Camplight

I’m part of the Partner Success team and my whole focus is getting our partners from 0 to 1.

But apart from that I’m co-creating a software cooperative that wants to evolve human collaboration while growing with 36% CAGR since 2012 🫶 

Partners vary from small startups to enterprise scale-ups. 

By collaborating on different camplight initiatives, I've gained expertise in the leadership of participatory, innovative, business-critical, and digital transformations, focusing on Fintech, Edutech, and Healthtech, among other industries.

I got the benefit of experiencing XXX k€/year budget responsibilities and multi-stakeholder collaborations.

I've participated in co-scaling camplight from 5 people to 21 and in most critical initiatives as a bootstrapped self-managing organization and community operating with X m€/year

Co-Owner & Venture Builder

VMware

R&D for new company product using VMware SDK 5.5, ReactJS (with flux), ImmutableJS, GulpJS, LESS  and BabelJS

Software Developer

Creating value with startup consulting, leadership, growth hacking, sales and helping to build open, transparent, decentralized, distributed lifestyle software company :)

Camplighter

Game Craft

Crafting game experiences :)

Entrepreneurship (interaction design, zero marketing, lead dev, sales dev, project management, team leader & everything in between and what's necessary O_o). 

Running my first democratic startup & pioneering with gamification consulting in the Balkan region :)

Craftsman

Melon, Inc.

Development of flash applications both on web and desktop platforms. Learning how to write my first production-grade code

Flash/Flex developer

XS Software

Main activities and responsibilities	

Balance, improve and optimize game tables for quality experience.
Write Game design documentation for future projects.
Interaction design of game mechanics.
Review existing games of rival companies.
Communicating with other team members on daily basis.
Design and integrate new features and mechanics.
Research new technologies available on the market.

Game Designer

>> I'm a fanatic about high-performing teams, not individuals.

What can I help you  with (through my Camplight & my fractional‑CTO practice)

> AI‑Powered Digital Transformation – From rapid GenAI prototypes to enterprise‑grade roll‑outs that move $1B bottom lines.

> Venture‑Building as a Service – Cross‑functional “camplight” squads that design, ship, and scale new products—fast.

> Fractional CTO Leadership – Strategic tech stewardship for startups and scale‑ups without the full‑time overhead.

> Mindful Team Coaching – Burnout‑proof operating systems and decision‑making models for boss‑less, high‑trust cultures.

How I Got Here (the short version)

I bootstrapped my first studio, building gamified products, then drove it into the ground through sheer hustle and zero alignment. The resulting burnout forced a hard reset: work had to become a path to enlightenment, not a treadmill.

That quest led me to cooperative ownership at Camplight, where we build tech the same way we live—collaboratively, transparently, and with skin in the game. I’ve since:

> Led multiple 7‑figure digital‑transformation programs in FinTech, EduTech & HealthTech.

> Embedded AI/ML solutions that quietly power nine‑digit revenues.

> Mentored dozens of product squads, turning chaotic sprints into enlightened shipping rituals.

Today I call myself a fractional CTO & digital shaman (IG: @the.digital.shaman)—equal parts architect, facilitator, and catalyst for change. 

If you’re ready to fuse technology with a more human way of working, let’s talk.

Vitaliy Filipov 🧘‍♂️

Marketing for B2B Tech and Deep Tech | Trainer & Speaker | Podcast Author and Host @ Мечка страх, мен не

I help content marketers become irreplaceable in the AI world by building their own “black box” of tools, workflows, strategy, and creative thinking that no ChatGPT-powered competitor can copy.

I work with marketers, teams, and leaders to make AI part of their content strategy and to make the strategy itself stronger.

LEARN WITH ME

www.aiforcontentmarketing.ai is the learning lab for marketers who plan to stay irreplaceable in the age of AI. Our mantra is that every article has at least one practical takeaway you can start applying immediately. 

