Going It Alone: How to Survive and
Thrive as a B2B Freelancer

Sign up for this Nov. 18 webinar to learn how two successful B2B freelance writers win — and keep — new clients.

Packed with real-world examples, this webcast will help you to earn work assignments by…

  • Avoiding 23 blunders that aspiring B2B freelancers make.
  • Learning how to “play the game.”
  • Letting your good manners show.
  • Being a nice person with whom the editor wants to work.
  • Researching B2B publishers that may want to hire you.
  • Becoming a writing specialist instead of a writing generalist.

During the November 18 webcast, you’ll also learn how to…

  • Network to find people who can hire you.
  • Network with other writers.
  • Leverage your neighborhood public library.
  • Find sources and ideas.
  • Run your business like a business.

Special Bonus!!

Participants will receive a handout covering letters of introduction and responses to job listings, to help your experience shine through!

Event Details

Date: Friday, November 18, 2011

Time: 1:00-2:30 pm ET (12:00-1:30 pm CT)

Location: Your desktop computer.

Cost: $15 for members, $35 for nonmembers

To Register

Option 1: Pay online. Use the web form below to pay online via credit card or PayPal. Instructions for obtaining webinar access will be emailed to you once you have paid.

Option 2: Use PayPal via email. Go to PayPal and use the Send Money tab to send the proper amount to asbpe.info@asbpe.org. Instructions for obtaining webinar access will be emailed to you once you have paid.

ASBPE Membership Status

Option 3: Pay by check or pay for multiple registrations at one time (regardless of payment method). Fill out this registration form (78K Word doc) and return it to Janet Svazas at jsvazas@integrated-solutions.com with your payment by noon Eastern time on Nov. 18. Webinar access info will be provided once you have registered.

Questions? Contact ASBPE Executive Director Janet Svazas at jsvazas@integrated-solutions.com.

About the Speakers

Photo: Mimi BellMimi Bell is the editor of Great Lakes Bay (Regional Lifestyle Magazine), Huron Shore (Lakeside Lifestyle Magazine), and Great Lakes Bay Business. She is the editorial director and editor for a number of client custom-published B2B magazines. Additionally, she is an independent writer, contributing content to a variety of national custom publications. Her writing expertise includes philanthropy, education, geriatric living and healthcare, personal finance, and food and wine. She is based in Saginaw, Michigan.

Earlier in her career, because of frequent relocations when her spouse was transferred, Mimi enjoyed the opportunity of working in editorial management and marketing communications with a number of nationally recognized organizations throughout the country. Previous employers include The Art Institute of Chicago; The American Dietetic Association (Chicago); Julia Child’s American Institute of Wine & Food (San Francisco); and the Minnetonka Center for the Arts (Minneapolis).

Photo: Ann LogueAnn Logue is a writer specializing in business and finance. She is the author of four books, Emerging Markets for Dummies (Wiley 2011), Socially Responsible Investing for Dummies (Wiley 2009), Day Trading for Dummies (Wiley 2007), and Hedge Funds for Dummies (Wiley 2006). She has also provided ghostwriting and technical editing services for books published by Bloomberg Press, the International Monetary Fund, and Pearson Educational Services.

In addition to her books, Logue has written about industries, executives, and current events for Barron’s, Business Week Chicago, Newsweek Japan, and trade and association publications serving quilt retailers, scrap metal brokers, and university development officers. She is a lecturer in finance at the University of Illinois at Chicago, teaching both undergraduate and MBA students about corporation finance and international financial markets. And she is a regular blogger on business and current events at Popdose.com.

Her current career follows 12 years of experience in the financial markets as an analyst with Volpe Brown Whelan & Co., The Chicago Corporation, and Kemper Financial Services.


Our Previous Webinars

May 26, 2011
B2B Ethical Struggles and Solutions in a New-Media Era

The quest for high standards and quality.

In this webinar, four panelists talked about different aspects of the thorny print and digital challenge facing B2B editors, including:

  • how to decide on a transparent ethics and social media policy.
  • drawing the line between “fair use” and content aggregation abuse.
  • ways to build a healthier relationship with your marketing and sales colleagues.
  • how to avoid misleading your audience when doing or reporting on research.

