As co-founder and head of content for Sydney agency Storyation, Lauren Quaintance is one of the only former journalists running a content marketing agency in Australia. Quaintance has a Master’s of Journalism from Columbia University in New York and studied at Oxford University in the UK on a Reuter Foundation journalism fellowship. In her career as a writer and editor for publications including The Sunday Times (UK), The Sydney Morning Herald and The New Zealand Herald she won more than two dozen awards for everything from investigative journalism to travel writing. She won a New York Foreign Press Association Award for a portfolio of work that included the September 11 attacks, and she has been editor of some Australasia’s highest circulating magazines such as Good Weekend, the(sydney)magazine and Sunday magazine (NZ). Quaintance has also held senior roles at Fairfax including Managing Editor of Magazines and General Manager of Travel and created multi-channel content solutions for major brands. Since launching Storyation, she has become a respected industry commentator and her opinions on content marketing have appeared in Mumbrella, CMO, B&T and Marketing Magazine and she has been sought out as a speaker at industry events.
Hi, what’s your name?
Where do you hail from?
Sydney, by way of New Zealand
Who do you work for?
I’m co-founder and head of content for Sydney content marketing agency Storyation www.storyation.com
Tell us a bit about you – how did you get to where you are today?
I’ve been a journalist and editor for two decades. I was lucky enough to win an award for Magazine Feature Writer of the Year in New Zealand two years running in my mid 20s and I went on to get a Masters in Journalism from Columbia University in New York and to work for The Sunday Times in London. In more recent years I worked for Fairfax Media in Sydney where I was Managing Editor of Magazines and General Manager of Travel. In those roles I walked the tightrope of creating bespoke content for clients that solved a business problem for them that our audience actually wanted to read.
What are your career highlights?
Am I allowed three? Spending a term at Oxford University in 1999 studying the impact of the internet on journalism; covering the September 11 attacks for print and broadcast media while living in New York; chasing people smugglers through France and Belgium for The Sunday Times.
Who or what inspires you to get out of bed in the morning?
Running my own business is both varied and challenging and I enjoy being part of the emerging discipline of content marketing.
Which other storytellers do you admire?
I am a huge fan of narrative non-fiction otherwise known as literary journalism. Think John Berendt (Midnight in the Garden of Good and Evil), Jon Krakauer (Into Thin Air) Truman Capote (In Cold Blood).
What do you plan to share at Storyology?
I’ve been asked to help decipher the sometimes nebulous world of “brand journalism” and “native content”.
Where can we find you?