Employee profile - Aurélie Chevanelle-Couture, Content Producer

October 25, 2023
Entretien – Aurélie Chevanelle-Couture

Who writes the newsletters for our clients and the articles on their websites? Who works with designers and strategists to build the structure of a page or the plan for a podcast? The content production team! Aurélie Chevanelle-Couture, who has been part of it since 2020, tells us about her work.

In a few words, how would you describe your position and your daily routine?

Content production is one of the cornerstones of digital design - and, as such, a truly versatile role.

Of course, writing occupies a good part of my days. My schedule is divided between recurring tasks (for example, writing weekly newsletters) and one-time assignments for different clients: creating or updating pages, producing articles, developing taglines for banners, etc.

But I cover a broader range! I can create editorial calendars, participate in the production of writing guides or brand guidelines, translate or have certain texts translated, contribute to content strategy development or UX and UI design, etc.

According to you, what are the skills and qualities that a person must demonstrate to occupy a position like yours?

In the category of skills:

  • Excellent command of the French language, combined with a good knowledge of reference tools (including artificial intelligence programs) and principles of inclusive writing.
  • Attention to detail. Every sentence, every word, every comma must be in the right place and well-used.
  • The ability to quickly adopt the tone and vocabulary of a brand, whether in long texts or short taglines.
  • Ease in oral communication and constructing a logical discourse - essential for client presentations and justifying certain editorial choices!

(Regarding creativity, I'm not sure where to place it... is it a skill? In any case, it is important!)

In the category of qualities:

  • Good listening skills. Content production requires collaboration with various stakeholders, both internally and with clients. Each individual has needs and knowledge that must be taken into account to produce quality content.
  • Humility. Feedback from clients and peers is an integral part of content work. Whether positive or constructive, one must know how to receive them diplomatically and be willing to go back to the drawing board if needed.
  • Patience and perseverance. It may be necessary to produce several versions of the same text or propose multiple taglines for the same banner before achieving a result that satisfies everyone.

What have you learned during your years at Tink?

What have I NOT learned during my years at Tink? I joined the agency a few years after a career change (I studied literature and taught at CEGEP in another life). I had some foundation in content production and management, but I relied a lot on instinct. At Tink, I received the tools to systematically develop each aspect of my practice, to better understand what makes digital content effective - in short, to know what I'm doing!

What do you like about Tink, and what makes you stay?

The team dynamics, without a doubt. I work with competent and genuinely caring individuals, and I have a manager who cares about each one of them 1000%. It's an environment where I can see myself building a career and where I aspire to be challenged daily for a long time to come.

What is your proudest professional achievement?

Earning the trust of my colleagues, most of whom have been working in their respective fields much longer than I have. I struggled to overcome imposter syndrome, given my lack of formal training in communications, marketing, professional writing, or the web. Knowing that I am considered a reliable teammate is reassuring!

How would you describe the working atmosphere at Tink?

Everyone is focused on their work, and everyone is kind. I joined Tink at the end of 2020, in remote work mode, and it's one of the professional environments where I found it easiest to integrate. If I have a question or encounter a challenge, I know someone is just a Teams message away. And it's always nice to see my colleagues in person for a drink!

For you, working at Tink means having the opportunity to...?

Learn every day: learning from colleagues who are experts in their fields, learning more about clients' areas of activity... and about myself! What are my strengths? What should I work on to improve my practice? Tink is an environment filled with highly efficient people who inspire me to be "on top of my game" at all times.

What advice would you give to future employees in your field?

I would give five pieces of advice:

  1. Keep your curiosity. It's essential for delving deep into a subject and not becoming jaded!
  2. Always find the extra question to ask about your clients and their way of expressing themselves. Whether your text counts 50 or 500 words, it will show that reflection.
  3. If inspiration doesn't come, don't force it. Do something else. You never know where an idea might come from.
  4. Become experts in artificial intelligence. Knowing the possibilities and limitations of your tools is important!
  5. Never doubt your relevance as humans who write.