Optimism’s Post

Today we'll speak on how to find your company's unique tone of voice with our COO and editor-in-chief, Evgeniia Bereza! Evgeniia is our most knowledgeable critic, our inner guide when it comes to communications. We've asked her on how to navigate creating a new brand platform from scratch — and here is her personal experience: "As I navigate my new role, I'm still gaining confidence in offering advice, but I’d like to share some insights that have helped me move in what I believe is the right direction. My entire career has been centered around content creation — first as an editor and scriptwriter for television, then as a museum guide and public program manager. In all these roles, one thing has always been crucial: thinking about the people for whom the content is created. It’s about striking a balance between being a bit of an influencer without getting too caught up in things that only interest you or your institution. Here are some key practices that guide me: 😍 Engage with your audience: Regularly communicate with your audience to understand what truly matters to them. 😍 Turn feedback into a resource: Use the feedback you receive to improve and refine your product or service. 😍 Create for yourself: Ensure that what you create is something you would love to use as a customer. Passion for your product is a powerful motivator. Even when ArtCracker was just an idea, I knew it was something that would interest me as a user. There’s a special satisfaction in using and loving the things you create, and that passion drives me every day." For anyone who is on the same journey right now — ask us any questions in the comments, we'll be happy to share our experience! #CompanyVoice #StartupJourney #ArtCracker #CustomerFocus

🎬 The Many Faces Behind Content Creation🎬 As content creators, what you see is just the final product – the polished videos, curated images, and thoughtful captions. But behind the scenes, it’s a whole different world! From brainstorming sessions, setting up the right lighting, shooting multiple takes, editing late into the night, and managing feedback – the process is a game in itself. 🎮 Whether it's battling creative blocks, experimenting with new ideas, or just keeping up with trends, creating content is an all-hands-on-deck journey. Some days you’re a director, other days an editor, a strategist, or even a tech troubleshooter. There are *many faces* and roles in this space – all part of the fun and hustle that fuels the business. 💡 Shout out to all the creators, teams, and hustlers behind the magic – you're the real MVPs! #ContentCreation #BehindTheScenes #EntrepreneurLife #CreativeProcess #ManyRoles

I don’t think fractional employees are right for every company, but hiring full-time content roles at startups is often challenging because goals change quickly depending on your revenue stage. You need someone entirely different to get you from 0-1 (where you’re more focused on performance KPIs) than you do once you’ve got a regular customer base and can focus on organic storytelling. Flexible content leadership allows brands to narrowly focus on the right method at the right time. https://lnkd.in/gbZFJsTE

Hello Everyone, 😺😸 Happy Wednesday!! I'm very new to the LinkedIn thing but just thought I would share some recent thoughts as I embark on yet another journey of social media exploration 💪 For context I currently work as a Junior Editor for Howler (a kick-ass production company). Enjoyment is an understatement for the work I get to be part of and I feel so blessed to have this role. One of the best parts about my work is being in an industry that is forever changing and developing. I know people in film/advertising see this as daunting. It's the uncertainty of not knowing what the next fleeting trend you'll have to jump on is, how we navigate new tech such as AI, or when the algorithm is changing again. In a world that values the constant churning of content that lacks depth or substance. I find myself asking questions like - How can I cut together edits in a way that holds onto my creative integrity but still promotes true engagement and viewership? It's sad that these are the kinds of questions creators (film/advertising) are having to ask themselves nowadays but it also paves the way to new and exciting ways we produce content - and that leaves space. A space for creative freedom and ideas to flow and be seen🤘 For me, how current media is consumed and generated only acts as a fuel to thoughtfully create. Where grabbing and holding peoples attention seems near impossible I have a fire in my belly to make meaningful content that people pause, take a beat and stop scrolling for. Hopefully this way I can help make positive change for how we consume and create our media. #slowcontent #creativeminds #editingthoughts #changethegame #nzediting #advertisingandfilm You know the drill - DM if you want to connect and talk more about what I do I'll post more thought explorations and some of my work in the weeks to come so keep an eye out!! Oh and enjoy this shocking selfie of me so ya'll can put a face to the name 😈

