It’s really a matter of preference. There’s no one formula for achieving success as a freelance marketing professional. But, it does seem that freelancers generally fall into one of two camps when it comes to the favored approach. Some stick with niche communications, focusing on one area, while others favor a more diversified path, moving and changing gears with each assignment.
But is one approach better than the other?
Niche. A niche approach to freelance marcom jobs simply means a more specialized focus. These freelance folks gravitate to or are best suited for a particular style, medium, or topic.
A niche approach attracts marketing veterans and first-time freelancers alike. For example, someone who has made a career as a B2B marketing copywriter may use their portfolio to transition into a freelance business targeting that market. While the first-time freelancer may not have the experience in a particular communique, they may be knowledgeable in a subject matter.
Whether it is cycling, modern history, or gardening, specialized expertise can help launch a freelance career in topical writing. These freelancers may find that their niche segues nicely into starting a blog, contributing to a trade magazine, or editing books on the subject.
Diversfied. A diversified portfolio usually means diversified business offerings. These freelancers have a background that looks more like a roadmap.
With each new job or project these freelancers have acquired a range of skills and experience that may translate into a variety of markets, media and communique: press release writing, web content, writing and production of brochures, crafting business plans, messaging, ads, the creation of marketing campaigns, blogs, feature writing, newsletters, direct mail, the list goes on.
While it might seem risky to be a jack of all trades, that is often not the case with a diversified approach. Using this approach freelancers are able to apply to a wide range of jobs in various markets, performing various functions.
A little of both. Then there’s the hybrid approach, the category that I, like many, fall into. In addition to a broad skillset, these freelancers have worked in particular industries and gained specialized experience.
As a marketing director for an event company, I did more than just write business plans, launch marketing campaigns, produce direct mail, and write messaging, I gained experience in B2B marketing, event marketing, and a wide range of markets and industries including healthcare design, broadband technology and software.
When I decided to make a switch I took a similar job in communications for a medical nonprofit. It was still marketing, but the subject matter and audiences were different. Instead of pitching product, I was crafting messaging to raise funds for research and clinical endeavors. Instead of businesses, the audience was private donors and foundations.
I followed a diversified approach, the marketing belief that fundamental marketing skills are transferable regardless of subject or audience.
However, in diversifying my approach, I stumbled into niche areas: first garnering event marketing and B2B experience, then gaining medical writing and development (or fundraising) communications experience. These niches have helped me land freelance work today including writing projects for nonprofits and science magazines.
Whether you choose (or happen to follow) a niche or diversfied approach, the path to freelancing is comprised of many routes. If one approach works, keep going. But, don’t be afraid of changing direction and exploring new opportunities, even the ones that don’t immediately feel like a natural progression. You never know where projects will lead you.