ave you ever considered writing for the digital marketing niche? Digital marketing is such a broad topic, which can encompass familiar components like Search Engine Optimization (SEO), email marketing, pay-per-click ads, affiliate marketing, and more. So there are plenty of opportunities to niche down and specialize. And there are some different approaches you can take to writing for the digital marketing niche.

Writing digital marketing content can also be highly profitable. By approaching companies with a hefty marketing budget, you can land high-paying clients and fill your portfolio will high-quality work examples.

Here are the steps I took to become a digital marketing writer and a few tips on how you can do the same.

How I Got Started

When I first started out as a writer, I generalized and wrote content for any niche and anyone who wanted it. However, it wasn’t long before I realized that I could make more money if I specialized in a subject.

I’d already worked as a freelancer for several SEO agencies, and although I had covered many different areas, subjects like SEO, running pay-per-click ads, and social media promotion came up all the time. I was comfortable with the various topics, so it made sense for me to focus on this niche.

I started by finding clients on freelancer platforms. While I knew I could be earning much more, it was the easiest way for me to find people who were looking for this type of content. This approach isn’t one I’d recommend, as I ended up spending so much time pitching and writing for various people that I didn’t have time to reach out to better-paying clients.

Then came Covid.

During the pandemic, work started to slow down. I went from working a full schedule as a writer to writing one or two pieces a week, and sometimes, my diary would be empty. Rather than go into panic mode, I used the time to think about what I really wanted. With my experience, I knew I could be earning a lot more per piece, but I still didn’t know enough about digital marketing.

With time on my hands, I completed a free digital marketing certification on HubSpot to show I was serious. My newfound knowledge gave me the confidence that I could understand the core concepts of digital marketing and gave me an understanding of common terms, like funnels and search intent.

Shortly after I finished the certification, I spotted an opportunity on the ProBlogger job board seeking freelance digital marketing writers. The timing couldn’t have been any better! I was invited to write a sample piece, and weeks later, I received an email saying they loved my work. And I’ve been writing consistently for the niche ever since.

I can’t say your path forward will be the same, but there are a few ways you can get started.

How to Get into Digital Marketing Writing

First, you can draw up a list of SEO and content marketing agencies, and start cold emailing them with a simple template. A list of around one hundred is a good starting point, and you can use Excel or Google Sheets to list names, contact details, date of pitch, and follow-up date.

The pitch I have used to reach out to potential clients looks something like this:

You can add links to your published work in emails if you like, but I prefer not to in case they are marked as spam.

Additionally, you can use a similar template for cold-calling companies that make tools commonly used in digital marketing, such as keyword tools, mailing list services, and web hosts. These types of companies all have blogs, and they all need content. Specifically, look out for blogs that aren’t updated regularly, as this may be a sign they need help producing content.

Remember, though, to be successful with this approach, you’ll have to send many emails, but if you're consistent, work will start to come in.

If you find that cold emailing is disheartening, then you can combine it with a mix of marketing activities. For example, you could do an online search under “digital marketing paid guest posts” to bring in some money and develop your portfolio.

Another option is a large digital marketing blog. (Think HubSpot, SproutSocial, or the Digital Marketing Institute.) You have less chance of scoring a writing gig this way, as larger companies all have regular contributors, but if you contact enough of them, you might just get lucky.

Niching Down

As I mentioned in the intro, digital marketing is a vast niche, but you can always niche down. By narrowing your focus, you can stand out from other freelancers, and you won’t face as much competition.

If you’re not sure where to start, then this is where a tool like ChatGPT is useful. Here’s a prompt you can plug into ChatGPT to spot potential areas to focus on:

You should receive an extensive list of possibilities, so narrow down the ones that interest you the most.

Next, ask ChatGPT for a list of sub-niches for digital marketing. When I did this, one of the ideas was “Google Business Profile Optimization.” If you specialized in this niche, then you’d write and optimize local businesses’ profiles for them.