How do you assemble a winning content creation team? Consider these 5 roles: ✅ Content director plans and schedules ✅ Trends analysts tune into target audiences ✅ Content creators bring ideas to life ✅ Content editors bring about the best versions ✅ Social media managers share and engage with audience You may have to wear different hats. But these roles are essential to maximize the impact of your content. P.S. Get one piece of actionable advice every week by subscribing to The GamePlan newsletter: https://lnkd.in/ez_-KQQg

Meet Neil! 🙋♂️ As Atlantean’s newest recruit, our Senior Content Editor, Neil Henty has already secured loads of strong coverage online for many of our clients. A music lover and wordsmith, Neil is responsible for much of the written output on behalf of our external clients. This involves writing news stories, conducting interviews, putting together newsletters, researching and writing features, and working with clients to produce press releases. All in the Atlantean spirit of connecting people to water through creative content. 🌊 A bit on his background: Neil joined Atlantean in March 2024, having previously set up his own editorial business working with clients in varying sectors, including some in water. Before this, he was a magazine editor for 15 years having retrained as a journalist after leaving a business analyst role in the news group at Reuters. 💬 A favourite quote to live by: “I’m going to have to go with something my father used to write in all my birthday cards when I was growing up, I didn’t know where it came from, or that it was actually two different things joined together, for a long time. We’re both huge music fans, so it makes a lot of sense in that context. He would write: ‘May the road rise with you, and may you stay forever young.’ I thought it was his 60s poetry-writing hippy side making a reappearance, but you may recognise the two parts here. The first part, May the road rise with you, is the chorus from a song by a group called PiL (formed by John Lydon after he left the Sex Pistols), while the second part comes from the song, Forever Young, which was written by Bob Dylan for his then young son – ‘may you stay forever young’. Though not a typical inspirational quote, I think both are such lovely sentiments and to combine them into one message full of hope for your child and their journey through life is pretty special, at least in my opinion! I often think of that message”. #meettheteam #digitalmarketing #contenteditor #water #climatetech #watertech #digitalcontent #seniorcontenteditor

❌Journalism Isn’t Dead ❌ ...It’s Just Evolving! Don’t let all the talk about media downsizing fool you—journalism is ALIVE AND THRIVING. 💅 It’s just taken on a new form:  ✨brand journalism.✨ In 2024, journalism is moving beyond the newsroom and becoming a core strategy for any brand that wants to stay relevant. 💥 Here’s why brand journalism is the new #PR, #marketing, and must-have for building trust: 👉🏽 If you’re a successful brand, you HAVE to be your own press. The best brands aren’t waiting for others to tell their story—they’re creating their own, positioning themselves as go-to voices. 👉🏽 Owned & Earned Media Go Hand-in-Hand 📈: Brand journalism is all about using owned media to drive earned media. By putting out content with journalistic integrity, brands aren’t just promoting—they’re building credibility and trust. 👉🏽Mainstream Adoption of Storytelling: From tech giants to small biz, everyone’s jumping on the storytelling train to humanize their brands. Last year, 66% of marketers increased their content budgets (source: Content Marketing Institute📊), and it’s only growing as audiences crave real, relatable content. 👉🏽In-House Content Teams = Today’s Newsrooms 📰: Brands are building dedicated teams focused on industry stories, case studies, and thought leadership—like their very own newsroom. 👉🏽Multimedia is Everything 🎥: Audiences now expect stories in every form—videos, podcasts, and interactive formats—beyond just blogs or press releases. The bottom line? The demand for quality storytelling is skyrocketing 🚀Journalists are more valuable than ever—not only in traditional newsrooms, but also bringing the best brand stories to life. The future? It’s with the best storytellers. As the world speeds up, one thing stays the same: our need for human connection. And that connection? Built through storytelling. So, for any brand looking to stay relevant: Embrace brand journalism. #BrandJournalism #OpentoWork #Storytelling #ThoughtLeadership #ContentMarketing #OwnedMedia #EarnedMedia #StrategicCommunications #MediaCoach