Attendees received an advance draft of the first chapter of “Enterprise-packed e-news is key to on-line superiority," speaker Howard Rauch's new competitive-analysis guide covering digital, print and editorial marketing strategies.

April 14, 2011
How to Use Web Analytics to Drive Your Digital Strategy Forward

Dan Blank, founder of We Grow Media, gave attendees a better understanding of website analytics and how to use them to improve their websites, including:

  • What often-used web analytics terms mean.
  • Which metrics are the most important to watch.
  • How to use key performance indicators to decide what actions to take, based on your B2B publication’s goals.
  • How to use web analytics to generate innovative ideas and lend your publication a competitive edge.

Feb. 23, 2011
Leveraging the Power of B2B Social Communities

What are the components and functionality of a good B2B social community? How can your audience and publication benefit by a having one? Which best practices are essential to running a B2B social community successfully? Kellie Parker, leader of a four-person community team for SEGA of America, presented the basics of community and explained how to choose the tools that are right for their audience and objectives, and how to use reader-generated content.

Nov. 17
Digital Azbee Awards and Web Site of the Year Case Study

Our second annual Digital Azbee Awards of Excellence honored the best B2B editorial and design for digital content. In addition, the top editors of the Web Site of the Year, CIO.com,discussed their strategies and practical methods
for achieving editorial excellence.

See a list of the 2010 Digital Azbee winners (83K Word doc).

Nov. 16, 2010
20 Free Tools to Enhance Your Web Presence

E-tools to help you work more efficiently and broaden your knowledge of the digital space!

Chicago’ magazine’s director of digital strategy and development, Scott Smith, showed attendees 20 online tools that can be used in reporting, storytelling and marketing. Included were tools for audio, video, text, and social media.

Get a CD of the webinar by filling out the registration form (78K Word doc).

Sept. 23, 2010
Enhancing Your Career in the B2B Press

How to transform yourself into an indispensable asset in today’s turbulent economy.

Attendees learned ways to expand their career options in the social-media era and maximize their editorial performance. The speakers were B2B management veterans John Bethune and Howard Rauch. Topics included:

  • How to benefit from personal branding
  • Why every editor must become an entrepreneur
  • How to prepare for the career opportunities of the future
  • Why you need to quantify your digital workload
  • How to identify and control the biggest print/digital time-eaters

Tweets from the Enhancing Your Career webinar (111K PDF)

Aug. 17, 2010
Tips for Business-to-Business Freelancers

How to set rates, negotiate and understand your rights.

Attendees heard award-winning journalists Kevin Davis, Andrea Hanis and Mego Tebo discuss what to do to establish a successful career as a B2B freelance writer and editor. The program covered:

The nitty-gritty:

  • Project pricing, payment scheduling, negotiating tips, market rates
  • Contracts, rights and releases
  • Legal terms you should know before you sell your work: work for hire; first, one time, reprint and multimedia rights
  • Kill fees

The personal side of freelancing:

  • How to sell yourself — and your ideas
  • If it takes contacts to freelance, how do you get started making contacts?
  • Best practices in pitching stories to editors
  • How to make an editor love you — or hate you
  • The freelance life

Tweets from the Tips for Freelancers webinar (94K PDF)

June 3, 2010
Bridging the Digital Skills Training Gap

Learn what the most important skills are and how to get training — even if your company doesn’t provide it.

Attendees learned through mini-case studies and research which web skills are most important for editors to learn; how to sell management on training, how to get training with little or no help from management, and where to get training on their own.


