Expert to Know: Viktoriia Bezsmolna
What’s your backstory — how did you end up starting (or joining) an agency?
When I was on maternity leave, a former colleague of mine asked if I would write an article a month for the company where she was Head of Marketing. That soon turned into 2-3 articles. Then similar requests started pouring in. Before long, I couldn’t keep up, so I brought in other writers to help. That’s how Raccoon Writing, my content writing agency, came to life.
What’s a belief you’ve changed your mind about in the last 3 years?
At the start of my agency, I was determined to help every client, no matter what. It took me years to realize that you can't help anyone when you're burned out. So now I put my mental health first.
What do you do to recharge outside of work?
Cross-stitching is my version of meditation. Give me something fiddly that doesn’t require too much brainpower, and I’m at peace.
What’s your definition of “success” right now?
Industry recognition is rewarding, but for me, success means doing work that matters, being someone clients can count on, and still having time to be present at home.
What makes your agency different from others in your space?
We’re a team of quality-obsessed Type A content writing professionals who are surprisingly easy to work with.
What type of clients or projects are a 'no' for you?
We don’t work with clients who don't respect us. We bring expertise to the table and expect to be treated as partners, not just a pair of hands to silently execute tasks.
How do you hire? What do you look for in people?
Beyond the obvious (excellent writing skills and a solid grasp of the software development niche), we look for people with strong analytical thinking and plain old common sense. Those two traits are harder to teach but essential for good content.
What’s something you’d do differently if you were starting from scratch?
If I were starting from scratch, I’d make two big changes. First, I wouldn’t put myself so far down the priorities list. Second, I’d build a proper marketing strategy early on, even if referrals were coming in. Word-of-mouth is great, but it’s not a plan.
Remote, hybrid, or in-office — what’s your ideal setup and why?
We don’t have an office — our team is fully distributed across the world. Some days, I love the flexibility. Other days, I wouldn’t mind going into an office. In an ideal world, I’d meet my coworkers in a coworking space.
What is your most controversial or unpopular belief?
Decision-makers are also human. Behind every C-level title is a person who appreciates clarity and responds to content that feels real. That doesn’t mean being casual for the sake of it, but it does mean writing like a person who understands the problem, not a robot reciting buzzwords.
