Content marketing for startups & events. Writing + photography + social = embedded journalist. My job is telling the story of your business & events, helping you get better return on investment for events and marketing.
I can't add to what Mark, Jerad, and Brandon have suggested. All give great advice. My suggestion would be to follow Jerad's second bit of advice and rent several lenses. In my practice there are some lenses I use all the time, and some I use very, very rarely. Those latter are the ones I rent because I need their specific qualities, but don't have the capital to own them outright.