’re giving you, it’s much easier to transition into new fields where you have expertise. Factors such as delivering quality copy, hitting your deadlines, targeting the client’s voice (often just as or more important than industry knowledge), and being amenable to edits come to the forefront.

Is It Time to Add a New Writing Niche to Your Freelance Writing Career?

Image attribution: Aidan Meyer

Practical Strategies for Moving into a New Niche

If it’s time to get into a new niche, here’s a quick guide on how to do it:

Audit your background and the market to find opportunities

Often, writers have experience that can translate into untapped niches, from previous beats they’ve covered, jobs they’ve held outside writing, hobbies, and volunteer positions. A technology writer, for example, might have experience in working in human resources, which could help them effectively target HRIT clients. As Jennifer Goforth Gregory writes in her blog for freelance writers, “Think about all of the different ways that you have gained expertise on a topic, such as hobbies and past jobs, and not just think about topics you have written about.”

In my experience, adding a new niche to your freelance writing career starts with an audit. What experience and strengths do you have, and most importantly, where do those intersect with the market? One writer I know developed a personal passion for drones, right around the time when they started infiltrating different industries. Today he writes about hobby drones, drone photography, unmanned aircraft in the military, and even how industries like insurance are using them. Think big, and don’t be afraid to follow unexpected connections.

Cultivate clips in a new space

Succeeding in a new niche requires proof that you can handle the work—primarily by showcasing samples. If you’re moving into a niche, carefully review your profile to see if you’ve already written pieces that could help bolster your credibility. There are also a number of other ways to develop clips:

  • Start a targeted blog, or write and publish pieces on LinkedIn, Medium.com, or sites that let members publish content on digital blogs.
  • Take the approach Jennifer Goforth Gregory calls “the double-writing niche.” Let’s say you’re writing for a healthcare client about the patient experience, and you’re interested in moving into insurance. You might pitch a story that covers both healthcare and insurance, and use your existing opportunities to build “double-writing opportunities.” Being strategic over time can help you constantly be growing toward new levels of expertise, and as Goforth Gregory writes, “Think of writing double-niche stories as a long-term strategy, not a quick fix.”
  • Take a few lower-paying assignments to build your clips in an area, and then continue to work your way up to the brands you’re most excited to collaborate with.

Develop your knowledge

If you’re extremely interested in a niche, it’s important that you follow the latest trends. Find out what trade publications, blogs, and social platforms are most popular, and spend time getting up to speed. Consider joining a professional association or attending a conference. Not only will this give an immediate boost to your knowledge base but it will help you network—and even potentially identify new clients to pursue.

Focus on your branding

In addition to your portfolio, your bio can also help draw out your niche focus. Rework your bio on your website, LinkedIn, platform portfolios, and everywhere else to include specific keywords. List publications, experience, and clients that can help add to your “street cred” in a specific space. Start wherever you are, and continuously update your information as your career develops and unfolds.

Over time, it’s important to have strategies that help you grow your freelance writing career. Whether you’re seeking to increase revenue or hoping to find new creative challenges, adding a new niche can help you achieve these goals. Take the time to find smart strategies to identify opportunities, determine your unique positioning, develop a strong portfolio, and take your skills to the market. In today’s busy content marketing field, the sky is the limit for writers who want to grow and develop their expertise.

For more stories like this, subscribe to the Content Standard newsletter.

Subscribe to the Content Standard

Featured image attribution: Bryan Minear

Register for Forward 2019!

Liz Alton is a technology and marketing writer, and content strategist, for Fortune 500 brands and creative agencies. Her specialties include marketing, technology, B2B, big data/analytics, cloud, and mobility. She's worked with clients including Adobe, IBM, Hewlett Packard, Twitter, ADP, and Google. She holds a bachelor’s degree in journalism and an MBA. She is currently pursuing a master’s in journalism from Harvard University.

Recommended for you