Guest Post from Susan Johnston: 5 Trends for Freelancers to Watch in 2014

Thanks to freelancer extraordinaire Susan Johnston for today's guest post on freelance trends. I think you'll find it illuminating: 

Happy New Year, writers! Last year ushered in rapid changes and new developments in the media industry and 2014 promises to be no different. Not only are the markets and opportunities for freelancers evolving, but changes are also afoot to the way we get paid and insure our freelancer selves against potential health issues. Here's a look at five trends to consider as 2014 unfolds.

1.     More opportunities in content marketing.
Many of the freelancers I know have shifted their focus from magazine articles to content marketing (also sometimes called brand journalism or custom content). I even spoke on a panel about content marketing last year. Good content marketing places the needs of its readers before the desire to sell, sell, sell, which should alleviate some of the fears of sales-wary freelancers.

Big brands in industries including healthcare, finance, and consumer products now invest heavily in content marketing, and many of them use freelance journalists to produce that content, a need that I only see increasing in the coming year. Several industry insiders predict how content marketing may mature in the coming year. To read case studies and learn more about this growing field, I recommend reading the posts at the Content Marketing Institute and Content Strategist.

2.     Innovative uses of social media.
Freelancers use social media to crowdsource ideas and sources, promote their work, interact with readers, and in some cases even publish the work itself. I predict that writers' use of social media will continue to mature and evolve in 2014, so if you aren't signed up already, now's the time to claim your book title or name on social media before someone else does. I've even had prospective clients ask how many followers I have on Twitter or Facebook, so a strong following could be used as a selling point for savvy freelancers.

3.     Writers going indie.
Freelance pay rates for magazines have largely stagnated, and online and newspaper rates are generally even lower. Given these conditions, it's not surprising that journalists are becoming entrepreneurs by launching startups or writer communities, crowdfunding articles instead of selling to a publisher, monetizing a blog by charging readers, or self-publishing as Kelly has done with Improvise Press.

All of these smaller trends point to the broader movement of writers relying more on their own ingenuity and less on traditional publishers, a shift that I find encouraging and expect to see more of in 2014. However, these ventures aren't any easier than landing a magazine assignment or a book contract. In many cases, it's a lot more work to build your own media empire. It's also more rewarding because you pocket more of the profit and the glory if the project succeeds.

4.     Growing payment options.
Instead of mailing checks to freelancers, a growing number of companies now pay contributors through PayPal, direct deposit, or other electronic means. This is often faster and more secure than mailing a paper check, taking it to the bank, waiting for it to clear, and so on.

Sometimes clients gross up payments to cover PayPal fees, but many expect freelancers to absorb that cost (it's usually tax-deductible as a business expense but check with your accountant to be sure). Hopefully you're pricing your writing high enough that a small convenience fee from PayPal won't break the bank. However, my favorite workaround is Fresh books' $.50 flat Paypal fee on transactions. Invoice using Freshbooks and you'll only pay $.50 per PayPal transaction regardless of the invoice's size. 

If your clients still pay by check, don't despair. Mobile check deposit, which I covered for US News & World Report, has made it easier for me to deposit checks without a trip to the bank. A growing number of large and small banks have added this functionality to their mobile apps. Still, don't be surprised if more clients switch to PayPal or direct deposit in the new year, which is easier for both parties.

5.     The Affordable Care Act.
The Affordable Care Act has had its share of hiccups and controversy. Politics aside, many aspiring freelancers in the United States hesitate because the idea of going without employer-sponsored healthcare and buying their own just seems too daunting. I'm sure there are other freelancers who stay in marriages or domestic partnerships to avoid losing a spouse's employer-sponsored healthcare.

It may take some time to iron out the state healthcare exchanges, but their implementation could help those who previously felt tethered to an employer for the benefits. Massachusetts implemented its own health insurance exchange a year or two before I quit my job to freelance full-time and it's one of the things that even made that transition possible.

Freelancers, what trends are you seeing play out as the new year begins? Leave a comment and let us know!

**Susan Johnston has contributed to print and online publications including The Boston Globe, Self Magazine, and US News & World Report. Her ebook, The Urban Muse Guide to Online Writing Markets, will soon be updated for 2014, and if you buy it now, you'll get a copy of the current edition and the updated version once it's available.

LinkedIn Etiquette for Freelance Writers: Guest Post by Susan Johnston

I'm the first to admit that my social media skills need some fine-tuning. Yes, I'm on Twitter (@kellyjamesenger) and I have a personal and fan page on Facebook. And I've been on LinkedIn for a while but I know I'm not making the most of it. So I was delighted to have Susan Johnston, author of LinkedIn and Lovin’ It, write this guest post: 

With over 120 million professionals worldwide, LinkedIn is an excellent networking platform for freelance writers who want to build their client base and connect with like-minded professionals. Unfortunately, many writers aren’t active on LinkedIn because they’re uncertain about the etiquette or simply don’t know how it works.

Here’s a look at several of LinkedIn’s main functions and tips on using these features.