Photo: Abe PeckAbe Peck, director of business-to-business communication and professor emeritus in service at the Medill School and senior director of the Media Management Center, Northwestern University. He is also a consultant in the B2B space.
Photo: Robin ShermanRobin Sherman, associate director of the American Society of Business Publication Editors and principal of Editorial & Design Services; he is also a former corporate director of editorial development.
Photo: Mary SlepickaMary Slepicka, group content director of Advanstar Communications Powersport Group and editorial director of Dealernews Magazine.
Photo: Rita Jane GabbettRita Jane Gabbett, executive editor of Meatingplace.com, an online community for red meat and poultry processors in North America.
Tweets from the Digital Skills webinar (119K PDF)

“Bridging the Digital Skills Gap” Slide Presentations

April 29, 2010
10 Trends that Could Make (or Break) Our Editorial Careers

How to meet new media challenges.

Speaker Jim Sulecki, director of e-media at Meister Media Worldwide, elaborated on a blog post he wrote for ASBPE. He spoke about how we’ll have to work to retain journalistic standards even as we create a new type of media presence, and how to put aside our assumptions and make use of multiplatform communication and interaction.

Tweets from the “10 Trends” webinar (115K PDF).

“10 Trends” Slide Presentations

March 29, 2010
Why B2B Publishers Are So Bad at Marketing

(and how to fix it)

In the past, B2B publishers relied on a fairly reliable marketing arsenal to attract readers and advertisers — online resource centers, sales sheets, promo e-mails, and house ads. But many are finding that these methods aren't working anymore. To stand out from the crowd, you must position your publication as a trusted authority for both readers and advertisers.

Attendees learned how to:

  • craft marketing messages with content aimed at solving the toughest problems their prospects are facing.
  • position their publications as a trusted solutions provider/
  • weigh the pros and cons of marketing initiatives such as electronic and print newsletters, blogging and other social media platforms

The webinar also looked at unconventional marketing methods, such as holding a conference or publishing a book. The speaker was Joe Pulizzi, the founder of Junta42 and co-author of Get Content, Get Customers.

Feb. 26, 2010
Web Video Editing

How-to basics for B2B editors.

B2B editors are increasingly getting into Web video. Our Feb. 26 webinar provided a detailed, step-by-step walk-through to help editors get a vivid picture of the editing process. The focus was on editing with the standard editing platform: Final Cut Express.

Attendees learned how to:

  • Transfer video from your camera to the editing platform
  • Edit video to create a sequence (Final Cut's term for the edited video)
  • Add transitions
  • Add music
  • Add voiceovers
  • Enhance badly shot or lighted footage
  • Export to a playable file

Sept. 24, 2009
Drive Website Traffic, Boost Readership

How to use web tools to increase readership.

Our September webinar explored how to harness Web 2.0 to spread the word about your brand and content using social media and search engine optimization (SEO) strategies.

Attendees learned how to

  • build reader interaction and grow circulation.
  • boost brand recognition.
  • facilitate networking among readers.
  • recharge existing e-products and print products.
  • choose the right social media and SEO strategies for their organizations.
  • involve the entire editorial staff in social media and SEO activities.
  • plan, launch, and integrate a social media and SEO into their operations.

Drive Website Traffic Slide Presentations

May 29, 2009
Managing Social Media

How to take advantage of social networks — without wasting time.

Participating in social networks like Facebook, LinkedIn, and Twitter is a must for B2B publications. But managing those networks can be time-consuming, and it isn’t always easy to tell which efforts are giving you the best results. Should you participate in every network in your industry? What kind of content do you post?

At our May 29 webinar, Managing Social Media, attendees found out:

  • What the metrics are for figuring out where to concentrate your efforts.
  • Whose province social networking is – marketing, editorial, or both.
  • Ways to automate your participation – and when not to automate.
  • Ways to use social media tools to save time.

Missed the Webinar?

  • See the presenters’ slide shows below.
  • Scroll down or click to see a seven-minute video tutorial. The video demonstrates a free, easy, organized method for discovering relevant social sites and monitoring conversations about your industry. Speaker Lorna Li was inspired to create the video in answer to one of the webinar participants’ questions.

