Hey there! Thanks for stopping by
Me? I’m Lauren McMenemy, aka The Content Type, and I’m a writer and editor with more than 20 years’ professional experience.
I specialise in editorially-led content for the B2B sector.
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, 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.
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.)
To help companies grow loyal followings through the power of great stories and purposeful, actionable, business-relevant content.
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. 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.