How Kalyna Marketing Uses Relato to Organize Content Workflows for Clients

As the founder of Kalyna Marketing, Mariya Delano faced a familiar problem: the internal workflows didn’t reflect the team’s operational expertise.

Kalyna is a B2B marketing agency that specializes in content and marketing operations. When companies need to clean up messy content ops, Kalyna gets the call.

But internally, the team couldn’t find a tool that clicked for their own process.

“It was frustrating,” Mariya admits. “We specialize in content operations, and we couldn’t find a technical solution that actually worked for us.”

Too many tools, not enough structure

The ops frustration wasn’t for lack of trying. The Kalyna team tested them all: Airtable, Notion, and ClickUp. Mariya even hired an expert to try to make Notion work specifically for content operations. That sprawl is the classic Frankenstack that traps content teams, where every tool solves one problem and creates two more.

Nothing worked.

The fallback? Google Docs. Every draft started with a wall of tables to track statuses and comments, a system Mariya described as “a terrible solution.” It worked, but barely.

Then came the breaking point: a high-stakes project with overlapping deadlines, dozens of assets, and more than ten contributors per post, including internal experts, external writers, designers, PMs, and SEO leads.

“We were burning hours just tracking down the right files,” Mariya said. “And we still ended up with edits in the wrong version sometimes.” That kind of drag is the hidden cost of content friction: the work is fine, but the coordination around it quietly eats the week.

Something had to change.

Testing Relato and getting the team on board

As a self-described software junkie, Mariya had already heard about Relato. But this time, the need was real. The team was stretched, and past tools had only created more friction: complicated layouts, disruptive pop-ups, clunky workflows.

“I had to reassure the team that this wouldn’t disrupt how they write or create,” Mariya said. “Relato wasn’t about reinventing our process — it was about smoothing the pipeline.”

After testing the platform herself, Mariya got a walkthrough from David, Relato’s founder. He personally onboarded Kalyna’s project manager and helped tailor the setup to fit their process.

Once Kalyna signed on, the rollout moved fast.

Soon, the whole team was sold.

“I was originally planning to move only new projects into Relato to ease the transition,” Mariya said. “But people kept asking, ‘Why isn’t this in Relato?’ So we ended up moving everything over!”

With David’s lightning-fast support (so fast the team jokes he never sleeps), they quickly customized their workflows.

“David is amazing to the point that my project manager, Jen, and I have a joke at this point about how David doesn’t sleep and is somehow always responding to our questions. We are to this day trying to figure out how he does that.”

An unexpected bonus: clarity

The migration solved their workflow issues and gave the team a chance to reset.

They used the moment to clarify their process: when SEO should weigh in, how design and publishing align, and where to loop in stakeholders.

“Implementing Relato ended up being a gift,” Mariya said. “It pushed us to define our process clearly, and now everything runs much smoother.”

What started as a small experiment quickly became the new standard.

How agencies organize content workflows across multiple clients

For an agency, the hard part is running ten clients at once without the process for one bleeding into the next. Any single client is easy by comparison. Kalyna’s answer was to give every client its own project inside one shared workspace, so the structure repeats but the work stays separate.

A few things made that work in practice:

• One project per client. Each client’s briefs, drafts, and approvals live in a single project, so nobody digs through Slack or email to find the current version.
• Named stages instead of status columns. Every deliverable moves through the same stages, so a writer, an SEO lead, and a designer all read the same signal without a status meeting.
• Roles that match the real team. Internal experts, external writers, designers, PMs, and SEO leads each see where they fit, which is what let Kalyna run more than ten contributors on a single post without losing track of who had the final word.
• A process you can reuse. Once the first client was set up, spinning up the next one meant copying a structure the team already trusted, not rebuilding it from scratch.

Running every client through one repeatable structure is how a shared workspace becomes a single source of truth for content, instead of a folder nobody trusts. The payoff shows up in where the team’s attention goes. When the tool mirrors how the work actually happens, people stop fiddling with the tool and start working on the content.

Content ops that finally fit the way the team works

Today, Kalyna runs all of its content through Relato. Each project is organized by client. Everyone knows who’s doing what, what stage each deliverable is in, and what’s next. It is the same shift a B2C team made when Walks and Devour Tours organized 2,000+ content assets across brands, channels, and freelancers.

The result?

“People are now able to be more self-directed,” Mariya said. “We’re having conversations about the things we should be talking about — the content itself and its marketing goals — rather than ‘how do we make this thing work?’”

Her advice for teams considering a better workflow tool:

“How often do you find yourself tweaking your project management tool just to reflect what’s actually happening? Or explaining to someone, ‘I know it says this, but here’s what’s really going on’?”

If that sounds familiar, it might be time to give Relato a try. Sign up for free and start building workflows that actually work.

Frequently asked questions about organizing agency content workflows

How do agencies organize content workflows for multiple clients?

Give each client its own project inside one shared workspace, then run every project through the same stages and roles. The structure repeats so onboarding is fast, but each client’s briefs, drafts, and approvals stay separate. Kalyna Marketing organizes all of its content this way, one project per client, so the whole team can see what stage each deliverable is in.

What tools did Kalyna Marketing try before Relato?

Kalyna tested Airtable, Notion, and ClickUp, and even hired an expert to tailor Notion for content operations. None fit, so the team fell back on Google Docs with manual status tables before moving to Relato.

Why did Kalyna move all of its content into one tool?

The plan was to migrate only new projects, but the team kept asking why older work was not in Relato too. Once the shared workflow proved it would not disrupt how writers create, moving everything over was the obvious call.

How does a single workflow help a stretched content team?

It removes the overhead of tracking work across scattered tools. Instead of hunting for the right file or reconciling versions, the team spends its time on the content itself and its marketing goals.