AI for Content Marketing video course - a practical course for marketers who want to move from scattered AI experiments to a strategic, repeatable system that delivers results. 
Link: https://thegenaiacademy.com/courses/ai-for-content-marketing/

WORK WITH ME

AI-Powered Content Strategy
I’ll help you design AI-powered workflows that multiply your content output without losing your tone or strategy. Depending on your needs, we can also create the entire content strategy together, so you have a strong foundation before adding AI. From mapping the right tools to creating custom AI assistants, you’ll get systems your team will be confident using.

AI Training for Marketing Teams
Custom training that helps your team use AI with confidence, creativity, and control. Whether you’re looking for quick, measurable wins or a long-term capability boost, the training can be tailored to your specific use cases. We’ll go from tool selection to workflow design, turning AI confusion into practical skill sets your marketers can use to hit their goals.

Custom Marketing Advisory
Bring me your toughest challenge.
Whether it’s messaging for a complex tech product, rethinking your strategy, figuring out how AI fits into your workflows, creating custom AI assistants, or making your team’s work visible inside the company through smart internal marketing — I’m here to help. I’ve worked with marketing leaders and teams on high-stakes projects, the kind that make your boss notice.

Check out my website: https://inatoncheva.com/

SOME NUMBERS 

I know people love numbers, so here are some:
- 18 years of driving content strategies for tech companies, including Fortune 500 brands
- Trained 500+ professionals in content marketing and AI-powered content systems
- Helped clients increase organic traffic by 80%
- Pioneered AI-driven workflows to automate and scale content

Thank you and stay curious!
Ina

Ina Toncheva

After using ChatGPT intensely for three years, I switched to Claude for most of my projects. It just writes better.

Here are some of the most popular uses for marketers:

→ Writing with brand guidelines baked in
→ Integration with Meta, Google, LinkedIn ads (not yet available in all countries)
→ Research mode for competitor analysis
→ Claude Code for bulk link updates
→ Projects to keep campaign context in one place

Which one do you prefer?

Guide credit: Anthropic

AI for Content Marketing Advisor | Marketing for B2B Tech | Speaker | Podcast Host @ Мечка страх, мен не

A marketer's guide to Claude

До мен често достигат много хубави предложения за работа за маркетолози. Още нямам редовен бюлетин (засега 😄), така че хвърляйте по едно око на постовете ми.

Днес имам две обяви с личната ми, искрена препоръка:

🍒 Платен стаж за Content Creator – 2 Лета
2 Лета e български бутиков бранд за натурални ликьори, който започва от едно домашно събиране с приятелки и ликьор по рецепта на бъдещата свекърва.
Ако ви влече създаването на съдържание, бранд с характер и мисия – това е страхотна възможност.
Сайт: https://2leta.com/
Обява за стажа: https://lnkd.in/dHsQKEei

🚀 Senior Growth Marketer – Telerik Academy
Компанията няма нужда от представяне. Това, което обаче може би не знаете, е колко добър е екипът. Работя с тях от години и знам, че средата е на много високо ниво.
Antonia Bozhkova, маркетинг директорът на Академията, е човек, от когото се учи адски много. Горещо препоръчвам!
Обява за работа: https://lnkd.in/dA8QTxef

The quiet grief of becoming less competent. 
Not because you stopped learning. 
But because the skills you built your career on suddenly carry less weight. 

I've been feeling this lately. Watching my expertise in organic traffic depreciate in real-time while the industry shifts to citations, AI search, answer engineering. 

The hard part isn't learning new things. It's letting go of "I know what's most important"—the part that became my professional identity.

 In this month's newsletter, I wrote about this. 

And the two skills I'm betting on instead.

View newsletter: AI for Content Marketing

A founder I follow wrote something that stopped me cold: the hardest thing he did last year was letting go of people who'd been with the company for y

Open article: The quiet grief of becoming less competent
 by Ina Toncheva • 2 min read

The quiet grief of becoming less competent

A founder wrote that the hardest thing he did last year was letting go of people who had been with the company for years.
They weren’t underperforming.

The company was changing, and they couldn’t move with it.

This is the blind spot in most conversations about “AI transformation.”