You can easily draw up a pitch list for this niche by looking online at local businesses that don’t already have a profile. Or you could niche down even further and concentrate on local restaurants, for example.

Other suggestions from ChatGPT included localized PR services and landing pages. These are all great options where you can differentiate yourself from others.

Use the same prompts for “SEO” or “Content Marketing” and follow the same process for niching down. You’ll soon have plenty of possibilities to explore.

Getting Writing Samples

Agencies won’t necessarily ask for samples, but if you want to build a portfolio, start a free blog on WordPress, Blogger, or Medium, so you have some byline pieces.

You can also find blogs that publish guest posts and start getting your name out there. For example, Hivehouse Digital accepts guest posts and even lists some of its most popular posts for inspiration and to give you an idea of tone.

Searching Google for “digital marketing write for us” will also show you plenty of opportunities, like this one from Lovemyonlinemarketing.com. Just be careful not to write too many blogs for free.

If you have a dream blog you’d like to contribute to, check if they accept guest posts, study their blog to see which topics they cover, and sign up for their newsletters to better understand their brand and style.

Ghostwriting or byline?

Whether you get a byline or not depends entirely on the brands and agencies you’re working with. Ideally, you’re looking for bylines to build your public portfolio, but many agencies and brands expect you to work as a ghostwriter. However, there’s no reason you can’t combine the two. For example, when some agencies advertise for writers, they say they’ll give you a byline. You can use these pieces for your portfolio and then ghostwrite for other agencies.

Common Rates

Rates can vary depending on your experience level, the material you’re assigned, and the company hiring you. But here are some examples:

Beginning writers usually make about 10 cents a word or write a blog post for $50-$100.

Mid-level writers can expect around $300 for a blog post, and expert level writers can command $450 upwards.

Top brands with large marketing pay the best, so focus on these if you want to ramp up your income fast.

If you’re pitching brands yourself, you’ll need to decide on your preferred way of billing (per word, hour, or project), and you’ll usually have more leeway in setting your rates. If you’re approaching agencies, they may already have set rates established, so you’ll have less flexibility with your rates.

Read this piece about how to set your rates or download the AWAI guide to see what you could be charging for some of the most common projects.

As you become more experienced and write for larger markets, you should be able to attract higher quality clients that are happy to pay more.

Free Resources for Would-be Digital Marketing Writers

I’ve already mentioned the HubSpot course, but there are plenty of other free courses and e-sources available online.

Here are just a few of them:

Ahrefs has a free SEO training course teaching you how to do keyword research, on-page SEO, and link building. These are all niches you could cover and use your new SEO ability to create optimized content for clients.

Then there’s Google SEO Fundamentals, which shows you how to create idea customer personas and perform a competitive analysis and more. Again, these are niches you can specialize in once you know more about them.

Coursera and the Digital Marketing Institute also offer free courses that will deepen your knowledge, build your confidence, and help you narrow your niche.

YouTube is another great resource with SEO specialists and digital marketers breaking down various topics and talking about the latest trends.

Putting It All Together

When I first started writing, I didn’t know what kind of writer I wanted to be. It’s the same for a lot of writers, and that’s okay.

If you feel that the digital marketing niche sounds like a good fit for you, it’s time to start drawing up a pitch list, creating your pitch template, and finding content managers or marketing managers to pitch to (a tool like Hunter.io can help you with this). Then it’s time to get pitching.

And if your lack of experience concerns you, complete a free certification, write some example articles, and then search for guest blogging opportunities to build your portfolio and get your name out there.

When that is all complete, it might not be too long before you’re on your way to a profitable business in digital marketing.

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Jane Fazackarley is a freelance writer specializing in creating content for the digital marketing niche. She has worked with multiple SEO, digital marketing, and content marketing agencies, and she’s always on the lookout for fresh projects and new challenges.

She currently works as a ghostwriter for a top digital marketing blog.