
#127: Embrace LinkedIn to Improve Your Business, with Atlas Katari
02/03/22 • 43 min
Atlas Katari is the owner of Katari Creative, a B2B organic content marketing agency focused primarily on LinkedIn marketing with some SEO and content creation.
Atlas is a self-described “LinkedIn nerd” and walks us through the latest LinkedIn offerings and how to best use LinkedIn for our businesses. They say that LinkedIn has an incredible organic reach you can use to promote your content.
So many people have only posted their profile on LinkedIn (ages ago) and haven’t looked at it much since. LinkedIn has changed a lot in recent years and offers a lot of new services.
LinkedIn is focusing heavily on creators these days so it’s a great way to show and practice your writing chops, talking about what you know and what you love.
In 2021, LinkedIn rolled out several new services that are a part of its free tier. LinkedIn introduced newsletters for users to create and now has “creator mode,” which allows you to highlight on your profile that you are a creator, choose topics to display in your profile as hashtags, and highlight your original content.
Last year, LinkedIn also fully launched Service Marketplace, which allows people to advertise for short-term projects geared toward freelancers.
If the thought of being more active on another social media platform feels overwhelming, Atlas recommends at least updating your profile — before you comment or create content. Look at fellow freelancers in your industry to get inspiration for your profile style and format.
In your profile, update your headline. Focus on your title; don’t use phrases like “I help this person do this.” LinkedIn is a search engine, so think about keywords. And think about what keywords potential clients are looking for, such as “freelance tech writer.”
Add a strong profile photo (consider a brightly colored, solid background) and focus on your banner image. The banner image should have a purpose and not just be a plain stock image. You can brand it with your photo, business name, a short URL (not clickable) and a call to action.
The About section (previously called the Summary) is also prime space to tell your clients what your services are. And leave a call to action, even if it’s just “email me at XXX.”
Beyond your profile, if you plan to be active on LinkedIn, it’s important to be consistent, rather than perfect. Atlas recommends reviewing your LinkedIn profile quarterly, maybe making small tweaks in your headline or switching to a new URL you want to promote. This could be a good time to add pieces to your portfolio or update your call to action.
Atlas puts their Calendly call scheduling link in their “Featured” section, providing another way people can easily contact them.
Asking for a LinkedIn recommendation can be part of your client offboarding process.
Atlas uses LinkedIn only through the free tier, but they walked us through the paid premium tiers and what each one offers (tiers: Career, Business, Sales Navigator and Recruiter).
Atlas believes LinkedIn Groups will improve and become more popular. Right now, group posts don’t show up in your feed and you don’t get notifications.
LinkedIn Live is a live video option, but you have to apply to be able to use it. Atlas says the criteria are fairly easy though.
Melanie shared how she culled her LinkedIn a few months ago from about 900 connections to 400. Atlas supports these type of “purges” (at least every year) to keep your feed relevant and you focused on your goals.
To also keep your feed relevant, you can follow hashtags and influencers in an industry you want to connect more with. Comment strategically—and provide value through your comment—on popular posts.
Biz Bite: Create a strict boundary for daily time spent on each social media platform.
Resources:
Linked Into Freelancing course and Substack newsletter subscription
Join the Deliberate Freelancer Facebook group.
Support Deliberate Freelancer at Buy Me a Coffee.
Subscribe to the Deliberate Freelancer newsletter.
Atlas Katari is the owner of Katari Creative, a B2B organic content marketing agency focused primarily on LinkedIn marketing with some SEO and content creation.
Atlas is a self-described “LinkedIn nerd” and walks us through the latest LinkedIn offerings and how to best use LinkedIn for our businesses. They say that LinkedIn has an incredible organic reach you can use to promote your content.
So many people have only posted their profile on LinkedIn (ages ago) and haven’t looked at it much since. LinkedIn has changed a lot in recent years and offers a lot of new services.
LinkedIn is focusing heavily on creators these days so it’s a great way to show and practice your writing chops, talking about what you know and what you love.
