Filiz: Building a human-centred career abroad through authentic storytelling and organic growth
Summary:
Moving countries changes you. Building a career in a second language changes you even more.
In this interview, Filiz Taylan Yuzak, founder of Vibrant Content, shares what it really takes to build a sustainable career abroad, with a focus on authentic, human-centred storytelling and organic growth, at a time when shortcuts, automation, and AI-generated content are everywhere.
From starting over in London, to working for the Turkish Embassy and later YouTube Music, and eventually launching her own brand.
In this conversation, we talk about building a career abroad, adapting, and authenticity. Because maybe human connection remains the most powerful marketing tool we have.
1. Your journey brought you from Istanbul to London, navigating a new language, a new culture, and a new way of working. What part of that story feels the most defining for the person and professional you’ve become today?
After I completed my postgraduate studies in Coventry, I moved to London in January 2009. It was cold, grey and gloomy. I was 27, started to house share for the first time in my life and didn’t have any friends in London. I was looking for a job in the middle of a recession when lots of people were being made redundant. I stayed in London for 12 years until 2021, and became a Londoner. I started to love London only after 3 years of moving there, and friends played a big role in this.
When I look back, I can clearly see how far I came in terms of resilience, practical intelligence, perseverance, and confidence. I learnt to adapt, listen more, be more understanding and less judgemental. I started to own my mistakes and be responsible for my actions (hello adulthood!).
After moving to London, I realised that people leave the office on time, very rarely do overtime, and if they do, they have time off in lieu or get paid for it. They work for shorter hours, but still get their job done. They can enjoy their workday evenings freely and have more time for fun, exercise, and self-care in their life. They also have 5 weeks of annual leave. What a joy, I thought. And started to copy them!
2. You’ve built “Vibrant Content” around authenticity and human-centred storytelling. What does “authentic content” mean to you in practice?
Yes, I am fully committed to authentic content and organic growth. What I mean by authentic content is content created by humans (not generated by AI) that can genuinely connect with audiences. I write all the content myself for the organisations that I work with and personalise it for them. My authentic content nurtures their existing audiences while starting a relationship with the new ones. This real audience interaction brings them customer trust and organic growth.
3. You focus on organic growth at a time when many people jump straight into shortcuts and AI. What have you learned about building trust and community the human way?
AI really facilitates life and gives your time back, when it comes to admin tasks and automation. But it can never replace human creativity. A well-written, thoughtful, human-created piece of content is still unrivalled when it comes to audience engagement and organic growth, even if many people prefer to generate content with AI these days. I am a content writer, so I naturally look at content creation as a way to build a genuine, warm, human relationship with an audience. To me, this is not something that should be done for the sake of just ticking it off the list.
Human connection is the building stone for starting a community that grows organically by word of mouth and member referrals. I prefer to have a smaller but engaged and loyal community. Quality over quantity wins for me. Organic growth is a long-term and stable boost, to not only social media profiles, but also to businesses as a whole, in the form of new leads and opportunities.
I also believe that too much reliance on AI may make people lazy, and take away the human ability for critical thinking, research, and writing.
4. From your perspective, what kind of content or campaigns resonate with audiences right now, and why?
Unfortunately our attention spans are shortened, our focus is frequently interrupted by notifications, multitasking, and the fast pace of modern life. It can feel difficult to prefer reading when watching is readily available, on so many platforms and 7/24. So personal, short, and video content resonates with audiences nowadays, even on LinkedIn, which is a business platform at heart.
Most people nowadays prioritise social proof. Customer trust is often built with client testimonials, certifications, and accreditations, sometimes partnerships with respected brands. Customers also relate when brands show their genuine commitment to their values and causes they support. Sustainability and inclusion are popular among these.
5. Many professionals who build a career abroad face moments of doubt about belonging, language, confidence, credibility. What helped you stay grounded and keep going when things felt uncertain?
I came to the UK from Istanbul with my husband. He has always been my rock when things felt uncertain. When I lived in London, I also embraced my Turkish colleagues and friends in the face of challenges to keep going. It felt a bit difficult to become friends with native people. Why would they make any effort to make new friends, when they have so many already?
I can honestly say that my feelings of belonging and confidence increased when I moved from London to Winchester (a smaller, less diverse city) four years ago. I have had more opportunities to interact with local people in Winchester and became friends with some of them. To volunteer locally and attend so many networking events in town helped a lot too. I now know so many people living here! After 4 years in Winchester, it is kind of common for me to bump into someone I know in the high street, and I love that feeling now that I am in my early 40s!
I can also argue that people living in smaller cities are generally warmer, more approachable, and friendly than big city people. Distances are long and people are busier in a big city. So it can feel tricky to meet up even for coffee.
6. What is one thing you do that makes your work “less boring”?
I love my work, because marketing combines my skills in different fields: writing, creativity, communication, understanding of human behaviour. So I don’t find it boring.
To be a generalist also makes my work “less boring”. As the founder of Vibrant Content, I offer different services still complementing each other for a holistic marketing approach. People can buy some or all of my services. Not every client wants the same service, and I like to cater to different clients. I am a creative, so I am always full of new ideas. After listening to my clients, potential clients, and mentees carefully, I tailor my solutions to their unique needs. I also learn from them. So no two days are the same!
7. What is the best piece of advice you’ve ever received?
“Why don’t you start your own consultancy business?” from a coach, which made me think, “There is nothing to lose. There is no harm in trying”.
What we’ve learned
From this conversation, a few things to keep with you:
- Authentic content still wins. Human-written, thoughtful content builds trust in ways AI never will.
- Organic growth is a long game. Smaller, engaged communities create stronger relationships and more sustainable opportunities.
- Confidence grows through belonging. Community, connection, and feeling seen matter as much as skills or titles.
- Human connection is the foundation of meaningful work, leadership, and marketing.
Filiz was the first person I interviewed for this project, and she is exactly as she comes across here: warm and thoughtful. In a world that moves fast and automates everything, choosing to stay human is a strategy.
Another interview is already in the making. Stay tuned.
