Navigating the Shift: How Freelancers Can Successfully Pivot Their Storytelling

Have you ever felt stuck pitching the same kinds of stories as your interests evolve or as the media landscape shifts? You’re not alone. Many freelancers eventually want to move beyond their usual beat to avoid being pigeonholed, land more assignments, or simply follow their curiosity. But how do you pivot into new territory and show editors that you’re the right person for an assignment outside your portfolio?

Embracing the Generalist Approach

Anna Medaris, a seasoned health journalist, exemplifies the journey of expanding one’s portfolio. While she continues to write about health, her work also spans topics like sex and relationships, freelancing, and even a personal stein-holding victory. Medaris explains, “My excitement for following anything and everything — as opposed to thriving on being the go-to expert on a specific topic — was a key reason I decided to try freelancing full-time for the first time in 2023.”

However, embracing this generalist approach took time. “I’m still working on it, but I think the fact that I never tried to be explicitly one thing is helping,” she adds.

Finding Your Bridge

Sometimes, the leap into a new niche happens by chance. For instance, Jen A. Miller, who initially focused on running, was encouraged by an editor to explore tech reporting. Often, there’s a bridge connecting your current expertise to a new area. Miller notes, “I write about construction, which is strongly linked to supply chain, which is strongly linked to technology.”

Additionally, hot topics can serve as a throughline for diverse stories. “Right now, everyone wants stories about the good, the bad, and the ugly of AI,” Miller explains. By writing about AI, she can cover multiple fields, even if they seem far apart.

Tips for Branching Out

1. Understand Your ‘Why’

Before making a shift, take time to consider what’s driving your desire to branch out. Medaris emphasizes that expanding your beat can be creatively fulfilling and lucrative, but it’s not for everyone. Some writers thrive by committing to one subject area, while others draw energy from variety. Experimenting with a few pieces outside your niche can help you gauge how it feels.

2. Leverage Existing Expertise

Your current knowledge can often serve as a strong entry point into a new beat. For example, health journalism can touch on policy, nutrition, fitness, and even culture. Medaris illustrates this by saying, “If I’m pitched an idea from a wellness dog brand, I can spin the pets angle over the wellness part.”

Miller echoes this sentiment, suggesting that if you have an interest in yoga, you could easily write for publications aimed at fitness studio owners. “If you can put together a story and turn it in on time, you have the skills to write almost anywhere,” she asserts.

3. Adapt to New Storytelling Styles

Each beat has its own rhythm, requiring adjustments in tone, pacing, and structure. Medaris points out that health stories often need a hook or tension, while travel stories might focus on simply showcasing an amazing destination. To bridge this gap, she has been reading more travel and lifestyle publications to understand what resonates with readers.

4. Communicate Your Interests

One of the simplest ways to branch out is to tell editors, publicists, and fellow journalists what you want to write about. Medaris advises, “Tell editors what else you’re interested in.” If they value your reporting and writing skills, they may assign you stories outside your usual beat or connect you with colleagues in other verticals.

Even when turning down a PR pitch, Medaris strategically mentions her other interests, which can lead to unexpected opportunities. She also engages with writing communities where journalists share editor contacts and help each other place stories.

5. Use Letters of Introduction (LOIs)

When reaching out to trade, B2B, or other non-consumer publications, Miller recommends skipping the traditional pitch in favor of a letter of introduction (LOI). “These publications tend to come up with story ideas on their own, [so] I present myself as the person to write them,” she explains. Her LOIs are brief emails that include her background and links to relevant clips, which have led to significant assignments.

6. Overcome the Fear of Bothering Editors

Many freelancers hesitate to contact editors outside their usual beat, fearing they’ll come across as unqualified or intrusive. However, Miller reassures that if you approach an editor when they’re looking for the right story idea, you’re helping them solve a problem. “You might have even made their day,” she says. And if they don’t respond? “It’s not personal, it’s business,” she adds, reminding freelancers that outreach is a normal part of the process.

Conclusion

The journey of expanding your freelance portfolio can be both exciting and daunting. By understanding your motivations, leveraging your existing expertise, adapting to new storytelling styles, communicating your interests, using LOIs, and overcoming the fear of reaching out, you can successfully pivot into new territories. As Medaris and Miller demonstrate, the world of freelance journalism is vast and full of opportunities waiting to be explored. Embrace the challenge, and you may find new passions and assignments that invigorate your writing career.