How to Build a Brand as a Writer

One thing that has consistently worked for me is building a strong personal brand. Most of my freelance gigs come through my LinkedIn account, and even when I apply, 6 out of 10 times, the prospects already know me—thanks to my presence on LinkedIn.

But here's another fact—LinkedIn is just one part of my personal brand, not the whole story. I also have a website, a Medium account, and an Instagram profile (where I'll be starting a freelance tips series soon—follow me!). Plus, I'm active on Twitter and other platforms. LinkedIn may be a key driver, but my personal brand extends across multiple channels, allowing me to reach different audiences and showcase my expertise in diverse ways.

So, if you want to build your brand as a writer and attract inbound leads, keep reading.

Start Writing

When I started out, I was obsessed with having a personal blog where I could just write and write and reach the world. So I did, and it also worked, but that was in 2018. Time has changed, and my mind has changed.

Now I will still encourage you to start a blog or Medium or Quora but with a defined strategy. Don't just create an account and start writing but rather take the strategic part.

Start with a niche: Yes, you can write about multiple niches for your freelancing clients but when you start a blog, start with a definitive topic in mind. This way you'll able to master one niche and showcase your expertise in it.

Create a 3-month calendar at once: Now that you've a topic in mind, create a 3-month calendar to ensure you write consistently about a topic. Pick one broad topic and create some cluster topics around it. Read more about a pillar-cluster strategy here.

Build a distribution plan: Writing is only 30% of the entire strategy—spend 70% of your time distributing your content. For example, if you write a blog post, don't just publish it and leave it there. Share it across multiple platforms like LinkedIn, Twitter, and Medium. Break it down into smaller posts for social media, create an infographic, or even record a short video summarizing the key points. The goal is to reach different audiences in different formats, maximizing the impact of your content.

Be consistent: Stick to your schedule, even if it means starting with fewer posts per week and gradually increasing. Show up regularly on your chosen platforms.

Track your performance: Monitor your content's performance using analytics. Identify which topics and formats resonate most with your audience, and adjust your strategy accordingly.

Experiment and adapt: Experiment with different content formats—blog posts, videos, infographics, and podcasts. Be open to trying new platforms and methods, and adapt based on the feedback you receive.

Pick a social media platform (or two)

Pick a social media platform (or two) and go all-in to build a massive audience there. Choose platforms where your target clients are most active, and focus your efforts on creating content that engages them. I highly recommend using LinkedIn—it's a goldmine for freelancers. The platform allows you to connect directly with decision-makers, showcase your expertise through posts, articles, and comments, and build your professional network.

Even when your reach fluctuates, consistency pays off. For instance, my LinkedIn reach has been down for a while, but I still get leads every week because I've built a strong presence over time. This is the power of sustained, focused effort on a single platform. Once you have a solid following on one platform, you can think about expanding to others, but mastering one is crucial for long-term success.

Network with Other Writers

Building relationships with fellow writers can open up unexpected opportunities. Networking isn’t just about gaining insights or learning from each other; it’s also about creating a support system that can lead to more gigs.

For example, I have a LinkedIn connection who is also a freelance writer, but in a different niche. Over the past few years, he has sent me five leads whenever he received an inquiry that was outside of his area of expertise. I do the same for him, passing along leads that don’t align with my niche. This kind of collaboration can be incredibly valuable, especially when you’re looking to grow your client base.

Also, when you network with more people in your industry, they talk about you with their peers, which can lead to referrals and even more opportunities.

Offer Free Resources or Content Upfront

Providing value upfront is a powerful way to draw attention to your services and build trust with your audience. By creating free, high-quality resources—such as downloadable guides, templates, e-books, checklists, or cheat sheets—you can demonstrate your expertise and showcase the value you bring to the table.

For instance, if you're a freelance writer, you could create a content planning template or an e-book on 'How to Write Engaging Blog Posts.' These resources address a pain point for your target audience and give them a taste of what it's like to work with you. When prospects see the quality of your free content, they’re more likely to trust your skills and consider hiring you for paid projects.

To make the most of this strategy, offer these resources in exchange for an email address or a follow on your preferred social media platform. This helps you build a mailing list or grow your audience, which you can nurture over time by sharing valuable content, tips, and updates.

Think of it as a lead generation tool that warms up your prospects. Over time, they’ll see you as an expert in your field, and when they’re ready to invest, you’ll be top of mind. Plus, you can repurpose these resources into different formats (like social media posts, blog articles, or webinars) to extend their reach even further.

Do Guest Posting

When I started guest posting (I planned to post at least 1 guest post in a month), most people didn't get the logic behind it. After all, why write for free and help big websites get more traffic?

Guest posting is a win-win thing for both the website and the contributor. When I started guest posting (I aimed to publish at least one guest post a month), many people didn't understand the logic behind it. After all, why write for free and help big websites get more traffic? But guest posting is a win-win for both the website and the contributor.

For example, my very first inbound lead came because I was published on Entrepreneur. That exposure gave me credibility and helped attract clients who had read my work there. Similarly, every time GoDaddy sent out a newsletter featuring my article, I received at least two new leads.

I still share my articles from sites like Hackernoon, ReadWrite, and more. Not only do these publications showcase my expertise, but they also enhance my professional reputation in the eyes of Google. Being featured on well-known websites boosts your SEO, making it easier for prospects to find you when they search for related topics.

Thanks to my articles on multiple reputable websites, if you Google my name, you'll find a Knowledge Panel that appears on the search results page. This adds a layer of credibility and visibility, showing that I’m recognized as an authority in my field.

Guest posting on well-known platforms not only boosts your reputation but also strengthens your online presence, making it easier for clients to find and trust you.

TL;DR
Building a strong personal brand across multiple platforms has been key to my success as a freelancer. LinkedIn drives most of my leads, but my brand extends to my website, Medium, Instagram, Twitter, and more, allowing me to reach diverse audiences. To build your brand as a writer:

1. Start Writing: Focus on a niche, plan a 3-month content calendar, and distribute your content across multiple platforms. Be consistent, track performance, and adapt as needed.
2. Choose Key Platforms: Master one or two social media platforms (like LinkedIn) to build a strong presence, then consider expanding to others.
3. Network with Other Writers: Building relationships can lead to referrals and collaboration opportunities.
4. Offer Free Resources: Create valuable, free content like guides or templates to attract and build trust with your audience.
5. Do Guest Posting: Publishing on reputable sites boosts credibility, visibility, and SEO. It can lead to inbound leads, as seen from my experiences with Entrepreneur and GoDaddy newsletters.