For me, some of the most fascinating and exciting moments in the writing process are those that don’t involve writing at all:
⇢ Interviewing subject matter experts and getting fueled by their passion, authenticity and (of course) expertise.
⇢ Researching entirely foreign topics to become a mini expert and advocate – at least for a brief period.
⇢ Helping amazing, talented, busy people nail their messaging.
⇢ Digging into search behavior to understand what people really want from the content and, ultimately, service or product.
⇢ Learning that a piece has had an impact, whether it’s a high search ranking, a prominent feature, a solid lead, or a quiet, unmeasured share from one peer to another.
⇢ Brainstorming strategy with an open, collaborative mindset.
⇢ Seeing the final design of an ebook or whitepaper from one of my stellar designer teammates.
⇢ Reaching out for help with phrasing, word choice or adding “punch” and getting amazing suggestions that elevate content beyond my own thinking.
⇢ Making connections to my content work in everyday life (ex: I might know my order is delayed specifically because of labor and logistics issues at a port in California).
Content writing has meant constant growth, not only in my craft but in my knowledge and understanding of major and minor functions that keep the world in motion.
There is so much more to making this globe turn than I could ever imagine. As a child, I heard: doctor, lawyer, singer, dancer, chef, real estate agent. Now I know of supply chain managers, third-party software implementation partners, analytics consultants, B2B buyers.
Most of all, I am learning of entrepreneurship and ownership, at my own company and those we work with. It is brave, but it is an undeniable urge for these folks. They know what they have to offer and they’re not afraid to strike out on their path.
I am fortunate to know them, work with them, learn from them and help them amplify their efforts and reach with content and strategy.
Contact me at jlauren.white@gmail.com
See the latest in my portfolio.
J. Lauren White 
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