Managing Social Media Slide Presentations

Lorna Li’s Video:
Setting Up a Social Media Monitoring Program

Easy Social Media Monitoring from Lorna Li on YouTube

March 27, 2009
Getting Your Market's Economic Scoop in Tough Times

Business-to-business editors are skilled at covering day-to-day happenings in their industries. But their reporting may fall short when exploring the effects of an economic downturn and the measures that businesses undertake to deal with the resulting squeeze on their balance sheets. During our March 27 webinar, panelists Roy Harris, senior editor, CFO, and Steve Ross, editor, Broadband Properties, examined how editors can cover the current economy in their publications. Attendees learned what questions to ask of sources, how to analyze their markets, and what tools editors can use to find additional information.

Nov. 17, 2008
A B2B Journalist's Guide to Creating the Next New-Media Resource

During ASBPE’s Nov. 17 webinar, attendees learned from Harry McCracken, the former editor-in-chief of PC World who has since founded the personal technology blog Technologizer, and Joe Pulizzi, founder and chief content officer of the search community site Junta42, how to:

  • develop an effective marketing strategy to promote their content;
  • identify and participate in online conversations that could help draw audiences to their work;
  • use social networking Web sites to reach out to online communities who are likely to value their expertise;
  • leverage the power of “free”; and
  • build successful permission-based marketing initiatives.

June 26, 2008
The Disruptive Power of Green

To sustain your publication's relevance to its audience, editors will have to adapt their editorial mission to ensure readers recognize how their stewardship of the environment determines the viability of their businesses.

Attendees heard how editors at two leading B2B publications — ChemicalWeeks Robert Westervelt and Wards David Zoia — are breaking new ground by presenting readers with valuable perspectives about, and helping them plan for the future of, their industries in light of climate change and other environmental issues. Moderated by Jeremy Greenfield of PostAdvertising.com,

Topics covered:

  • How you can help your readers deal with new laws, as well as consumer and business demands, bearing on green technologies;
  • How companies' heightened awareness of environmental issues is impacting editorial coverage, priorities and the allocation of staff resources, particularly when it comes to covering climate change; and
  • How B2B reporters are creatively seeking out stories, and exposing industry practices, that are producing reforms to make business more environmentally friendly.

March 21, 2008
Taking Your Webcasts
to the Next Level

At our March 21 webinar, attendees learned what it takes to successfully produce compelling — and profitable — webinars for a B2B publication from top experts at Nielsen Business Media and InXpo. They found out how to:

  • pick a compelling topic and present it for maximum impact.
  • involve print and online staff editors in content development and presentation of webinars.
  • manage the “church-state” divide and address common ethical issues when conducting webinars.
  • package and market online events for potential viewers and sponsors.
  • leverage webinars for related editorial content, including virtual trade shows, podcasts and e-newsletters.

Members: Download Webcast Files

ASBPE members can download the PowerPoint presentations from this webcast.

Go to the Members Only section to download the presentation.

Jan. 18, 2008
The New Azbee Awards Entry Process

Image: ASBPE 2008 Call for Entries

Most Azbee entries
no longer need to be
mailed in.
Use our automated
entry system to save
money on entries.

For the first time in 2008, ASBPE is accepting submissions for most entries completely online — which means you won’t have to put multiple copies of each article into binders, print out cover letters and entry statements, and mail out packages. You also save on fees — $10 per entry — by submitting online.

This free webinar provided an overview of how the online entry process works. Attendees learned:

  • how and where to register for the competition
  • where to submit your statement describing the mission, readership, and enterprising work for each entry
  • how upload editorial entries
  • how to submit and receive confirmation of payment

Dec. 14, 2007
Editorial Winners Tell All

Attendees of this free webinar got the inside scoop on how to win an Azbee award from top editors at Hanley Wood and IDG, which have garnered numerous editorial and design awards.

The presentation included:

  • How and why the editors chose the articles they entered;
  • What the awards have meant to the winners’ careers and to their publications;
  • How to build award potential into the articles you write and edit; and
  • How to apply the standards of editorial competitions to your day-to-day work.


  • Don Tennant, vice president and editorial director of Computerworld and InfoWorld.
  • Boyce Thompson is the editorial director of the Builder, Multifamily, and Technology groups of magazines published by Hanley Wood, LLC.

