How to build an expert brand in B2B without burning out: the Maja Gojtowska case study
In a marketing world where we often face pressure for quick profits and short-term campaigns, there are creators who consistently prove that the road to success leads through value, authenticity and long-term relationships. Maja Gojtowska, considered one of the top creators on LinkedIn, is a great example of how to build influence and real sales without "selling" by force. Her approach offers valuable tips for freelancers and for brands that want to succeed in content marketing. Let's look at Maja's key lessons.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
Content as a way to show knowledge, not to sell aggressively
Maja Gojtowska's fundamental principle is: "I can't stand selling. I really hate persuading someone to buy my service." Her journey into content marketing began in 2017 with a blog, which she started as a place to show that she had expertise in HR. She believed clients would find her if she proved her expertise, and she was right: "Content marketing really can sell." It is an important lesson: instead of pushing for sales, focus on educating and sharing knowledge, and sales will follow naturally.
Answer clients' questions before they ask them
How has Maja Gojtowska approached content creation all these years? "I always started from the questions my clients ask me, the ones they might ask me and the ones they should ask me - the questions that are in my target group's heads." This is absolutely the best way to think about content: don't think about what you want to say, think about what questions your potential clients have and simply answer them. Recurring questions from training sessions and webinars become the basis for new content.
Consistency and long-term thinking in B2B
Maja's blog has been "alive" since 2017 and new content still appears on it, which shows the author's "titanium perseverance". Maja Gojtowska stresses that content marketing, especially in B2B, is a marathon:
- One-off activities make no sense in B2B: the decision-making process is very long, and a post can convert even many months later.
- Long-term collaboration: Maja always encourages clients to look at collaboration from a broader, longer perspective and to plan activities well in advance. One post does not guarantee success.
- Perseverance in creating: Maja admits she only eased off her consistency in creating content after six years of "titanic work".
Don't build your house on someone else's land: the role of the newsletter
Maja Gojtowska strongly stresses that "no creator should rely on an external platform" (such as LinkedIn), which can disappear overnight or change its algorithms, affecting reach. That is why her newsletter is such an important "business leg" for her, giving her independence, control over her audience and the ability to target.
Freedom and trust when working with brands
For Maja, the most important things in a successful collaboration with a brand are autonomy and freedom, a situation where the brand says: "Maja, write it your way." She values clients who trust her to shape the message, and estimates that around 20-30% of brands take this approach.
The downsides and realities of being a creator
Despite her success, Maja speaks openly about the challenges: the loneliness of freelancing, creative slumps, uncertain and irregular work, influence as a result rather than a goal, challenges with reach (over 5 million views in the last 12 months, around 400,000 a month on average), as well as hate and being in the public eye.
Summary
Maja Gojtowska's strategy is a coherent combination of expertise, empathy and consistency. Her success is no accident, but the result of consciously building trust by sharing knowledge, listening to her audience and acting consistently, even in the face of challenges. It is a reminder that real influence and sales are built with patience, authenticity and by putting the client's value first.
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