Thriving as a Freelance B2B Content Marketer

In this episode of the WeMarketers podcast, Andrew interviews Vlada Korzun, a strategic B2B content marketer and writer. With over five years of experience and a year of freelancing, Vlada dives into the importance of freedom and nonconformity in her work. She shares insights on building a personal brand, leveraging non-content communities, and optimizing content creation with AI tools like Claude and Perplexity.

The conversation covers time management, client relations, pricing strategies, and the future of content marketing amid rapid AI development. Tune in for valuable advice and inspiration for freelance content marketers.

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Connect with Vlada Korzun: https://www.linkedin.com/in/vladakorzun/

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

Transcription

[00:01:00] Andrew: Hello and welcome to the WeMarketers podcast. I’m Andrew, and my guest today is Vlada Korzun, a strategic content marketer. Today, we’re going to talk about working as a freelance marketer.

[00:01:12] Andrew: Vlada, happy to have you today.

[00:01:14] Vlada: Thanks for having me. A few words about me: I’m a freelance B2B content marketer and writer. My general experience spans over five years, and I’ve been freelancing for about a year now. I’m also taking a leap into building my agency in addition to my freelance work.

[00:01:32] Vlada: Right now, I’m focused on long-term content—creating, updating, repurposing, and promotion. Some niches I’m more familiar with are cybersecurity, learning & development (L&D), and sales tech. A few words about my work style: nonconformity, depth, and fun.

[00:01:51] Andrew: To kick off our conversation, tell your story. How did you end up being a content marketer, and how did it all start?

[00:01:59] Vlada: I think the very beginning is pretty standard for most writers and content marketers. I had a passion for reading and writing my whole life, since I was five.

[00:02:09] Vlada: During my student years, I managed social media for an NGO and then for a legal company where I worked. I have a BS in international law, and midway through my M&A in European business law, I realized the legal profession wasn’t for me. So I dropped out and applied to a content marketing agency. Initially, I freelanced, writing in my native language, but soon I joined a software development company where I finally wrote in English. I managed all content-related tasks—from ideation to publishing—and even helped recruiters with cold messaging and pitching media with content ideas.

[00:02:51] Vlada: This was my first time going beyond writing and participating in content strategy.

[00:03:01] Vlada: I was really trying to approach all the content I created in a thoughtful, strategic way. I interviewed sales managers to learn more about our customers since I couldn’t talk to them directly. I also interviewed software engineers for various articles and talked to account managers.

[00:03:31] Andrew: So you’ve always had this entrepreneurial spirit?

[00:03:34] Vlada: Yes. That’s why I don’t really fit into full-time jobs or working for other people, because different strategies for success are required.

[00:03:48] Vlada: You have to do what managers want you to do, not what you think is the right thing. Maybe I just didn’t find my team and my manager yet.

[00:03:58] Andrew: And why did you choose to work for yourself instead of working in-house?

[00:04:03] Vlada: When I was laid off from my last full-time job, I managed to secure a few freelance gigs, so I could make a living. Even during my last month at that company, I was inspired by freelancers.

[00:04:23] Vlada: Freedom is a core value of mine, both in life and work.

[00:04:27] Vlada: Freelancing offers that freedom. I can be more creative, and my nonconformity value can be fully realized here too. Practically speaking, there’s no limit to earnings. In a full-time job, you have a salary, and maybe you get a raise once a year.

[00:04:52] Vlada: And if you’re…

[00:04:53] Andrew: Lucky.

[00:04:55] Vlada: Yes. But in freelancing, it can fluctuate. One day you’re wondering how to pay for your flat, and the next, you’re planning a trip to Italy because you’ve closed two more clients.

[00:05:11] Andrew: But at the same time, content marketing is very overcrowded. What strategies do you use to attract and retain clients? Anything that helps you stand apart from the competition?

[00:05:24] Vlada: Standing out is a big pain point for me, and I think for other freelance content marketers as well. I have two main differentiators. First, beyond producing quality content, I care about business impact. I position myself as a strategic writer who acts like a part of the team, not just someone on the side who completes tasks they’re given.

