How to Go Freelance as a Marketer — With Anna Burgess Yang

February 20, 2024
Anonymous Marketer | Content Marketing | Marketing Strategy

Episode Summary

In this enlightening episode of The Anonymous Marketer, host Kirsti Lang dives into the world of freelance marketing with Anna Burgess Yang, a renowned freelance Fintech and Product-Led Content Writer. Anna shares her transition from a corporate role to freelancing, emphasizing the importance of networking, especially on platforms like LinkedIn. She highlights the significance of building a personal brand and online presence before fully committing to freelance work.

Anna discusses the intricacies of freelance pricing strategies and contract management, providing valuable insights for aspiring freelancers. She stresses the importance of treating freelancing as a business, focusing on sales, project management, and client relations. Additionally, Anna offers practical advice on navigating challenging conversations about pricing and payment, underscoring the need for clear communication and assertiveness in these discussions.

This episode offers a realistic and comprehensive overview of freelancing, equipping listeners with the knowledge to embark on or enhance their freelance journeys.

Featured Guest

Name: Anna Burgess Yang
What she does: Freelance Fintech + Product-Led Content Writer

Company: Anna Burgess Yang

Noteworthy: Anna Burgess Yang: From Financial Tech Product Manager to Freelance Content Expert.

Key Insights

Leveraging Niche Expertise in Freelancing

Anna Burgess Yang emphasizes the advantage of having specialized knowledge in a niche industry, particularly financial technology. This background gave her a unique edge when transitioning to freelance writing. Clients in fintech sought her expertise, often unable to find the same level of knowledge in other freelancers, agencies, or in-house teams. This niche expertise significantly facilitated her successful shift to full-time freelancing​​.

The Importance of a Solid Freelance Foundation

Anna highlights the critical aspects of setting up a successful freelance practice. Key elements include establishing a website and determining pricing strategies from the outset. These foundational steps are vital for freelancers to portray professionalism and attract potential clients. Her focus on these practicalities underlines the importance of a well-structured approach in building a freelance career​​.

Building a Network Before Going Full-Time

Anna discusses the significance of creating and nurturing a professional network, particularly on platforms like LinkedIn, before transitioning to full-time freelancing. She attributes her successful leap into full-time freelancing to her consistent engagement on LinkedIn and the substantial network she built over time. This network was crucial in securing her initial freelance clients and underscores the power of proactive networking in the freelance industry​​.

Episode Highlights

Transition to Freelance Writing

Anna Burgess Yang shares her journey from a 15-year stint in a financial technology company to freelance writing. She describes her initial uncertainty about her career path and her lack of awareness about content marketing as a viable profession. This part of the conversation provides valuable context for those considering a similar transition to freelancing.

“I spent 15 years working at a financial technology company, not doing content or anything related to marketing. I was a product manager and the director of the customer success team, and then in late 2020, I decided I wanted to just do something completely different.”​​

Leveraging LinkedIn for Content Ideas

Anna discusses her strategy of engaging with LinkedIn posts and using her comments as a base for her own content. She explains how exporting comments and transforming them into longer posts helps maintain a consistent online presence and content creation.

“I export my comments from LinkedIn, which is possible under the data and privacy settings… I’ll just turn it into something longer. […] People get stuck, especially if you’re trying to produce a high volume on LinkedIn. They’re like, I don’t even know what to say. I don’t have that many unique ideas. But by commenting and then turning it into your own posts, it’s like, oh, okay.

I do have those ideas.”​​

Effective Project Management in Freelancing

Anna emphasizes the importance of self-project management in freelancing. She talks about how managing multiple projects, payments, and prioritizing tasks was a learning curve, detailing her process of gradually scaling from a few clients to more.

“I guess a lot of freelancers out there don’t turn and work on time, or they’re not clear. And so I project management myself. […] I built a project management system as soon as I had two clients.”​​

Content Creation and Freelancer Support

Anna highlights her approach to content creation and sharing her experiences to support fellow freelancers. She talks about her passion for remote work and her strategy of repurposing her own content on LinkedIn to be helpful to others, especially those in earlier stages of freelancing.

“I do that mostly because I like to be helpful especially with earlier stage freelancers… one of my biggest things that I do on LinkedIn is actually repurpose my own content.”​​

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