‎ ‎🎉 New Year, New Opportunities: Elevating Beauty and Lifestyle in 2025! 💄🌟 ‎ ‎As we step into 2025, I reflect on the transformative power of storytelling in the beauty and lifestyle industry. From unraveling the secrets of timeless skincare routines to showcasing the art of self-expression through personal style, I’ve found my passion in crafting content that inspires and connects. ‎ ‎Over the past year, I’ve honed my ability to blend creativity with strategy, producing engaging pieces that resonate with diverse audiences. Whether it's creating captivating blogs, curating social media campaigns, or developing compelling brand narratives, I thrive on turning ideas into impactful stories. ‎ ‎In this new chapter, I’m excited to explore opportunities where I can collaborate with innovative brands and contribute to shaping conversations in the beauty and lifestyle space. ‎ ‎If you're looking for a content writer who brings passion, creativity, and a keen understanding of trends, let’s connect! Here's to a year of growth, collaboration, and stunning content. 🚀 ‎ ‎#BeautyAndLifestyle #ContentWriting #NewYearGoals #OpenToOpportunities ‎ ‎ ‎

Creators are no longer just creating content. They are now the writer, the editor, the strategist, the videographer, and even the social media manager. And even though it works for a while, it is not sustainable in the long run. This is why building a team becomes non-negotiable. In fact, Rhett McLaughlin and Link Neal, known globally as Rhett & Link, the creators behind the YouTube sensation "Good Mythical Morning" have also talked about this in one of their videos Their partnership began in their childhood, which became a creative powerhouse that led them to leave their engineering careers to pursue entertainment full-time. Their YouTube channel, renowned for its quirky talk shows, comedy sketches and food challenges today has a massive following. Recognizing the potential to expand their brand, they founded Mythical Entertainment in 2017, assembling a team to manage various aspects of their growing enterprise. This enabled them to acquire the popular channel Smosh in 2019, further diversifying their content portfolio. By building a team, Rhett & Link moved from individual creators into a multifaceted entertainment brand. Their combined net worth, estimated at $34.75 million, shows the success of their collaborative efforts. This is just another example that shows that a creator’s job starts with creativity, but it grows into something bigger - building systems, leading people and scaling vision. And by building a team, you don’t lose control of your content but instead gain more capacity to think creatively and go bigger. Have you ever thought how much could creators achieve if they didn’t do everything by themselves? #creativity #contentcreation

🌟 The Wisdom I Learned on My First Day at RIA Novosti That Will Help Brand Media Creators. This is a nostalgic story, and I hope I won't end up crying. 😢 Many, many years ago, I was hired as an editor and rewriter (two roles in one, because we can do it) at the biggest and the most influencial news agency RIA Novosti. I walked through historic corridors, squinting - I simply couldn't believe I got a job at this legendary place. And the very first days brought me a very cool lesson. 🎓 The digital department was collaborating with radio legend Alexander Abrahimov. People of my generation cannot help but know this name and, possibly like me, would wake up to his news reports on radio. 📻 So one day he came to a meeting happening in the newsroom, and I became a happy listener to a lecture on how to choose news, how to understand what the listener/reader wants. 🎤 ❗ Then he shared one simple and now obvious thing. A good news story is one that the reader will want to share with a friend or relative. ❗ In those times, there was no sharing button yet, but this idea of evaluating what you tell your reader and how, by the principle of "would they want to share and tell another person about this?", is key to the approach of content creation. 💡 If you're creating brand media, you have to accept this maybe painful truth. People don't care to know how cool your company is. People will be your listener only if you give them something they can share with friends or relative or even drop casually in conversation withe collegues. Build your content around this concept. 📣 PS: The photo is back from 2008 when I was working in news agency (yes, I that old)