[00:06:01] Vlada: The second differentiator, which I’m refining step by step, is my AI skills. I want to speed up my processes with AI and automation tools, and I want to help content teams do the same. While I’m not an AI expert, I see the potential in managing these tools, creating prompts, and updating them when new models come out.

[00:06:42] Andrew: Yeah, this is something unique to hear from a content marketer. It’s great because many content marketers claim they don’t use AI, which doesn’t seem entirely accurate.

[00:06:58] Vlada: Yes, but I’ve already seen some agencies and consultants who specialize in this.

[00:07:05] Vlada: On one hand, it’s like, “Oh my God, there are already such solutions, how will I differentiate?” But then I think, if they’ve created their companies, there’s a need, and I can compete with them.

[00:07:20] Andrew: Let’s zoom in on how you handle working with clients. My first question is, how do you deal with situations where a client’s vision conflicts with your professional approach?

[00:07:36] Vlada: I don’t see much conflict. When I see room for improvement, I’ll suggest it. It’s up to them to implement it or not. It’s more about offering care and recommendations.

[00:07:49] Vlada: If they don’t agree, then it’s their responsibility if the content doesn’t perform well.

[00:07:55] Andrew: Of course, it’s the client’s responsibility, but on the other hand, you want the work to impact their business. Often, clients don’t understand the approaches content marketers suggest, and convincing them is a big part of the job.

[00:08:33] Vlada: Yes, getting buy-in is important. For example, if I have a client who’s a founder and doesn’t know much about content or marketing, I expect them to trust me as an expert. If they don’t, that’s a reason to say goodbye to the client. If it’s a stable enterprise with established marketing processes, I can’t just interrupt and say, “Now we’ll do it this way,” because I don’t have the right to, and even if I did, they wouldn’t do it.

[00:09:08] Vlada: My job is to make their lives easier, especially when working with project managers. They hire me to delegate tasks, and they want the work done according to their requirements without extra hassle.

[00:09:49] Andrew: Let’s talk a little about time management. Freelancers often juggle many tasks and clients. What’s your approach to time management?

[00:10:04] Vlada: I’m a morning person, so I try to do the hardest work in the morning. I block one to three hours per project to avoid wasting energy switching between tasks. My clients give me flexible deadlines.

[00:10:22] Vlada: Freelancers often struggle with deadlines, but I manage them by agreeing on delivery dates in advance, giving myself a one- or two-day buffer if needed.

[00:10:40] Andrew: How do you determine the value of your services? Any advice for people just starting as freelancers?

[00:10:47] Vlada: To make it realistic for clients, track the market by reading case studies and comparing prices. Some freelancers reveal their pricing on LinkedIn, and networking helps too. One big tip is to hire other writers and marketers yourself. This helps you understand what work is worth what price.

[00:11:20] Vlada: But don’t blindly follow others’ pricing models. I did this at first, reading advice from senior freelancers with 10 or 15 years of experience. Try their approach, but adjust to what works for you. I used to price my services by project, but now I work hourly with most clients. It’s more convenient for both of us.

[00:12:20] Andrew: As someone hiring freelancers, I know how long things take, but business founders unfamiliar with the industry might not. How do you handle that?

[00:13:02] Vlada: Not too often, but if I’m unsure, I estimate the time it will take and discuss it with the client. If I can’t give an exact estimate, we agree on a cap and reassess the budget after that.

[00:13:31] Andrew: I assume your personal brand is the main driver for attracting clients. We met through your LinkedIn. How important is your personal brand in bringing clients?

[00:13:57] Vlada: You should put yourself out there as much as you’re comfortable with. Some people are more introverted and find it hard to post on LinkedIn or network, but just find your way.

[00:14:26] Vlada: I focus on making it fun rather than stressing about writing the perfect content strategy post. This keeps me consistent and helps attract people who align with my personality and values.

[00:14:56] Andrew: What’s your comfortable way of promoting your personal brand? Any practical tips?

[00:15:04] Vlada: I’m quite extroverted, so I don’t mind networking events, but online networking is more comfortable for me. When I’m in a more introverted mode, I help people in online communities or reach out to authors whose content I’ve enjoyed.

[00:15:41] Vlada: When I’m feeling extroverted, I attend offline events, pitch myself, and participate in podcasts. I like being on camera, and while my English isn’t perfect, it’s good enough for speaking.

