From the corporate world to creating human content, Svenja shares quick thoughts on her journey and marketing

SEELE: When you were studying Arabic, Counter Terrorism, and Islamic Studies, did you know then that you wanted to do a career using what you studied, to do a career in social media and influencer campaigns for governments?

Svenja Maltzahn: Actually, yes—kind of! The whole reason I started studying Arabic was because I wanted to be a journalist. I did an internship with a big German TV station, and they gave me a great advice: "Journalism is super competitive. If you want to stand out, go study something unique—like Chinese or Arabic.” So, I went for Arabic.

But as I studied Arabic, Islamic Theology and then Counterterrorism, journalism started to take a backseat. The funny thing is, I had no idea 'strategic communications' was even a thing. Basically, strategic communications is like marketing but for governments—using communications, social media, even influencer campaigns, to help them achieve their goals. It’s not exactly something anyone mentions in career day.

So looking back, it all kind of clicks into place. I didn’t plan it this way, but somehow, it worked out exactly as it should have!

S: How have you mastered selling without making people feel like they’re being sold something?

SM: Honestly, it’s all about common sense. I just pay attention to what actually works on me; I hate being sold to. It gives me that instant cringe reaction and sense of resistance. What I’ve noticed, though, is that the people who aren’t trying to sell me anything are the ones who actually draw me in.

For example, if an influencer is like, “Buy this amazing thing!” It really doesn't speak to me. But if I just see them wearing something cool in a photo, I’ll start wondering on my own, “Wait, what brand is that?” and I’ll go find it myself. People don’t want to feel like they’re being pushed into something; they want to feel like it’s their choice. So, instead of selling, I just focus on offering value or a bit of inspiration. The right people come to you on their own.

Long story short, create content so good, that you don't have to sell, but attract.

S: Why do you think that corporate influencers are on the rise?

SM: Well, think about it—everything’s just getting more and more specialized. Since the Industrial Revolution, we’ve been on this path. And marketing is no different. In the past years, we started seeing all these influencer agencies popping up because brands realized they needed influencers. But now, it’s not just about getting any influencer or some big celebrity. There’s a real need for people within companies—especially in B2B—to step up as the face of the business.

People don’t want to follow faceless brands; they want to connect with real people. So, it totally makes sense that the whole approach is shifting from broad, in-your-face product marketing to something subtler and more authentic. It’s all about letting actual humans, who really know the brand from the inside, share what they do in a way that feels real. That’s the magic of corporate influence.

S: For someone who has a new product, service, blog, or whatever they’ve built and they want to build a community around it, and they don’t have money to hire a marketing/communications agency what practical next step would you advise them to promote?

SM: You’ve got to put in the work yourself. I know it’s not what anyone wants to hear, but there are no shortcuts when it comes to building a community. You have to show up consistently, that’s usually the hardest part.

Get comfortable on camera. Share your journey—really share it. Talk about the struggles, the fears, what’s actually going on behind the scenes. People can tell when it’s real, and they connect with that. And it’s not just about what you post; it’s also about how you engage. Building a community isn’t one-sided. You need to like, comment, respond—daily. Keep it real, vulnerable, and keep it consistent. If you’re putting in the genuine effort, people will notice.

S: When is it the right time to leave your 9-5 job and market yourself to become a consultant? When did you know it was time to take the skills and know-how you built in the corporate world and become a consultant? 

SM: First off, entrepreneurship isn’t for everyone. You need a high tolerance for risk and a lot of resilience, and that’s just not something most people enjoy dealing with. And that’s completely okay! Not everyone needs to be an entrepreneur—it’s more of a personality trait than just a career choice.

For me, I knew it was time when I started feeling completely unmotivated in my corporate job. Even the smallest tasks felt draining, and there was just no spark left. I realized I could do a great job or a mediocre one, and my salary would still be the same. That lack of motivation and reward made me feel like I was wasting my potential.

I sat with that feeling for almost a year until it got so strong that there was no option left but to make the jump. And very important: your environment matters a lot. If you’re surrounded by people who are also entrepreneurs, it’s easier to make that leap. Living in Dubai, where a lot of my friends have their own businesses, definitely gave me the push I needed.