In 2021, LinkedIn rolled out several new services that are a part of its free tier. LinkedIn introduced newsletters for users to create and now has “creator mode,” which allows you to highlight on your profile that you are a creator, choose topics to display in your profile as hashtags, and highlight your original content.
Last year, LinkedIn also fully launched Service Marketplace, which allows people to advertise for short-term projects geared toward freelancers.
If the thought of being more active on another social media platform feels overwhelming, Atlas recommends at least updating your profile — before you comment or create content. Look at fellow freelancers in your industry to get inspiration for your profile style and format.
In your profile, update your headline. Focus on your title; don’t use phrases like “I help this person do this.” LinkedIn is a search engine, so think about keywords. And think about what keywords potential clients are looking for, such as “freelance tech writer.”
Add a strong profile photo (consider a brightly colored, solid background) and focus on your banner image. The banner image should have a purpose and not just be a plain stock image. You can brand it with your photo, business name, a short URL (not clickable) and a call to action.
The About section (previously called the Summary) is also prime space to tell your clients what your services are. And leave a call to action, even if it’s just “email me at XXX.”
Beyond your profile, if you plan to be active on LinkedIn, it’s important to be consistent, rather than perfect. Atlas recommends reviewing your LinkedIn profile quarterly, maybe making small tweaks in your headline or switching to a new URL you want to promote. This could be a good time to add pieces to your portfolio or update your call to action.
Atlas puts their Calendly call scheduling link in their “Featured” section, providing another way people can easily contact them.
Asking for a LinkedIn recommendation can be part of your client offboarding process.
Atlas uses LinkedIn only through the free tier, but they walked us through the paid premium tiers and what each one offers (tiers: Career, Business, Sales Navigator and Recruiter).
Atlas believes LinkedIn Groups will improve and become more popular. Right now, group posts don’t show up in your feed and you don’t get notifications.
LinkedIn Live is a live video option, but you have to apply to be able to use it. Atlas says the criteria are fairly easy though.
Melanie shared how she culled her LinkedIn a few months ago from about 900 connections to 400. Atlas supports these type of “purges” (at least every year) to keep your feed relevant and you focused on your goals.
To also keep your feed relevant, you can follow hashtags and influencers in an industry you want to connect more with. Comment strategically—and provide value through your comment—on popular posts.
Biz Bite: Create a strict boundary for daily time spent on each social media platform.
Resources:
Linked Into Freelancing course and Substack newsletter subscription
Join the Deliberate Freelancer Facebook group.
Support Deliberate Freelancer at Buy Me a Coffee.
Subscribe to the Deliberate Freelancer newsletter.
Previous Episode

#126: A Real Talk About Mental Health—and Languishing
Today’s show is all about how I’m feeling right now—that blah feeling of languishing. If you feel like that too, or are dealing with any mental health challenges right now, please listen to this episode and then join us in the Deliberate Freelancer Facebook group, where we’ll be talking about this and solutions that might help each of us.
Resources:
Join the Deliberate Freelancer Facebook group.
Support Deliberate Freelancer at Buy Me a Coffee.
Subscribe to the Deliberate Freelancer newsletter.
New York Times article: “There’s a Name for the Blah You’re Feeling: It’s Called Languishing”
Psychology Today article: “COVID Left Us Languishing. Here’s Why We Should Care”
Episode #52 of Deliberate Freelancer: Embracing Self-Care without Guilt, with Acupuncturist Rachel Brumberger
Episode #48 of Deliberate Freelancer: How to Cope with Coronavirus Anxiety, with Therapist Mira Dineen
Episode #90 of Deliberate Freelancer: Coping with One Year of COVID-19 Lockdown, with Therapist Emily Derouin
Episode #70 of Deliberate Freelancer: Techniques to Deal with Anxiety from My New Therapist
Episode #31 of Deliberate Freelancer: How to Get Motivated to Work When You’re Feeling Blah
Next Episode

#128: New Organization Supports Freelance Journalists of Color, with Chandra Thomas Whitfield and Katherine Reynolds Lewis
The Center for Independent Journalists, aka The CIJ, is a new organization—launched in September 2021—to provide advocacy, education and support to freelance journalists of color and those from other underrepresented groups in the media. Programming is open to anyone, and white journalists can also join the organization.
