There is more content than ever and most of it gets scrolled past. AI made it cheap to produce, which means the bar for getting read went up, not down. Maya Doron, Growth Marketing Manager at Wiz, has spent the last few years building B2B content that people stop for, and most of her playbook comes down to one thing. Sound like a person. Here are seven things she does that you can borrow.
AI-generated content is everywhere now, and audiences spot the manufactured stuff fast. Real stories, real experiences, and a conversational tone do the heavy lifting. At Wiz, Maya leans on personal anecdotes and behind-the-scenes moments that make a post feel like it came from someone, not something. The trap is over-polishing until the personality is sanded off. A little rough usually beats a lot of slick.
Audience size is a number. Interaction is a relationship. Respond to comments, ask for opinions, and give people something to argue with. Maya points out that the comments section often outperforms the original post, which tells you where the real value lives. Post and walk away and you leave most of the engagement on the table.
Plenty of marketers chase the viral hit. It rarely arrives on schedule and it builds nothing durable when it does. A steady stream of useful content does more for the relationship than one lucky spike. Build a calendar that matches your brand’s voice and stick to it. Maya’s advice is to start with a number of posts you can actually sustain and add more as you find your rhythm, rather than burning out by week three.
Cybersecurity, fintech, infrastructure, none of it has to be dour. A bit of humor is a relief in a feed full of self-serious thought leadership. Wiz runs with this, including t-shirts printed with cheeky definitions of cloud acronyms. Taking your category too seriously is a faster way to lose people than most marketers think.
You get a few seconds before someone decides to keep reading or move on, so the first line has to earn the second. A pointed question or a stat that goes against the grain works better than a warm-up paragraph. Maya likes openers that challenge what people assume they already know. A weak hook means it almost does not matter how good the rest is, because fewer people get there.
People retain visuals better than blocks of text, and they share them more readily too. Infographics, short videos, and photos from real moments give a post somewhere for the eye to land. Footage from an event or a quick clip can carry a point that a paragraph would only describe. Text-only content tends to read as flat, even when the thinking behind it is sharp.
Metrics are only useful if they tell you something true. Likes and impressions feel good and explain very little. Comments, shares, and the kind of people interacting tell you whether the content is landing with the right audience. Maya tracks whether her ideal customer profile is showing up in the engagement, not just whether the numbers are big. Big numbers from the wrong crowd will steer you straight into more content nobody who buys from you cares about.
None of this is complicated. It is just harder than publishing whatever the model handed back. Maya gets into all of it, with examples, on her episode of The Inspired Marketer.
Listen to the full conversation with Maya Doron
How can I make my B2B content more engaging?
Sound human, talk with your audience instead of at them, and use real stories rather than polished filler. The goal is content someone would actually choose to read.
What role does humor play in B2B marketing?
Humor makes a serious category feel approachable and a brand feel like it is run by people. Used well, it earns attention that a straight-faced post would not.
How often should I post content?
Start with a schedule you can keep, something like three posts a week, then adjust as you learn what your audience responds to. Consistency matters more than volume.
