Note from Jennifer: Many writers ask me about how to transition into content marketing from a journalism background. I’ve written about it before, but it’s a subject that never gets old. In today’s guest post, Lynne Testoni explains how she made the leap from magazine journalist to high-earning content marketing writer. You can learn more about Lynne by visiting her website as well. 

By Lynne Testoni

Over the last two years, I have turned my journalism experience (mostly in interiors and food magazines) into a well-paying freelance writing career, specializing in content marketing for the interiors and building industry.

Here’s how I did it:

1. Get the basics right

The first thing I did was to sort out a website for myself. I went for something simple, just so I was easily discoverable online and created it through Wix. I uploaded as many of my magazine articles as I could to showcase my portfolio–concentrating on those that seemed more practical and more product-focused to show my commercial credentials. I made sure my URL was on my email signature. It’s surprising how many people click on that.

I also got myself business cards. I know, people tell me that business cards are old hat, but I have gotten a lot of business through them. I try and get to as many industry functions as I can and it is surprising how much work I get. I chat, mention what I am doing and quite often people seem interested. Having a card on hand makes me look professional and then people get to check out my website (and portfolio) later at their convenience. I even have had people contact me months later and say that they had kept my card just in case and now they have some work for me.

LinkedIn is also useful. I constantly update my profile and post PDFs or web links of recent work.

2. Use your networks

As soon as I gave notice at my full-time journalism job, I put up a message on my personal Facebook page to say that I was looking for freelance work, if anybody knew of anything going on. This simple move was surprisingly successful. My first freelance job after leaving full-time journalism was rewriting the website of a large curtain manufacturer. I was referred by a former colleague who had been asked for names by one of her triathlon buddies. She’d seen my post and remembered my name. It was a large job, requiring three weeks of full-time work, and it helped to set me up. I also used that work to develop my online portfolio, as most of my experience at that point had been in print.

The second job I picked up was also through my Facebook network. A friend of a friend had been asked for names to develop content for a large roofing manufacturer (Monier Roofing) and my name came up. It was a small job at first, but it has grown enormously and now that company is my biggest client.

All of my new customers were impressed with my portfolio of work on glossy interior magazines. Most were former advertisers and they wanted that sense of glamour that the magazines had provided. Sadly, publishing today means that these companies now don’t tend to advertise in magazines, preferring instead to upload their own content on websites. I could see this was where my future clients lie.

3. Word of mouth still works

Magazine publishing has always been a small world, but I have discovered that the interiors business is also quite small. As my first major client, I worked hard for Monier, going the extra mile with everything I did. After a few months I got a lovely email from the head of marketing in another division of the same company (PGH Bricks) who said she’d seen my work for Monier and wondered if I would be interested in doing similar work for them. Of course I said yes. This work has also grown into a substantial part of my business. And last week, I got another lovely email from the new marketing director of another home building company asking me to work with them. Apparently the marketing manager of PGH Bricks is an old colleague of his and they’d had breakfast that week and my name came up.

4. Be generous with your time

I often catch up with industry buddies for coffee or drinks. I hear about new opportunities and many of my friends have moved on from journalism into corporate communications and are now commissioning work from people like me. I like to help up-and-coming writers if I can with support and advice, and many of these people end up mentioning my name to prospective clients.

5. Freelance in your old industry

Occasionally I accept some in-house freelance work in magazines. It doesn’t pay that well, but it’s a good backup in case content writing is quiet. I find it helps with cash flow, updates my contact lists and also reminds editors that I am available for writing work. I have picked up the odd writing commission (which fits in nicely with corporate writing) and, in turn have gotten more content work. The other day I got an email from a bathroom manufacturer who needs blog articles written and, because I had written to them to check details on one of their sinks, they knew of me and checked my website (see above) and kept me on file for future work.

So that’s it (or most of it). I am lucky in that I worked in magazines for more than 20 years before I started freelancing, and developed a lot of good contacts and friends in the industry. However, I also believe that just by working hard and producing good work for people does pay – and I am living proof of that.

Are you struggling to make the leap from journalism to content marketing? Do you have any questions for Lynne?