The quiet grief of becoming less competent rarely gets named. When the skills, instincts, and status you built no longer carry the same weight.

Marketing won’t be spared from this.

Over the next year or two, many familiar practices will still look correct on the surface: keywords, rankings, organic traffic targets.

At the same time, search is reshaping itself into an answer layer. Visibility is the new revenue driver. Mentions are the new clicks. 

The work ahead asks for more than new skills and tactics.
It asks for a willingness to release “I know how this works” and make space for something less familiar.

Lily Grozeva mapped the shift from traditional SEO to AI visibility clearly here: https://lnkd.in/dbpwMNxv

Feeling discouraged by your LinkedIn reach? You might be doing better than you think.


Based on 50,000 posts analyzed in December 2025:

- an account with 1K-5K followers is getting 466 impressions on average per post.
- getting 1,112 impressions with that same following? You're doing strong.
- hitting 2,831? You're in the top tier.

We often stress because we are comparing ourselves to imaginary standards.

Save this benchmark. Compare your December numbers. And if you're anywhere near "typical" or above, give yourself some credit.

Check the full report here: https://lnkd.in/dy9_fuKF

Does your content repurposing strategy look like this?
One strong asset → resized for every platform.
Does it work?

It sounds efficient.
Especially now, with AI tools ready to do the resizing for us. 

In my experience, this approach mostly delivers mediocre results.

Here’s what actually makes a difference.

A content repurposing strategy that works does not begin with assets.
It begins with ideas and with an understanding that platforms are separate contexts in which those ideas need to be expressed differently to work.

Ideas are the source of truth.
Platforms are different environments with different consumption habits.

A blog post, a LinkedIn post, a video, and an email aren’t just different formats. They operate under different attention patterns.

Instagram tends to reward inspiration and emotion — fast, visual content, creator personality, behind-the-scenes moments.

LinkedIn favors clarity and perspective — professional insights, frameworks people can borrow, stories that teach something.

YouTube is built for depth — step-by-step systems, problem-specific solutions, long-form explanations, and story-driven learning.

The teams that get results don’t “repurpose assets.”
They translate ideas.

I’ve put this into a clear, platform-native content repurposing strategy, with real examples (including how Ahrefs does this exceptionally well) and a practical look at where AI tools actually help.

Full breakdown here: https://lnkd.in/dWafHUSa

Funny how AI can destroy our arguments without hurting our ego — humans, not so much.

Yesterday I wrote about the quiet grief of becoming less competent in the AI era.
One comment struck me. The argument was simple: old competence is obsolescence, and experience often means bad habits.

I’m not convinced.

What seems more true to me is that competence doesn’t disappear. What changes is the relationship we have to it. The skills that once earned trust, status, and security now need to be re-examined and, in some cases, let go of — even when they worked for a long time.

I suspect this framing is becoming popular because it’s cleaner than sitting with the loss of validation.

What do you think?

I hit #1 for "content repurposing tools" and landed in Google's AI Overview in just one month—on a brand new site with low domain authority.

Here's what actually worked (and what most people get wrong about repurposing):

The truth about "repurposing tools": most don't repurpose anything. They reformat. 

Real repurposing means adapting your message, angle, and structure for each platform—not just resizing content.

What AI search rewards:
✓ Deep, honest breakdowns (not surface-level listicles) 
✓ Clear explanations of what tools actually do vs. what they promise 
✓ Original insights from real experience 
✓ Structured content AI can extract and cite 
✓ Transparent author credibility

The content strategy that got me there:

I didn't write "10 Best Tools." I wrote what marketers need to know: which tools handle the mechanics (editing, formatting, transcription) and where human judgment still matters (message, angle, platform adaptation).

The technical foundation:
- Semantic HTML with proper heading structure
- Original analysis, not rehashed content
- Content that's easy to extract and cite
- Clear author bio with credentials
- Fast, mobile-optimized site

The lesson:
Domain authority still matters, but AI search prioritizes depth, structure, and genuine expertise over backlinks and age. If your content teaches something real and makes it easy for AI to extract, you can compete faster than you think.

