Sharon Wu on Wavecomber and the Value of Human-Led Content
"Google algorithm updates will come and go. But truly helpful content, backed by real expertise and rigorous editorial standards, will always find its audience."
Sharon Wu is a freelance writer, journalist, and content strategist of 11 years. Her beats include SEO articles, product reviews, buyer guides, and informative stories in diverse YMYL verticals, such as personal finance, health, and shopping/commerce. Sharon's work has appeared in CBS News, CNN Underscored, USA TODAY, and ConsumerAffairs.
How long have you worked for yourself? What led you down the freelance path vs. full-time employment?
This September will mark 11 years of working for myself, and I've never held a traditional full-time job. After graduating from UC San Diego in 2013 with a B.A. in Communications, job prospects didn't align with my skills or offer adequate compensation.
My journey began with a modeling contract in Los Angeles — something I'd always dreamed of pursuing. While modeling for household brands, including UGG, Revlon, and Paul Mitchell, I supplemented my income with freelance writing for an agency, primarily focusing on home security and higher education topics.
My brother eventually encouraged (and helped) me to start a blog combining my passions for writing, style, and beauty. This coincided perfectly with the rise of influencer marketing. After blogging for a few months, I started securing partnerships with awesome brands such as American Eagle, Macy's, and COVERGIRL, to name a few. Soon before I knew it, I was making an incredible living modeling on my terms while creating promotional/educational content… without paying agency fees anymore. I even got to work exclusively with my favorite photographer, who is now my fiancé. At the time, I felt like I was living my dream!
When the industry shifted toward video content around 2020, I chose to focus on my strengths rather than follow trends that didn't align with my interests. By 2022, I had fully transitioned to writing YMYL ("Your Money or Your Life") content for publications, media outlets, and brand websites — a natural progression that incorporated more SEO and journalistic elements.
How have you seen search change over the years and what you think about Google’s core updates, prioritization of AI Overviews, etc.?
The recent Google core updates have been challenging for our industry. They've displaced many talented content teams — some I was proud to be a part of as a contractor — making it harder for readers to find genuinely insightful, unbiased information.
While AI Overviews might seem convenient to digest, they're not always accurate. And what's often overlooked is that these AI summaries are built from content human writers create. As companies cut content budgets, we're facing a concerning trend: less valuable human-created content means less quality material for AI to work with in the long term.
This reality was a huge motivator for me to launch Wavecomber. Google algorithm updates will come and go. But truly helpful content, backed by real expertise and rigorous editorial standards, will always find its audience.
Why? Because as content becomes increasingly AI-generated, people will crave authentic human connection. Independent publications featuring writers with established credibility will thrive because readers value expertise that goes beyond surface-level information.
Tell us about Wavecomber! What’s the mission?
Wavecomber is an independent publication guiding readers toward intentional living and choices worth making.
I came up with the name after reflecting on a simple thought: Life is easier when you know which waves to ride. With information overload everywhere, it can be overwhelming to comb through what's worth reading and what's noise. Wavecomber is my way of helping people navigate these waters.
What makes Wavecomber different?
I combine high editorial standards with a personal perspective
I test/use the products I write about rather than relying on manufacturer claims
I speak directly with industry experts in my network to provide insights you won't find in quick Google searches
I share guidance based on real-world experience, not just theory
My mission is to help readers "live swell" through authentic, human-led content that addresses the decisions impacting their money and lives. Everyone deserves honest guidance they can trust. :)
You describe Wavecomber as an independent publication. Are there plans to add more voices down the road?
While Wavecomber is still in its early stages, you'll already find another writer who has contributed articles in the health and travel verticals on the website. As a new venture, I don't have a budget to bring on additional writers, but I'm open to expansion as the publication grows.
Currently, I'm not focused on monetization. My priority is creating in-depth content that helps readers make smart life choices with confidence. I'm collaborating with industry experts on specialized pieces. For example, in April, I produced a story about professional women using prenups as wealth-building tools and another about how house hacking helped a millennial reach work-optional status by age 36, in light of Financial Literacy Month.
I'm managing Wavecomber alongside my client work, which allows me to keep the publication free for all subscribers. Down the road, I'd consider paid brand sponsorships that align with my values, but only after building a stronger foundation.
My vision for this publication may evolve, and I'm committed to transparency throughout the journey. I'll share updates and lessons learned on LinkedIn… so if you want to see me build it in public, follow me there!
