"Show them why they should care": The latest Writer's Insight from Barbara Balfour

Thoughts on freelance writing, broadcast journalism and finding ways to thrive in a competitive industry.

For the latest edition of Writer’s Insight, I spoke to Barbara Balfour.

Barbara is a writer, editor, TV host and producer whose work has appeared in BBC, ELLE, the Economist Group, Fodors, Frommer’s, TimeOut, People, and every daily newspaper in Canada. In her travels to more than 50 countries, she has chilled with sumo wrestlers in Tokyo, baked bread in the mountains of Georgia, salsa danced under the stars in Cuba, and hesitantly swallowed bumblebee larvae at the world’s #1 restaurant in Denmark.

She has published two children’s books, contributed to tourism guidebooks on Iceland, Chile, and the Canadian Maritimes, and co-edited an anthology of essays on Canada-European Union relations.

You can find Barbara or get in touch on LinkedIn, Instagram or via her website.

What kind of freelance writing fills your schedule week to week?

My workload varies, but it often includes a mix of journalism, content marketing, and corporate writing. I contribute regularly to major Canadian media outlets like The Globe and Mail and the Postmedia newspaper chain, where I write about finance, business, real estate and work-related topics. I also write for large organizations including banks and insurance firms, educational institutions, and SaaS companies. This often involves producing thought leadership pieces such as white papers, profiles and SEO-optimized blog posts. Sometimes I get to do more creative work such as writing scripts for animated videos or contributing to travel guidebooks for destinations such as Chile, Iceland and Canada’s Maritime provinces. Clients are increasingly asking me to do more PR work for them these days, in which case I mainly focus on content strategy, story development, writing press releases and in some cases, media training.

How did you first get into writing?

I was a huge bookworm as a kid and my love of reading was a natural segueway into writing. But I never thought of it as a reliable way to earn an income until I stumbled into journalism, first as a youth contributor in high school and then as a journalist, when I became the youngest writer in the newsroom while still in my teens. Over time, I developed my own voice and style, covering a mix of hard news, lifestyle, and travel topics for Alberta’s two largest daily newspapers. I soon found that the storytelling skills I learned in the newsroom were transferable to all different types of writing. No matter the medium or topic, the number one rule of thumb is to draw in your audience right away; show them why they should care, rather than tell them.

You’re fluent in multiple languages and have lived in various countries. Has this helped your career or given you insights you might not otherwise have had?

Being multilingual and having lived in different places has given me a richer perspective, which is invaluable for a writer. It allows me to connect with diverse sources, understand cultural nuances, and approach stories with a global mindset. Similarly, my lived experience as a first-generation Canadian has given me insights into the pain of being an immigrant that others might miss. It has helped me develop empathy and build rapport with interviewees, as people often open up more when they realize you understand their background. Perhaps most importantly, it has allowed me to develop critical thinking skills, ask more questions and understand more deeply the different ways in which a story can be framed and still be perceived as the truth.

Where have you found writing work in the past?

I’ve found work through a mix of pitching editors at major publications, networking, and sheer luck. Some assignments come from relationships with editors I’ve built over time, while others come from referrals or cold pitches. I once watched over someone’s luggage at the airport while they went to use the washroom, and after striking up a conversation, they ended up becoming a regular writing client. LinkedIn, X and Bluesky have been useful for connecting with editors and clients looking for freelance writers; I also subscribe to free newsletters by Chris Bibey and Kaitlyn Arford that list opportunities on a weekly basis.

What does pay look like as part of your freelance writing work?

Pay varies widely depending on the client and type of work involved. I do mostly corporate writing and content marketing these days because they offer the highest rates but can be just as rewarding in terms of telling a story. Magazine assignments often have a longer payment cycle, whereas corporate clients tend to pay more quickly or even a deposit up front. The holy grail is to find a client willing to hire you on retainer, but those can be hard to come by. Diversifying my income streams—through event hosting, producing, media relations training and content strategy consulting—has helped maintain my cash flow and overall financial stability. It’s also allowed me the freedom to pick up travel writing assignments that I really enjoy but don’t pay as well. Overall, I think of my job as being rich in experiences rather than rich in cash. It’s opened doors for me to places I would never have dreamed of otherwise. To me this is an essential part of the compensation package of being a freelance writer.

As a television host and producer, how do you balance multiple freelance roles?

Time management and prioritization are key. I set clear deadlines and structure my week around major commitments. Some days are dedicated to writing only, while others involve filming in studio or producing. Having an assistant to help with researching story ideas and screening potential show guests is essential— both for my sanity and also for me to stay proactive about potential opportunities. My ability to switch between different types of work keeps things interesting; I’m always mindful when I interview someone for a written story, whether they could also be good on camera as a guest, or vice versa.

You have a very clear and detailed personal brand. How important is personal branding in freelance writing, and how can writers stand out in such a competitive field?

Having a strong online presence, including an SEO-optimized website, several active social media accounts, and portfolios across multiple sites, makes it easier for editors and clients to find me. My personal brand reflects the breadth of my experience; I consider myself a generalist, which has been a superpower for attracting many different types of opportunities in various locations around the world. I’m also as confident speaking on stage and on camera as I am with the written word, which is a great addition to my tool kit.

When it comes to standing out, many writers find their best bet is to define their niche first and then consistently deliver high-quality work in that area. Maintaining a professional website and portfolio is a must; think of this as your virtual storefront. Being active on platforms like LinkedIn and Instagram, and engaging with audiences through networking events, speaking engagements and conferences allows potential clients to discover you and new friends to recommend you for opportunities that may not even be listed anywhere.

Are there any resources, tips, or tricks that freelancers might benefit from?

Some helpful strategies include:

• Networking: Relationships are everything. Join professional organizations, attend conferences and go to industry events in your city. Some of my favourites include TBEX and the annual conference by the American Society of Journalists and Authors.

• Pitch effectively: Set a monthly goal for how many pitches you’d like to send out, put in the time to tailor them to each publication (you can usually find guidelines and editorial calendars online), and follow up with editors after one to two weeks if you don’t hear back.

• Invest in courses: Always work on refining your skills, whether it’s pitching, blogging, mastering social media, or branching out into new types of content creation. I really enjoy the resources (free and paid) offered by Natasha Khullar Relph in her newsletter the Wordling, and can highly recommend the courses offered over at Pandemic University.

• Master financial planning and the art of negotiation: Since freelance income can be inconsistent, having multiple revenue streams and a financial cushion during dry spells is crucial for the longevity of your career.

Put aside 3 to 6 months’ worth of expenses in a rainy day account. Look for clients who pay quickly. And make it a rule of thumb to ask for more money with every new client. “Is there any wiggle room in the budget? I usually get paid $XYZ for this type of work” is a great way to frame it. If you don’t ask, you could be leaving free money on the table.