About

Hey there! Thanks for stopping by.

Me? I’m Lauren McMenemy, and I’m The Content Type—an editorial specialist with more than two decades of professional experience working with words.

As a content leader, I take the burden of managing writers, content plans, and reporting out of your hands so you can focus on your own areas of marketing expertise.

As a senior content strategist, I’ve established and led global content teams and editorial strategies, including setting up content newsrooms for some of the world’s biggest brands.

As a writer, my experience takes the form of journalism and content marketing for a range of industries: health, pharma, financial services, professional services, global business, small business, music and film, marketing communications, and mental health.

As an editor and proofreader, I aim for engaging, easy to read copy – polishing those words until they shine for the intended audience. I’m no stickler for grammar; I make content based in the real world.

And as a coach and mentor, I bring the benefits of those 20-odd years working with words to help you develop and grow your own writing practice and career.

Born in Australia, I have lived in London for a decade-and-a-half, and have worked in-house, in agencies and in the media. I’m based in Sutton, south London, accompanied on my daily mission with my trusty lop-eared bunny Saunders, The Content Type’s unofficial mascot. (Yes, it’s a weird name, but she once had a sister called French and it made more sense then.)

My mission

To help companies grow loyal followings through the power of great stories and purposeful, actionable, business-relevant content.

My philosophy

When was the last time you clicked on an ad banner – on purpose? While other copywriters may specialise in sales-based messaging, I believe customers today are ad-blind, instead focusing on social media feeds or email inboxes – which is why The Content Type helps companies to grow loyal followings through telling great stories and building narratives.

A good content marketing programme can build organic followings through shareable, entertaining, useful, and educational content creation that customers find while in their natural habitat. It’s about building a relationship with an audience that comes to you, rather than pushing sales messaging at them blindly and hoping they click. I consult with business marketers on how to support growth through creating content, working with both the strategies and plans, and the content itself, to help get them there.

I truly believe in the power of story to build brand advocacy. Content marketing’s success has caused noise pollution; everybody’s doing it, but most are just pumping out content for the sake of it without thinking about the business objectives and needs. And that’s only gotten worse with the advent of ChatGPT—everyone can do it now, but the human element is lacking. I believe that only by telling business-relevant stories, not just writing content for algorithms, can a business hook its audience, keep them coming back (building engagement), and then convert them to customers and, finally, advocates.

Together we can find and tell your story.