Link to the article: https://lnkd.in/dx6Yf8Y2

Bookmark this surprisingly simple way to uncover real audience pain points — no surveys, no guessing.

I’m currently updating my AI for Content Marketing video course.

Because this space moves so fast, I didn’t want to rely on my assumptions or outdated feedback. So I validated them against what marketers are saying right now.

Here’s the exact workflow. You can copy it today.

1️⃣ Pick the voices your audience already follows
I chose LinkedIn voices marketers actively engage with.

2️⃣ Analyze posts + comments (not just content)
Using Atlas GPT with live LinkedIn access, I ran this prompt on each profile:

“Analyze [Name]’s posts and comments and synthesize marketers’ pain points in the AI space.”

I repeated this across multiple voices.

3️⃣ Synthesize perspectives
Finally, I asked the model to:

- Extract recurring themes
- Pull exact language marketers use

Why this works?
Most audience research misses the comments.
That’s where confusion, resistance, and real objections live.

Why Atlas GPT (and not a regular LLM)?
Most models can’t open LinkedIn or read comments in real time. Atlas GPT can because it combines live browsing with language analysis. (Gemini accessed some of this too, but not consistently.)

Is it safe?
You control whether logged-in browsing is enabled. If you opt out, it still works by scanning public posts and other web properties where those voices appear.

This has become one of my highest-leverage research habits lately, and it’s brought me peace of mind knowing I’m responding to what marketers are actually struggling with right now.

LinkedIn ranks as a top-3 GTM channel for B2B companies. Yet most companies see mediocre results from it, because they treat it as a distribution channel for webinars, product launches, event promotions, and occasional case studies.

Companies hire dedicated people for SEO, paid ads, and events. 

But LinkedIn gets managed by someone juggling four platforms while following a content calendar dictated by what marketing produces, not by what LinkedIn rewards.

The social media manager becomes a distributor by necessity. 

The solution:

Treat LinkedIn like creators do. 

Assign one person to own it for one quarter. 

Give them permission to ignore the corporate content calendar when it conflicts and focus on what actually works on the platform—conversational storytelling, clear positioning, content that invites engagement.

The objection:

"We can't afford a dedicated LinkedIn person."

You can't afford to keep investing effort in a top-3 channel and getting no results.

I wrote about why this happens and how to fix it: https://lnkd.in/dgdn-6j3

Are you an AI tools collector or a problem-solver?


The average knowledge worker has 7+ AI tools bookmarked. They've used 2 of them more than once.

This isn't a motivation problem. It's a method problem.

Here's the problem-first tool selection process to help avoid the trap.

Step 1: Name the friction 
Don't start with "what tool should I try?" 
Start with "what part of my work consistently frustrates me?" 
Be specific. 
"Writing takes too long" → "I spend 45 minutes staring at a blank page before I start writing."

Step 2: Quantify the cost 
How much time does this problem steal each week? How much does it cost in missed opportunities or quality?
If it's less than 2 hours a week, it's probably not your priority.

Step 3: Solution
Describe what "solved" looks like without naming a tool. 
"I need a way to generate a messy first draft in 10 minutes that I can then edit."
Now you have criteria. Now you can evaluate tools properly.

Step 4: Test with intent 
Give yourself 3 focused sessions with the tool. If it doesn't materially change that specific problem, move on. 
No guilt or FOMO.

The result? 
Instead of 12 tools you barely use, you have 3 tools you've mastered. 

Instead of scanning AI LinkedIn daily, you're scanning your own work for the next real problem to solve.

The goal is to let AI keep up with your actual needs, not to keep with AI.

taplio

The Battle

Vitaliy Filipov 🧘‍♂️

Ina Toncheva

Followers

Posts

Engagements

Likes

Performance ScoreIna Toncheva's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Vitaliy Filipov 🧘‍♂️

Ina Toncheva

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ina Toncheva's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreIna Toncheva's LinkedIn Performance