Can You Save the World as a Content Marketing Writer?
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Most of us got into journalism because we wanted to make a difference in the world with our words. I doubt that any of us wrote in a third grade essay that we wanted write blogs about VoIP or something equally as boring, but I bet that a lot of us knew we wanted to be a writer from a very early age. When I ask journalists who are resistant to moving into content marketing writing to explain their reasons, the first answer I usually get is ethical concerns. But the second answer that usually comes deep in the conversation is that they always had a dream of “saving the world” through journalism or at least affecting change and they just don’t see that happening in content marketing writing.
They are right in some regards, but I also think that there are plenty of jobs where content marketing writers can “save” at least a tiny part of the world. Yes, there are many more jobs were the only different you are making is in the pocket books of the owners and shareholders. But there are many clients where you can make a difference, but they are a harder to find and you often have to look at things a little differently. While it is usually necessary to have some more boring clients to pay the bills, the secret for me is to make sure at all times that I have at least one (or hopefully more) clients at each time where I receive joy and fulfillment from my work.
Here are five strategies to make a difference as a content marketing writer:
1. Look for companies producing journalist style custom publication. This summer I wrote the most well-researched and meaningful piece that I have ever written. It required 10 different interviews with top doctors at prestigious hospitals, was close to 2,000 words and will almost definitely make a difference in people’s lives. And I was given pretty much journalistic freedom to report the story and take it where it needed to go. But it wasn’t for a glossy consumer pub or even a nonprofit. It was for a custom publication produced by the Wall Street Journal Custom Content Group for Fifth Third bank about treatment for life threatening peanut allergies and was most definitely content marketing. I am seeing that many companies are realizing that the most effective content is often journalistic style and many businesses are now starting to produce similar types of custom publications that look and feel like glossy consumer publications. It takes some research (and luck) to find these, but they are definitely out there.
2. Write for nonprofits. Many nonprofits are realizing that by providing content about the work that their group is doing that they can increase donations and volunteers because people can put a face on the difference their group is making in the community. Some organizations write a newsletter while others need case studies and stories for their website. While the smaller local organizations typically don’t have a big budget, many of the national nonprofits have the resources to pay market rates and have a strong need for great writers.
3. Limit the number of agencies and large companies you work for. While these type of projects typically pay well, I just haven’t been able to find meaning working for huge corporations or through an agency. I will always have some of these on my client list because their names help me get other works and their budgets help me pay my bills. But I find that I am the least satisfied in my work when all of my projects come from these types of clients.
4. Work for companies with products or services that are helping people. Many companies are for profit but are producing products or services that make a difference. It takes some creativity to see the impact and some research to find them, but I promise that they are out there in pretty much every industry. This summer I wrote landing pages for an online payment system that gives a portion of each sale back to charity. And I’ve written many case studies for a large technology firm about how their servers are providing broadband internet to people in rural areas and totally transforming communities and people’s lives. On the surface, I would have thought writing about tech equipment was boring, but the case studies I worked on were some of the most meaningful pieces of writing I have ever done because the difference this piece of metal made in people’s lives was amazing.
5. Look for smaller and medium size companies with a passionate owner. I love working for companies who started with a great idea and are trying to compete with the big boys. I’m not talking about super small companies with no budget, but more in the 10-20 employee range who have a tangible product. I often find these companies in the tech field. There is something about the energy of a smaller company and knowing that your work can make a significant impact in their ability to provide more jobs and retain their current employees. Yes, the impact may not be as great as some of my other ideas, but I personally find companies with a brilliant idea and a passionate owner to be very fulfilling to work with. I am usually viewed as a part of the team and can see how my words make a difference to the company and the employees.
What projects have you worked on where you have made a difference? Any strategies for finding these projects?
Jennifer,
I feel lucky because I write about aging and baby boomers with a focus on caregiving, housing and aging in place technology. For most of my pieces, I think I am making a difference and feedback from readers–boomers and seniors– indicates that I am.
My corporate clients want to show readers that they care, thus providing information and service pieces that will interest them, but they also feel good about helping educate and connect to their own clients. I think the key is to feel good about what you write about, whether it is consumer or content writing.
I totally agree with you that the key is to feel good about what you write about. You put it perfectly. That is great that your core niche is so fullfilling and you are making a difference. And even better that you get feedback from your readers to give you even more satisfaction.
Hi, Jennifer–
I often write for nonprofits, especially those involved in medical issues. Much of that work provides information about treatments, research and ways to improve quality of life for patients and families. While I sometimes write case studies, reports or white papers aimed at donors and funders, most of my writing helps people affected by the disease or condition. Even writing profiles provides support and encouragement to readers. That gives me the added benefit of doing work I find meaningful as well as earning an income.
I have been wanting to write for more nonprofits! It has been on my to-do list to set up a marketing push to nonprofits for a few months. That is great that you have so many gigs that give you such a feeling of satisfactions. Would you be interesting in writing a guest post for pay about how to find and work with nonprofits?
Sure! Just get in touch by email and let me know what you’re thinking.
I write for several medical school magazines, and while they’re perhaps not ‘content marketers’ in the strictest sense of the word, I love the stories I get to write. I also hope that it’s making a difference in some small way to let the larger community know about the amazing work that doctors at the schools are doing and the incredibly dedicated physicians who are just graduating. Love your suggestions, Jen. They never fail to inspire!!
Oh that’s a great suggestion as well. I think that writing for alumni publications would be very fullfiling! What a great addition. I”m so glad that you have a gig that you love so much.
I write for ALL sorts of alumni pubs–secondary schools, colleges, universities, med schools. I love it. The diversity is great and the inspiration factor is high. 🙂
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[…] 2. Send Letters of Introduction to Nonprofit Organizations. Many writers assume that nonprofits are low paying or no paying markets. But many of the larger nonprofits have budgets for marketing and often pay competitive rates. With 61 percent of nonprofits using content marketing to increase trust in their organization and 69 percent reporting that they are creating more content than they did last year, freelancer writers should be sure to target nonprofits (especially those within their niche) as potential clients. This will be especially good news for writers who are hesitant to go into content marketing because they want to make a difference with their words. […]
Hi Jennifer,
Finding meaning in our work is such a universal need and I’m so glad that you addressed it in this post.
When I write nonprofit client stories, I am always blessed. It’s amazing to discover the need, courage and benevolence that exists in our country.
The nonprofit benefits from these stories because their donors, volunteers and other supporters get a close-up view of the difference they are making. As the interviewer and writer, I benefit because it keeps me grounded and thankful.
I can write press releases, case studies and white papers all day long. But when I write stories about good work and the people who contribute to and benefit from that work, my faith is renewed.
Thank you for writing about finding true meaning in our work as writers!