It’s open to all freelance journalists, not only writers. Currently, membership for the first year is included when you register for The CIJ’s March 11–12 virtual conference. The CIJ has received grants to support the organization and continues to explore other revenue models that won’t require higher registration fees.
CIJ Co-founder Katherine Reynolds Lewis lives in the DC area and is an award-winning journalist and author who writes about education, equity, mental health, parenting, science and social justice for publications including The Atlantic, The New York Times, Parents and The Washington Post. Katherine’s 2015 story on the school-to-prison pipeline became Mother Jones’ most-read article ever and led to her bestselling 2018 book, “The Good News About Bad Behavior: Why Kids Are Less Disciplined Than Ever—And What to Do About It.” Her current long-form narrative project on racial justice in education is supported by the O’Brien Fellowship in Public Service Journalism and the MIT Knight Science Journalism fellowship.
CIJ Co-founder Chandra Thomas Whitfield, who lives in the Denver area, is a multiple award-winning freelance journalist. As a 2019–2020 Leonard C. Goodman Institute for Investigative Journalism Fellow, she hosted and produced “In The Gap,” a podcast for In These Times about how the gender pay gap affects the lives of Black women. A former Atlanta Press Club and Atlanta Association of Black Journalists “Journalist of the Year” awardee, she has been honored by the Association for Women in Communications, Colorado Association of Black Journalists and Mental Health America. She is an alum of the Schuster Institute for Investigative Journalism, Education Writers Association, Ted Scripps Environmental Journalism, Soros Justice Media, Kiplinger Public Affairs and Rosalynn Carter Mental Health Journalism fellowships. Her Atlanta Magazine feature made the Atlanta Press Club’s “Atlanta’s Top 10 Favorite Stories of the Past 50 Years” list and is widely credited with contributing to a change in Georgia law and a teen’s early release from a 10-year prison sentence.
The Center for Independent Journalists’ first virtual conference will be March 11–12. The early-bird rate of $49 expires on February 18. You get 14 sessions, including 10 panels and two keynote speakers. The keynotes are Denene Millner, a six-time New York Times best-selling author, Emmy Award-nominated TV show host and award-winning journalist who has written 31 books, as well as David J. Dennis Jr., a senior writer at The Undefeated and author of “The Movement Made Us.”
Katherine and Chandra started The CIJ after forming a group on Zoom for freelance journalists during the pandemic, where people unexpectedly became vulnerable very quickly, sharing their struggles and isolation. Katherine and Chandra realized that if this accomplished group of journalists was struggling, then other freelance journalists must be struggling too—financially, emotionally, with work, etc.
Katherine also recognized she had a lot of advantages that other freelance journalists don’t and was called to give back.
Racial diversity in newsroom leadership has been a longtime challenge, and while there’s been a lot of focus on it, there’s very little progress. Humans learn through story, so we need diverse storytellers to have a robust and thriving media ecosystem.
It’s crucial to a democracy to have a healthy freelance ecosystem. The freelance world is the least powerful part of journalism, and The CIJ aims to strengthen it.
As newsrooms struggle and cut positions and lay off staff, there’s a sentiment among freelancers of color, women and those from other underrepresented groups that they’re the first to be let go. There are also those who are willingly leaving journalism because of microaggressions, office politics and lack of advancement. The CIJ is there to support those journalists in building a freelance career.
Want to be an ally? First, listen and respect the experiences that people are sharing. Don’t try to debate it with them: “Oh, maybe you misunderstood. Oh, that wasn’t their intent.”
Also, those of us not from underrepresented groups should question the lack of diversity in the room. We need to be the ones speaking up about diversity.
Both employees and other freelancers can make the effort to find and hire or refer people from underrepresented groups. Those on the “inside” need to find people on the “outside” and offer them opportunities.
Those who want to be allies—inc...
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