ASBPE members may download presenter Boyce Thompson’s slides:

Part 1
slides 1–2

5.8MB .ppt file

Part 2
slides 3–6

2.9MB .ppt file

Part 3
slides 7–12

1.2MB .ppt file

Part 4
slides 13–18

2.9MB .ppt file

Download zipped file of entire presentation. (11.3MB)

You may also be interested in our free Tip Sheet,“Secrets to Winning Azbee Awards,” available both to members and nonmembers.

Oct. 19, 2007
Managing the Editor-Freelancer Relationship in the Digital Age

This webinar explored how the digital platform is giving rise to new methods for managing freelancers — and new questions about the best methods to use.

Topics included:

  • How much and when (upon acceptance, upon publication?) should a freelancer be paid?
  • What rights will the publication retain over the freelancer's work?
  • Should "kill fees" be publication policy? If so, how much?
  • How to develop long-term relationships with effective freelancers?
  • How should freelancers break into the B2B press?

Presenters were Chris Linquist, online editorial director, CXO Media, and Matt Bolch, a successful Atlanta-based freelance writer and editor.

May 10, 2007
Uncovering Scoops With
Basic Financial Analysis Techniques

Stock analysts do it…— so can you! This webinar covered how to uncover corporate scoops using basic financial analysis techniques. Leading the webinar was Steve Ross, editor of Broadband Properties magazine and professor at the Harvard Extension. Ross, who has also taught at Columbia University's Graduate School of Journalism, has a gift for making financial theories seem simple.

Among other things, attendees learned:

  • why a company's stock price does not tell the whole story,
  • factors to consider when writing about the financial viability or competence of a particular company,
  • a simple formula for calculating whether a company is likely to remain as a going concern in the short term, and
  • how to spot signs of financial foul play.

About the Presenter

Photo: Steve RossSteve Ross has combined a career in teaching, writing, consulting, and technology. He now edits a trade/professional magazine (Broadband Properties) and teaches business writing at the Harvard Extension. From 1985 until mid-2004, Ross taught full-time at Columbia University’s Graduate School of Journalism, where he was an associate professor of professional practice, teaching new media, national, and computer-assisted reporting. Since 1994, Ross has been conducting the nation’s largest surveys of journalists’ use of online services including (but not limited to) the World Wide Web. Among his 19 books are works on business, the environment and planning, multimedia, finance, statistics, product safety, and toxic substances. He is now under contract with McGraw-Hill to produce textbooks for analytic journalism and new media.

March 2, 2007
Investigating a Company: The Long and the Short of It

In the wake of several high-profile corporate scandals, such as Enron, WorldCom and Tyco, and the resulting Congressional actions to address them, getting to the bottom of a balance sheet and other company reports is an indispensable part of doing your job as a business publication editor.

In the second of three webinars about reporting on company finances, attendees learned about financial tools that top-tier investigative journalists use to enhance the breadth and depth of their business reporting, uncover hidden problems in company performance, estimate market share — and beat the competition in disclosing the next corporate scandal. Specifically, attendees learned:

  • How to find out crucial corporate information when on deadline, and methods to use when more time is available to dedicate to story development.
  • How to obtain and interpret corporate reports, including the 10K and 10Q, 8K and 14K, cash-flow and income statements, balance sheet, and annual report to shareholders.
  • How to convey the significance of the numbers to readers as they report on financial issues.

An archived version of the presentation will be made available to participants upon request. In addition, a CD and PowerPoint will be available for sale.

Dec. 14, 2006
Using Excel as a Reporting Tool
In our first webinar, editor and teacher Steve Ross walked participants through exercises in calculating key business indicators such as profit margin, earnings per share, price-earnings ratio, and return on investment. He also pointed out possible errors in analysis that might easily trip up a novice financial reporter. You can read a recap of the session here and learn more about the technology interface used in the webinar here.

A DVD of this webinar is a available for purchase. To order, contact us at info@asbpe.org or (630) 510-4588.



American Society of Business Publication Editors
214 North Hale St.
Wheaton, IL 60187
(630) 510-4588
Fax: (630) 510-4501