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What are the key steps to building a personal brand as a self-employed journalist?

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As a self-employed journalist, you need to stand out from the crowd and attract the attention of editors, clients, and readers. Building a personal brand can help you achieve that goal and showcase your unique value proposition, voice, and expertise. But how do you create a personal brand that reflects your identity, goals, and niche? Here are some key steps to follow.

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Maggie Kimberl

Content Editor, American Whiskey Magazine

1 Define your niche

The first step is to identify your niche and target audience. What topics are you passionate about and knowledgeable in? What problems can you solve or insights can you provide for your readers? What gaps or opportunities exist in the market that you can fill or explore? By defining your niche, you can focus your efforts, sharpen your skills, and establish your authority.

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2 Create your portfolio

The second step is to create your portfolio and showcase your best work. Your portfolio should include samples of your writing, clips of your published articles, testimonials from your clients or editors, and any awards or recognition you have received. Your portfolio should also highlight your range, versatility, and style as a journalist. You can use online platforms like Contently, Muck Rack, or Journo Portfolio to create and share your portfolio.

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3 Develop your online presence

The third step is to develop your online presence and build your network. You need to have a professional website, blog, or newsletter that showcases your brand, portfolio, and contact information. You also need to use social media platforms like Twitter, LinkedIn, or Instagram to engage with your audience, share your work, and connect with other journalists, experts, or influencers. You should also join online communities, forums, or groups related to your niche and participate in discussions, events, or collaborations.

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Maggie Kimberl

Content Editor, American Whiskey Magazine
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The biggest mistake I see a lot of journalists make is not having a content distribution plan. To be sure, this was not part of the job even just 15 years ago, but with all the options out there competing for readers' attention, making sure that your work sees the light of day is crucial.

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4 Pitch your services

The fourth step is to pitch your services and land gigs. You need to research potential clients, editors, or outlets that match your niche and audience. You need to craft personalized and compelling pitches that highlight your value, experience, and expertise. You need to follow up on your pitches, negotiate your rates, and deliver quality work on time. You should also seek feedback, referrals, or testimonials from your clients or editors to improve your skills and reputation.

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5 Grow your audience

The fifth step is to grow your audience and increase your visibility. You need to create and distribute valuable, relevant, and engaging content for your readers. You need to use SEO, keywords, headlines, and images to optimize your content for search engines and social media. You need to use analytics, surveys, or comments to measure your performance and understand your audience's needs, preferences, and feedback. You should also leverage guest posting, podcasting, or speaking opportunities to reach new audiences and expand your network.

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Maggie Kimberl

Content Editor, American Whiskey Magazine
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It may seem like someone else's job to make sure your stories gain traction, but no one cares more about your work than you do. It seems antithetical to journalism to have your own personal brand as a journalist, but it's actually a critical component these days. Democracy dies in darkness as they say at the Washington Post, and so does your career. You must have a robust online presence to share your work.

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6 Update your brand

The sixth step is to update your brand and adapt to changes. You need to keep learning, experimenting, and improving your skills and knowledge as a journalist. You need to monitor the trends, issues, and opportunities in your niche and industry. You need to refresh your portfolio, website, and social media profiles with your latest work, achievements, and goals. You should also seek new challenges, collaborations, or projects that can help you grow as a journalist and as a brand.

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Maggie Kimberl

Content Editor, American Whiskey Magazine
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January is a great time to go through your portfolio and update with recent work and take out anything that you no longer want to spotlight. Think of it as spring cleaning for your career. Update skills on LinkedIn and ask for endorsements and recommendations from colleagues. You might not need them now, but having them later can be handy!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the key steps to building a personal brand as a self-employed journalist?

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1 Define your niche

2 Create your portfolio

3 Develop your online presence

4 Pitch your services

5 Grow your audience

6 Update your brand

7 Here’s what else to consider

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