Chapter 1: Meet Mariya Delano

Mariya Delano is the founder of Kalyna Marketing, a content marketing agency. At just 25 years old, she has established a successful business, distinguishing herself from her peers. Mariya is an astute and worldly individual deeply immersed in the marketing field. Below is a concise Q&A that reveals her background and current responsibilities, with edits made for clarity.

Why did you start Kalyna Marketing?

In 2022, I was primarily working as a freelance writer, adhering to in-house strategies and guidelines, which led to burnout. By August of that year, I recognized my desire to engage more in strategic planning and high-level thinking, rather than just executing tasks.

Can you outline your current responsibilities?

I now operate a content marketing agency that collaborates with B2B technology companies. As the founder, I serve as a marketing consultant. My writing is mostly for my own business now, and my duties include:

• Conducting sales calls
• Negotiating proposals
• Acting as the primary contact
• Creating briefs
• Editing my writers’ work

A significant part of our focus is on audience research to enhance content effectiveness. I adhere to my standards, ensuring that I only endorse work that I am proud of.

What does a typical day look like?

While my schedule can vary based on my energy and mood, the general outline is as follows:

I usually start my workday between 10 and 11 a.m., either with a meeting or by checking emails and social media. Until noon, I handle less demanding tasks like responding to emails, engaging on social media, checking analytics, and gathering inspiration from previously saved marketing content.

The latter part of my day is flexible; I may continue working into the afternoon until 5 p.m., or I might take a break and return to work in the evening after dinner. This decision hinges on my fatigue level and any personal commitments.

During my second work session, I dive into more intensive tasks such as researching, project planning, creating frameworks, filling out briefs, and editing. I typically concentrate on tasks related to my agency or clients, trying to group similar tasks together.

The remainder of my day is generally free from work, apart from occasional checks on work-related social media. I enjoy spending time with my husband and family, engaging in activities like gaming, watching TV, reading, and cooking.

What is your background?

Originally from Ukraine, I moved to Manila, Philippines, at age 11, where I attended an international school and learned English. This prestigious institution helped pave my way to universities like NYU Abu Dhabi, where I was nominated by school administrators.

Initially aspiring to be an astrophysicist, I switched to creative writing after finding the department unsatisfactory. I spent nearly three years as a writing instructor and later joined a startup as their first non-engineer and female hire, focusing on PR and communications. However, after sensing instability, I took a vacation to Ithaca, NY, where I was unexpectedly let go. This prompted a quick decision to move my wedding date forward by a year, allowing me to secure work papers in the U.S.

How do you acquire clients?

Interestingly, I’ve noticed I need to adjust my client acquisition strategy. My clients typically find me rather than the other way around. After deleting my Upwork account, I stopped actively seeking freelance opportunities. Instead, I focused on building my presence on LinkedIn, Mastodon, and engaging in marketing community groups, fostering strong, genuine relationships with fellow marketers.

However, as my agency has shifted towards more strategic and higher-end services, I’ve realized the need to adapt my approach. This involves more proactive outreach and clearer communication about seeking clients, as well as establishing a priority list of projects to efficiently manage workload.

What aspect of your job is most challenging?

Marketing is hard to encapsulate in a simple task list. While I identify as a content marketer, not all businesses require identical strategies, like a LinkedIn page or a blog. I aim to create some standardization, but effective marketing needs to be adaptable.

How do you gain client buy-in for marketing initiatives?

It's crucial to be selective about potential clients. I learned that choosing the right clients is paramount. Previously, I would accept any work that matched my skills and paid reasonably. If disagreements arose, I would attempt to prove my methods through results.

Now, I ensure that prospective clients comprehend the value of content marketing and appreciate our insights. This is often evident during initial calls, where I ask questions like, "What do you find valuable about content?" or "Why opt for a content marketing agency?" Clients willing to pay more are usually more committed.

How large is your team?

I have a team of freelance writers who assist as needed, chosen for their diverse expertise and interests, creating a mini-network of specialists.

How do you stay updated with marketing trends?

In my first 2.5 years in marketing, I took structured courses and purchased content from prominent educators. However, I found myself disagreeing with much of the material and began experimenting with my methods.

I engage with various marketing perspectives by networking and participating in discussions with professionals from different fields, including dev ops, cybersecurity, product management, and sales. This has helped me build a robust network and join several marketing groups. Monthly coffee chats also provide a platform to discuss current marketing trends and experiences.

Are you observing any shifts in marketing trends?

Multiple factors are converging, including the tech recession, AI advancements, recent Google updates, and changes in social media algorithms. These developments are altering content formats, and audiences are growing weary of repetitive, templated content.

As marketers, we must elevate our strategies. The straightforward solutions of the past are no longer effective. It can feel daunting yet freeing; for years, many of us felt constrained by outdated approaches.

No one desires to create or consume yet another "Ultimate Guide." It's a burdensome cycle that fails to yield results.

What should people understand about your work and its impact?

In all my endeavors, I strive to adopt a unique approach, resisting conventional categorizations. We’re not just another typical content agency.

I prioritize a high standard of care and passion in everything we deliver. Rushing the process leads to subpar results. I firmly believe in the value of quality writing—while many claim it doesn't matter, I've witnessed firsthand the positive outcomes of exceptional writing. Always aim to produce work you can be proud of, as it truly generates results.

Thank you, Mariya! I appreciated our conversation.

For more about Kalyna Marketing, click here.

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