Meet The Clouders – Tracking Success

Welcome to our ‘Meet The Clouders’ series. Today, we’ll be talking to Zuzanna Makowska, who is 10Clouds’ Content Manager. Zuzanna joined 10Clouds in early 2024, and is responsible for showcasing the work of our teams for the vast range of international clients that we serve. In her life outside of work, she’s also the proud owner of Lulu, a Lagotto Romagnolo, who is a pro at tracking competitions.

Welcome, Zuzanna.

What are the most exciting aspects of your role at 10Clouds?

One of the best things about my job at 10Clouds is how marketing connects me with so many different teams. I get to work with sales, design, tech, and our founders, so I’m always learning something new. Each team has its own way of thinking, and that variety keeps things interesting.

What really sets 10Clouds apart, though, is how open and collaborative everyone is. Marketing here isn’t a solo effort—it's a team sport. I can always bounce ideas off of experts, get real insights about our clients and the tech we’re working on, and that makes my work feel so much more grounded. I’m not just stuck behind a screen guessing or Googling for answers—I get them straight from the source, often with bonus details I didn’t even know I needed!

The best part? Seeing how everything comes together. I’ll talk to a business developer about what a client is aiming for, then work with the engineering manager and designers who bring that vision to life. It’s amazing to see the big picture, but also all the little details that make our projects a success.

How did your career in content begin?

It’s kind of a funny story! I’ve always been into writing—ever since I can remember. Back in primary school, I wrote poems and kept a journal. But the real turning point for me was Harry Potter. I was obsessed as a kid, and my love for the characters and the magical world led me to fanfiction. At 11, I started writing and publishing my own stories online and even translated some from English to Polish (with the authors’ permission, of course!).As I got older, fanfiction wasn’t enough anymore, so I moved on to my own stories.

What really shaped my understanding of content, though, were the different roles I took on over the years. I’ve been a content creator, account manager, business developer, and head of marketing, and each one taught me something new.

As an account manager, I learned how to work closely with clients and understand their needs, which helped me shape content strategies that really hit the mark. In business development, I got into data—analyzing it, finding patterns, and coming up with solutions. I do the same now with content, whether it’s checking performance or making sure we’re reaching the right audience. And as head of marketing, I saw the big picture. I had to manage every aspect of marketing, which helped me understand exactly how content fits into the overall strategy.

Content creation just felt like a natural fit for me. And copywriting? That was a whole new challenge, and I loved diving into it. I learned the ropes while working at an American corporation, then a startup, then a Polish software company. Now, at 10Clouds, I’m still discovering new sides to the craft.

As an English philology grad, language has always been my thing, and I’m just as fascinated by the power of words today as I was when I first started.

How do you think the world of content marketing has changed with the advent of AI?

AI has definitely changed the game in content marketing, and in a good way. One of the biggest shifts is how much faster and more efficient we can be now. AI tools take care of a lot of the repetitive, time-consuming tasks—like research, idea generation, or even drafting content—which gives us more room to focus on creativity and strategy. It’s like having an extra set of hands to handle the basics.

For example, when I’m working on SEO landing pages, AI is super helpful. It helps me place the right keywords and structure everything for optimization, but I always go back and tweak the text to make sure it still speaks to the reader. AI gets the job done, but the final touch is mine, making sure it’s still valuable and engaging.

That said, I don’t see AI replacing human creativity anytime soon. It’s great for handling the groundwork, but content still needs that emotional connection, the storytelling, the nuance. That’s where we come in. What’s exciting is how we can blend both worlds—using AI for data and optimization while we focus on creating content that truly resonates with people.

So, yes, AI has made content marketing more efficient, but it’s still up to us to ensure the content feels real and meaningful.

We know that you’re a proud dog mum and passionate about dog tracking. Tell us a bit more about what this involves.

Oh, absolutely! Lulu and I have such a strong connection. We train in nosework, which is a dog sport where she sniffs out scents like cinnamon, cloves, or oranges. It’s designed to mimic what detection dogs do, and when Lulu finds the scent, she signals to me, and I report it to the judge. It’s all about teamwork—if she needs help, I guide her to areas she hasn’t checked yet, and together we get the job done.

It actually reminds me a lot of content creation. At 10Clouds, we specialize in areas like EdTech, FinTech, Blockchain, and AI. I rely on experts in each of these fields to guide me, sharing insights about the clients, market trends, and their deep knowledge. That way, I can create content that hits the target—just like Lulu finds the cinnamon, I find the perfect blend of insights, tips, the right offering, and language for our audience.

The big difference, though? Lulu gets way more snacks during her work than I allow myself at mine!

But just like nosework, content marketing takes practice and focus, and it's so rewarding. Lulu loves it, and seeing her search with so much excitement makes me happy. For me, content marketing is just as exciting. I get to explore industries like education, finance, and AI, which are completely outside my academic background but endlessly fascinating. It keeps me curious and always learning.

When it comes to dog tracking, practice makes perfect. What advice would you give to anyone looking to get started?

I’d say the best thing you can do is join a course with an experienced trainer. They’ll be able to spot what’s slowing down your progress, which can be hard to notice on your own. Plus, they’ll teach you how to read your dog’s body language—every dog is different in how they signal when they find a scent, so learning to understand your dog is key.

Another tip is to record your training sessions. It helps you spot those little changes in your dog’s behavior when they’re close to the scent. It’s amazing what you notice when you watch it back.

And don’t skip the basics! Once you get more advanced, it’s tempting to jump right into the exciting stuff, but going back to basics—like perfecting signals or building motivation—makes a big difference in the long run.

Lastly, remember to have fun with it! Competitions are great, but if you treat them as a chance to enjoy time with your dog rather than a source of pressure, the whole experience becomes so much better. It’s all about enjoying the process!

And finally, what advice would you give to any aspiring content marketers?

My advice? Start by learning the difference between writing and copywriting. Copywriting has a specific goal—it's not about being super creative or using fancy language. It's about getting the message across clearly and evoking the right emotions in the reader.

Also, always stay curious and open to new platforms, methods, and formats. Don’t be afraid of new trends like marketing automation or AI. They’re tools to help you, not replace you. Embrace them and figure out how to use them to your advantage.

And most importantly, stay curious—about data, people, their perspectives, and what makes them tick. Understanding how people think and feel is what makes great content really connect. Keep learning, stay flexible, and never lose that curiosity!

Thank you Zuzanna.

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