How do you like Substack? What made you choose this platform for Wavecomber over others?
I actually started Wavecomber on its own website, where you'll find all the original content. I'm cross-publishing my articles to Substack for three key reasons:
It's challenging to build reach on a brand-new website
Substack makes community-building accessible — subscribers receive new articles directly in their email inboxes rather than needing to discover the site organically
Substack is where I'm seeing independent journalists and writers hang out more in 2025!
I'm also drawn to Substack's chat feature. I haven't used it yet since I'm still new to the platform, but it'll offer a valuable space for subscribers to connect with me and suggest topics they'd like to see covered. PR companies and brands can also pitch ideas we can flesh out together.
What does a work day in your life look like? What do you do around work to stay balanced?
No work day is ever the same, which is one of the perks of running a business! Some days, I'll work from bed with my pugs snoring beside me. Other days, I'll take my laptop to the pool, a local coffee shop, or a library.
To stay balanced, I take short walks with my dogs every few hours, make time for the gym, and occasionally take mid-week days off to spend time with family or go on a road trip.
It's not that structured… but it works well for me. I maintain a clear to-do list and consistently meet deadlines while making time for non-work activities that matter to me.
What creative projects or hobbies fulfill you?
Right now, building Wavecomber is my main creative focus. But beyond writing, I find happiness in convertible drives with no destination in mind and One Direction at full volume, making friendship bracelets, and snail-mailing regular pen pals.
I also love making natural skincare products. During the pandemic, I made handcrafted body butter from my kitchen for family and friends. With their encouragement, I eventually turned it into a successful Etsy shop during the holidays.
In your personal experience, what are the biggest pros and cons of a career where you are not employed by a company?
After over a decade of being my own boss, I've learned there are more pros than cons… though any path in life comes with unique challenges.
Here's what stands out to me:
PROS
Freedom to work whenever and wherever I want: There's no micromanagement, hours lost to commutes, or office politics.
Control over rates and project selection: I'm not waiting for a raise, and I can choose work based on my skills and interests. By specializing in long-form content, I've improved my craft faster and can command higher rates.
Diversified job security: With multiple anchor clients, I'm protected from the impact of layoffs at any single company. When I lost two clients after Google's algorithm update last fall, I still had three others providing steady work… while regaining time to prospect and find new clients.
CONS
Complete responsibility: There's no supervisor to consult when challenges arise. I have to put on my big girl hat and deal with them head-on.
Self-driven business development: Even after 11 years, drumming up new business isn't easy, especially as an introvert. I occasionally get referrals from satisfied clients, but I still need to do cold outreach to secure exciting projects.
No employer-provided benefits: I'm responsible for healthcare, retirement contributions, and self-employment taxes. Without structured vacation time, it can be challenging to disconnect, especially when marketing efforts can't completely stop.
What advice can you give readers starting their own freelance/business journey?
My advice depends on what life stage you're in.
Fresh out of school with no stable work lined up? I recommend diving in — you have nothing to lose. You can always look for a full-time job while freelancing, if you're still unsure whether running a business is for you.
Have a stable job but feel drawn to self-employment? Save at least a year's worth of living expenses first. Building a business takes time, and financial stress will only complicate the process.
For everyone, I recommend…
Pricing your services to cover what would be provided in full-time employment: benefits, vacation, retirement funds, equipment costs, and self-employment taxes
Creating spec pieces to showcase your work if you don’t yet have a portfolio
Building a clean, functional website to house your portfolio
Optimizing your LinkedIn profile with a professional headshot, a strategic banner highlighting your services and social proof, and a compelling "about" section that demonstrates your impact
Specializing rather than being a jack/jill-of-all-trades (e.g., content writer vs. copywriter)
Networking with industry peers — it combats isolation and creates unexpected opportunities (I connected with a writer on LinkedIn without any expectations, and when he launched an agency a year later, he hired me as his ghostwriter for 2 years!)
Where can readers connect with you?
Social media-wise, I'm most active on LinkedIn. But I'm also trying to be more active on Instagram. And you may reach me by clicking "work with me" on my website or via email: hello@sharewrites.com.
New working creative profiles are published every Sunday. Interested in being featured on Recreation? Email recreation.substack@gmail.com. 💐
This was such a great look into Sharon's journey! I can't wait to read through what she's writing on Wavecomber!