·      Inviting connections.
Unlike Twitter, where people collect followers like trading cards, LinkedIn is designed to be a network of trusted professionals. The site urges users to only connect with people they know (or at least know of). When you send an invitation to connect, personalize the message field to ensure that the recipient knows who you are. For instance, “It was great meeting you at the ASJA conference! Since you also cover small business, I wondered if you’d like to connect on LinkedIn?” Much better than a generic, “I’d like to add you to my professional network.”

You probably wouldn’t friend an editor on Facebook (unless you were unusually chummy), but in most cases, it’s perfectly fine to add editors on LinkedIn, especially if you’ve written for the editor before. If you haven’t worked with him or her yet but would like to, check if someone already in your network is connected to the person and use the “request an introduction” feature.

·      Accepting or ignoring connections.
At some point, you’ll probably get invitations to connect with people you don’t know. Lindsey Pollak, a LinkedIn spokesperson who appeared on my LinkedIn panel at ASJA, has a great strategy for these invitations. If it looks like someone you might have met but can’t remember where, send a short message like, “Thanks for your invitation to connect! I’m trying to figure out how we know each other, so could you jog my memory?” Then you can decide if you want to connect (or not).

If it’s not someone you care to connect with, simply ignore their invitation (they’ll never be the wiser). If you’ve already added someone and decide to cull your connections, there is a way to quietly remove connections (again, they’ll never be the wiser).

·      Updating your profile.
As you update your profile, you may want to adjust your privacy settings so don’t annoy your connections with a flurry of activity. This is also a good idea if you have a day job and don’t want to tip off your boss that you’re updating your LinkedIn profile (as this is often a tell-tale sign that you’re searching for a new job). You can turn notifications back on once your profile is ready for viewing.

Some people link their Twitter and LinkedIn accounts so that their LinkedIn status gets automatically updated each time they tweet. I prefer customizing status updates on LinkedIn, because Twitter tends to be chattier and more casual than LinkedIn’s thoughtful, professional tone. If you’re a frequent tweeter, you also risk overwhelming your LinkedIn connections with Twitter chatter. Instead, set a calendar reminder to update your LinkedIn status once or twice a week. You could post an article you found useful (or even one of your own articles you’re particularly proud of) or write a quick status update about what you’re reading or the conference you’re planning to attend.

·      Requesting recommendations.
LinkedIn recommendations help build your credibility. The site offers a request a recommendation feature to make the process less awkward. However, you should be judicious about giving or requesting recommendations. I once had a publicist request a LinkedIn recommendation from me after she set up a single interview, and I politely explained that I prefer to wait until we have longer history of working together before I give her my endorsement. Reserve those requests for people who know you and your work well. You’ll have the chance to review the recommendation before it goes live on your profile. If you get a really stellar recommendation, ask the person’s permission to include it on your website, too.

Your turn, freelancers! How do you use LinkedIn and have you run into any of the situations mentioned above? Leave a comment and let us know!

Susan Johnston (@UrbanMuseWriter) is the author of LinkedIn and Lovin’ It, Rockable Press’ guide for freelancers and other creative professionals. Her writing also appears in print and online publications including Bankrate.com, The Boston Globe, and US News & World Report. 

Hot Freelance Tip of the Day: Sell What Clients Will Buy

I'm back from the annual ASJA Writers' Conference in NYC, and it was worth the time and expense. Went to great panels on book publishing and promotion/publicity and moderated the "Secrets of Successful Freelancing" panels on Friday, April 28. My panelists (Sam Greengard, Susan Johnston, and Katherine Reynolds Lewis) shared a slew of great ideas and strategies to make more money whether you're a new freelancer or a more experienced one--so I've got lots to share in coming posts!

When the panelists were asked about specific ways they marketed themselves, Katherine had a great suggestion. She asks clients what sections of the publication they're having trouble filling, or what specific types of content they lack writers for. Then she pitches the type of piece or the type of work she knows they need--and gets an assignment.

That's one reason I suggest that new writers break into writing for online and print publications with short FOB pieces. The editors for these sections have to fill them every month, and they need writers to come to them with ideas. Do that, and you're more likely to make a sale and get your foot in the door.

So, the Hot Freelance Tip of the Day: Sell What Clients Will Buy. 

**Special thanks to the people at ASJA who bought Writer for Hire: 101 Secrets to Freelance Success! If you've got it and find it helpful, I'd love a review on Amazon or BN.com.

And I'll be picking the winner for my first Writer for Hire giveaway by week's end, May 4. Enter here if you haven't already!

Boost Your Value: or, Why You Must Learn Something New

As a freelancer, your career is in your hands. So is your career development, which means you should be continually learning new skills to attract new clients and better serve the ones you already have.

For example, until last year I had only worked with traditional publishers. When I decided to publish a POD book, I spent several weeks learning about its pros and cons, and evaluating POD companies (I eventually went with CreateSpace). Now I can advise ghostwriting and coauthoring clients about the advantages and drawbacks of POD and traditional publishing, as well as e-books. That helps set me apart from other ghosts and makes me more valuable to clients.

Fore more on expanding your skills, check out Susan Johnston's excellent post at ebyline on 5 skills that make freelancers more marketable.

And consider what tools you should add to your freelancing toolkit. As the publishing industry changes, your clients' needs will change, too, and you must be able to address and meet them.