[00:16:18] Andrew: And as someone active in different networking events, both online and offline, what communities work for you in finding new clients?

[00:16:38] Vlada: Online communities are my best channel, particularly non-content and non-marketing ones where there’s little competition. For example, I’m involved in a local startup community here in Warsaw and the Women in Tech community.

[00:17:23] Vlada: These communities have my target audience, but finding the right ones, especially free ones, can be tough. Many are overrun with ads. I’ve tried Reddit, but it’s also competitive. I focus on answering questions and building relationships.

[00:18:27] Andrew: What’s your experience with platforms like Fiverr and Upwork?

[00:18:31] Vlada: I tried registering on Upwork, but the process was tough, and competition was fierce, especially with native speakers. I feel it’s not ideal for content writers, though designers seem to find work more easily.

[00:19:14] Vlada: Content writers are often undervalued compared to designers and developers. I’m lucky that most of my clients value my work and find my rates fair.

[00:19:55] Andrew: Do you think the undervaluation of content writers is due to the rise of AI? And to what extent do you use AI in your work?

[00:20:28] Vlada: Content marketers were undervalued even before AI, but AI has raised new concerns. I’m not afraid of it, though. If content marketers are replaced, so will sales managers, designers, and even developers. There will always be solutions for proactive, entrepreneurial people.

[00:21:53] Vlada: I’m actively learning AI tools like Claude and Perplexity to improve my work and help clients. Today, for example, I created an application in five minutes with Claude that checks if text contains specific keywords.

[00:24:13] Vlada: Perplexity is great for research tasks, like extracting audience insights from Reddit or finding reports and statistics from original sources. It’s a faster way to gather information compared to Google.

[00:25:19] Andrew: Where do you see the future of content marketing heading, and how are you preparing for these changes?

[00:25:26] Vlada: I’m learning AI and how to implement it. If AI continues to develop at this pace, I think we’ll end up managing AI bots and creating custom prompts. I’m helping companies keep up with new tools and optimize their content production.

[00:26:04] Vlada: Smaller teams should definitely embrace AI, while larger enterprises tend to be more rigid in implementing it.

[00:26:21] Andrew: We’ve had such a great conversation, but I have a few more questions. One of the last ones—what’s one piece of advice you’d give to someone just starting as a freelance content marketer?

[00:26:35] Vlada: My main advice is: don’t compare yourself to others. This applies not only to freelancers but to anyone building a career or project. It’s easy to feel inadequate when you see others’ success stories on social media, but remember, it’s just part of the story.

[00:27:15] Andrew: I fully relate. I always say the easiest way to feel miserable is to start comparing yourself to others.

[00:27:25] Vlada: I still struggle with this. Eighty percent of the week, I feel great and confident, but twenty percent of the time, I think, “Oh my God, I’ve been freelancing for over a year, and I’m still not making six figures.”

[00:27:47] Andrew: To wrap up, I have three quick questions I ask all my guests. First, what’s your favorite marketing tool and why?

[00:27:56] Vlada: Reddit, because it’s great for audience research, especially if your audience includes entrepreneurs, marketers, or software developers. It’s also a great place to pick up trends.

[00:28:38] Andrew: If you had a marketing superpower, which one would you choose?

[00:28:42] Vlada: For freelance and agency work, I’d choose to be an expert in any niche I work with. For example, I’m currently writing ads for a health tech tool, and I wish I had a deeper understanding of the target audience.

[00:29:16] Andrew: And finally, what are your go-to sources for marketing inspiration?

[00:29:22] Vlada: I would definitely mention Animals, Kalina Marketing Agency, and Maria Delana. I also follow a couple of entrepreneurs on Instagram and Telegram who share tools and insights relevant to content marketing. One guy, for example, creates useful Chrome extensions for SEO.

[00:30:00] Andrew: What’s his name?

[00:30:02] Vlada: His channel is called Startup Level, and the guy is Igor Steforak.

[00:30:07] Andrew: Thank you, Vlada, for this insightful conversation. I appreciate your energy and wish you the best of luck. Bye-bye!

[00:30:14] Andrew: Bye-bye!

[00:30:15] Vlada: Thank you very much.