Irina Beriashvili, Content Marketing Course Lecturer, on Her Profession and Experience

Meet the lecturer

Irina has many years of experience in the field of content marketing. She initially started creating content for a very small business, which led her to the creative agency Redberry. At Redberry, she deepened her knowledge and acquired numerous skills that ultimately shaped her into a full-fledged content creator. After spending four years at Redberry, Irina took on the position of Digital Creative Director at the agency Leavingstone. Currently, she has been the co-founder of Eserti Content Studio for three years.

Creating "Eserti Studio" with Liana was probably one of the best and boldest decisions in my career because today, we do what we love the most—without any limitations.

Notable Projects

Irina believes that the most memorable projects are those that involved overcoming significant challenges and obstacles. One of the biggest peculiarities and paradoxes of this field is that the bigger the problem, the more interesting and creative the solutions become. For example, Irina recalls a brand that faced significant criticism on social media, which they managed to resolve by adopting a self-ironic tone. There was also a case where the main challenge was a very limited budget, so the entire agency dedicated a full day to shooting simple TikTok videos using mobile phones—ultimately achieving outstanding results.

The process of working on the summer campaign for Kampa was particularly interesting. According to Irina, the brief did not specify a particular problem, but during the process, they realized that all their ideas had already been executed before—there was nothing new or engaging to say. Every brand was already emphasizing how delicious the juice was, how refreshing it felt in summer, and how well it complemented the beach or summer vacations.

This realization pushed them to find a unique angle—one that hadn’t been explored before. Instead of targeting summer lovers who were enjoying their vacations, sipping juice in a picturesque setting, they decided to dedicate the campaign to those who had to work through the summer, struggled with the heat, and could only manage short getaways. This insight led to the campaign’s message: “Squeeze the most out of summer.”

The approach to any project is roughly this: identify the core problem and turn it into the main source of inspiration.

Profession – Content Manager/Creator

Content marketing can be approached from various perspectives. Anyone who considers themselves a content creator might describe this profession differently, depending on whether they work on the brand side, in a creative agency, create content for their small business, or are a self-employed content creator, such as an influencer.

For Irina, content marketing encompasses several key aspects: understanding the brand’s tone of voice and character, gaining insight into the brand’s audience, and observing their behavior. By combining these elements, the goal is to find engaging ways to create content that is relevant, visually appealing, and memorable.

Of course, there are brands that do not have a presence on social media. Their reputation spreads through word of mouth, and by minimizing marketing expenses, they focus on offering more innovative and refined products to their customers. However, such companies are exceptions, and only a handful of brands can justify this strategy as truly effective.

Utilizing social media channels is fundamental for brands because it is essential for them to be present in the same space as their customers. The right content not only helps a company attract new customers but also builds long-term trust with its existing audience.

Essential Skills and Career Path in Content Marketing

All of Irina’s favorite creators started their careers with nothing more than interesting ideas, a willingness to execute them, and a commitment to sharing their work on social media. Success may not have come instantly, but through consistency and a unique perspective, many of them now receive commissions from major brands like Nike and Hermès. The most fascinating part is that big brands actively seek out these creators—not for standard, trendy content, but for the niche, distinctive styles that these content creators develop.

Throughout their career, a content creator develops numerous valuable skills and gains extensive knowledge. However, to begin, **all it takes is one compelling idea and a mobile phone**—the rest will follow with time and experience.

As Irina mentioned, content encompasses various directions and formats. You might start creating engaging content on your own platform, sharing specific knowledge or experiences, or even aiming to become an influencer. You could work at an agency, where more and more brands are shifting their focus from large campaigns to managing TikTok channels. Or perhaps you run a small business and, as its creator, have the best understanding of what’s ideal for your brand—but simply lack the technical skills to bring your vision to life.

When it comes to content marketing, Irina finds it most fascinating that inspiration can come from anywhere. Since she often captures photos and videos, she draws inspiration from films and photography. However, great content isn’t just about aesthetic visuals—as with everything else, the core message is what truly matters.

Inspiration often arises from observing oneself and the people around them, noticing small insights that spark creative ideas. As for a more practical approach, Irina primarily explores content on TikTok, Instagram, and Pinterest, where she discovers engaging material and saves references for future projects.

In most cases, social media naturally pushes us to follow trends and replicate content that is currently popular. As a result, **individuality often gets lost in the process**. Given the nature of the industry, keeping up with trends is undoubtedly important. However, in the vast sea of content we consume daily, the ones that truly stand out and remain memorable are those that are **unique, creative, and distinct in some way**.

Content Marketing: About the Course

Now, a few words about the Content Marketing Course. According to Irina, this program serves as a shortcut to a content creator’s career path. The most important aspect is hands-on practice and applying knowledge in real-world scenarios—developing creative problem-solving skills that are essential for success. Throughout the course, students will enhance their key abilities, explore inspiring materials, and cultivate their unique perspective in content creation.

Through this course, students gain a wealth of inspiration all at once, access a well-organized library of essential resources, and acquire a solid theoretical foundation. This structured approach significantly expands career opportunities at any stage of professional development.

In the Content Marketing Course, the most important aspect is balance—the balance between theoretical knowledge and practical application, as well as between gaining inspiration and developing technical skills. Ideally, throughout the program, students will recognize this balance and continue their work in marketing or other fields with new knowledge and fresh inspiration.

So, if you’re looking for a new, exciting, and inspiring journey, the Content Marketing Course is perfect for you. Check out the program syllabus and join Commschool today!