nDash’s Managing Editor, Jenn Greenleaf, talks to Katrina Fox about her background as a freelance writer, the vegan niche, her book, and more!
Background: The Highlights
Katrina Fox, a distinguished journalist and an ardent advocate of veganism and animal rights, has made notable contributions to the field for decades. She is the host of the Vegan Business Talk podcast and author of Vegan Ventures: Start and Grow an Ethical Business, the first international book offering success strategies for budding and existing vegan entrepreneurs.
Her expertise and influence extend to her role as a publicity consultant, where she teaches vegan business owners how to manage their own PR and secure free media coverage through her unique online course and group coaching program, Vegans in the Limelight. Additionally, she was a regular contributor to Forbes, focusing on vegan and plant-based businesses, showcasing her commitment to ethical commerce.
nDash’s Discussion with Katrina Fox
Jenn: Thank you for agreeing to participate in our freelance writer spotlight series! To kick things off, can you tell us who you are and about your background?
Katrina: I started out as a journalist in 1998 in the UK, working as a news reporter, features writer, and sub-editor on an HR magazine. After moving to Sydney in 2001, I wrote freelance articles for Reed Business Information on architecture and building design.
I’ve also worked as the sub-editor of B&T marketing magazine and spent a few years as an editor and columnist for the LGBTIQ press.
I was a Forbes contributor for a year, writing about the burgeoning vegan and plant-based industry sector, and over the past few years, I’ve moved into content marketing. I write blog posts, ebooks, white papers, and case studies, particularly for B2B brands and agencies.
Jenn: Your website outlines many services beyond that of being a freelance writer. How did you decide which services to offer? Was it challenging to narrow those down?
Katrina: I think it’s important to add to your skillset so you can be valuable to clients to help them grow their businesses. So I studied copywriting, SEO, and content marketing. This means I can tailor what I write to ensure it stands the best chance of meeting the client’s business goals while also using journalistic skills such as storytelling to engage the reader.
As well as my freelance writing, I also offer PR strategy, thought leadership content strategy, and personal brand coaching for purpose-led entrepreneurs.
It can be challenging to narrow down what you do:
Initially, I was offering website copywriting and email marketing copy. Still, I decided to hone in on what I’m outstanding at, which is long-form content such as white papers, ebooks, case studies, interviews, and blog writing.
Jenn: How did you come to land on white papers, ebooks, case studies, interviews, blog copywriting, and SEO copywriting as part of the services you offer as a freelance writer?
Katrina: These come naturally to me. I get to use my journalistic skills honed over more than two decades combined with content marketing strategies. It makes sense to do what you enjoy and what you excel at.
The Rest of nDash’s Conversation with Katrina
Katrina Fox is a seasoned personal brand coach, PR strategist, and content marketing writer with over 20 years of journalistic expertise and seven years of experience in copywriting, content marketing, and PR.
She specializes in empowering purpose-led entrepreneurs, agencies, and brands to expand their businesses and create meaningful industry impact.
Jenn: How did nDash become part of your journey as a freelance writer?
Katrina: I heard about it via a freelance writers’ group I’m part of and like the fact that it connects clients with the right freelancers.
Jenn: Your LinkedIn profile outlines a significant amount of experience in the vegan niche. Can you tell me what led you down that path?
Katrina: I’ve been vegan for 27 years (as of 2023) and vegetarian since the age of 11. It’s exciting to see the growth of vegan and plant-based businesses, and I wanted to do something to help them grow.
Jenn: Can you tell me about your book, Vegan Ventures: Start & Grow an Ethical Business (2015)? Did writing that book come naturally, given your background?
Katrina: I had the idea for the book in the middle of the night in 2014. When I realized there was nothing else out there, I knew I was meant to write it. So I spent the next year immersed in it, interviewing vegan business owners from across the globe.
It came naturally as it was basically similar to writing a long article, choosing what to put in, quoting people, and weaving in my insights. Obviously, it was much longer than an article, so there was a lot of organizing of chapters.
It was a huge amount of work but so rewarding, and I’m proud of it. It’s still the only book of its kind and still relevant. I’m thrilled that people continue to buy it and are inspired to start their own businesses.
Jenn: How did your podcast Vegan Business Talk come about, and what do you enjoy about it?
Katrina: After the book came out, I realized I missed interviewing people! I love doing interviews – I always learn so much. So I decided to keep the momentum going and launched Vegan Business Talk, where I interview vegan entrepreneurs and discover their challenges and success strategies.
The podcast also uses my journalistic talents, and although I hadn’t previously worked in audio or video, I enjoyed the challenge and learning new skills.
Jenn: What advice do you have for other freelance writers struggling to figure out their niche?
Katrina: I’ve heard it said that your niche often finds you. Try different niches and see what resonates with you. You can have more than one niche. Also, you can niche by sector (what types of clients or industries you prefer) or by service (email marketing copy, white papers, etc.).
Experiment, and you’ll figure it out in due course. Remember, you’re not wedded to a niche: If you don’t like it, you can change it.
Jenn: What areas do you write about besides the vegan and plant-based niche?
Katrina: I enjoy the B2B sector, writing content marketing pieces for tech, SaaS, martech, finance, and professional services companies. Through my work with agencies, I’ve written content for Microsoft, Google, Amazon, KPMG, Prospa, and many other clients. I love the diversity and helping clients hit their business goals.
Jenn: I notice you keep several social media channels active – what are your favorite tools and strategies for managing that?
Katrina: I’m on LinkedIn, Facebook, Instagram, and Twitter, plus I have a couple of YouTube channels. I use Sociamonials to schedule posts, and I’ve used Streamyard in the past to live stream to several platforms at the same time.
Thank you for talking to us about your career as a freelance writer!
Work with Katrina Fox on nDash Today!
Do you have a project that aligns with Katrina’s expertise? Check out her writing portfolio to learn how her background can help level up your content strategy: Katrina Fox.
