95% Content

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one. What started out as mostly an SEO-optimized article writing strategy to rank on Google, has now evolved into also including a heavy emphasis on modern content marketing for the 95% of buyers who are not actively looking for a solution yet (but are scrolling LinkedIn, listening to podcasts, reading newsletters, watching YouTube videos, and attending webinars that can help them level up their careers). In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Manuela shares their podcast, newsletter, webinar, and organic social playbook that has earned them trust with future…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. As the Head of Social at ClickUp, Chris Cunningham set one goal for himself this year of getting ClickUp to 200 million impressions per month across all social platforms. So far, they are halfway there with 100 million impressions per month, and their success has come from doing the exact opposite of all the normal social marketing “best practices”. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Chris shares his social content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like ClickUp (so that when they are in market, ClickUp is already their number one choice to explore). Here’s what you’ll learn in this episode: 0:00 - Intro 0:58 - ClickUp’s overall social strategy 3:38 - ClickUp’s Creating vs Capturing demand 7:05 - Chris’s social team…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. In this episode of 95% Content, Erik Jacobson (CEO of hatch.fm) talks with Sophie Buonassisi (VP of Marketing at GTM Fund) about how they've built a content strategy that positions them as the #1 choice for founders seeking funding. GTM Fund operates on the thesis that "capital is commodity" - the real differentiator is go-to-market expertise. Sophie shares how they've leveraged this positioning into a content engine that builds relationships with founders 12-18 months before they're ready to raise capital, ensuring GTM Fund is top-of-mind when funding decisions are made. Sophie also reveals how they reacquired Sales Hacker (which their GP originally founded and sold to Outreach) and rolled it into their media brand GTM Now, creating a full-circle moment that accelerated their content strategy. Here’s what you’ll learn in this episode: GTM Fund's…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. Sam Kuehnle is the VP of Marketing at Loxo, a talent intelligence platform that competes with hundreds of well funded competitors who are all spending millions of dollars bidding on Google search terms. Sam knew he could win with a different approach - by creating content that builds awareness, trust, and affinity with buyers before they ever went to Google. In this episode hosted by Erik Jacobson (CEO of Hatch), Sam shares their organic social, podcast, and video playbook that has powered Loxo to 8 consecutive record-breaking quarters of revenue and pipeline growth. Here’s what we covered: (4:17) Sam’s 95% content philosophy (11:58) Sam’s podcast engine playbook (24:30) Loxo’s 3 phase LinkedIn strategy (34:54) How to power your Founder’s social content (42:32) Loxo’s YouTube and video learnings (49:29) How Sam measures the success of content (55:00)…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. In this episode of 95% Content, Erik Jacobson talks with John Bonini (Founder of Content Brands) about how B2B companies can create truly differentiated content that builds trust and affinity with their audience. Here’s what you’ll learn in this episode: The problem with undifferentiated content in B2B and why it's getting worse with AI How to create truly differentiated content Why starting with internal expertise and perspectives is crucial The importance of treating content like a product How to measure content success beyond traditional metrics Why content should be an ecosystem rather than siloed channels The value of content-based referrals and trust building How to structure content teams and programs for success The future of B2B content with the rise of creators Examples of companies doing differentiated content well — This episode is…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company using LinkedIn. Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time. The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue. If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint. Here's what we covered: [0:00] Intro [1:54] Chris’s evolution on LinkedIn [3:44] The LinkedIn Opportunity…

This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. In this episode of 95% Content, Erik Jacobson welcomes back Dave Gerhardt (Founder of Exit Five) to discuss timeless content and marketing principles that never change, even as technology and trends change. Here are the topics and principles Erik and Dave discuss in this episode: Knowing your customer and audience better than anyone else Being able to tell a clear, compelling story The power of simple messaging (like Drift's "No Forms" positioning) The importance of content feedback loops Building a memorable brand Entertainment vs. education content "Unscalable" content can create scalable word-of-mouth The advantage of showing up consistently with your content over time Being creative with your content rather than copying competitors Focusing deeply on one channel rather than trying to be everywhere Measuring what matters — This episode is brought…

Erik Jacobson sits down with Nate Bagley, Head of Content at Nectar, to explore how one HR tech company is doing something almost no B2B brand has figured out: building a YouTube channel people actually want to watch. Nectar has racked up 2.6 million organic views in eight months by treating the platform not as a distribution channel for corporate content, but as a trust-building exercise. The conversation gets into how to define your channel's ethos before you ever hit record, why format research matters as much as the content itself, and how Nectar thinks about YouTube metrics without falling into the trap of optimizing for the wrong thing. Key topics covered: [00:00] Intro [02:20] Nectar's Culture Suite Platform [03:06] 95% vs 5% Content Strategy [04:32] The Domino Effect Marketing Framework [05:12] Naming Problems Better Than Anyone Else [06:40] The Medical Diagnosis Analogy [08:07] Building Trust Through Content [09:01] Newsletter Strategy for Revenue Growth [09:49] 20 to 1 Positive Interaction Ratio…

Erik Jacobson sits down with Regina Baumgartner, Head of Content at Rippling, to explore how she manages content strategy across a complex multi-persona audience spanning HR, finance, IT, and startup teams. Regina shares the museum analogy that reframed how her team thinks about content creation and distribution: social media as street art, content series as curated exhibits, and community membership as the ultimate conversion goal. The conversation gets into what it actually takes to scale content for a compound startup, how Regina balances subscriber growth metrics with qualitative signals from community interviews, and how AI fits into a production process without killing the creative work. Key topics covered: [00:00] Intro [02:46] 95% versus 5% content strategy [04:08] Museum analogy for content vision [08:31] Content planning process and workflow [12:39] Series-based content strategy benefits [17:29] Pod structure for multi-persona teams [21:03] Cross-pollination through show and tell [23:38] Measuring…

Erik Jacobson sits down with Naomi Liddell, Brand and Content Lead at Doist, to explore how a bootstrapped productivity company built trust with 50 million users through strategic content. Competing against VC-backed giants like Microsoft and Notion with a marketing team of just nine people, Doist has long bet on brand over conversion, and it's paid off. Naomi shares how a personal monthly newsletter, a revived YouTube channel, and a human-first content philosophy have quietly compounded into one of the most trusted brands in productivity software. Key topics covered: [00:00] Intro [02:54] 95% vs 5% market prioritization strategy [04:26] Brand as competitive moat approach [06:21] Content builds trust over conversions [08:36] 50 million users through content strategy [09:23] Multi-channel content ecosystem overview [11:26] Monthly newsletter personal connection strategy [13:31] Personal brand vs company risk [15:24] Youtube channel revival with iPhone [18:21] Getting team buy-in for video content [21:22]…

Erik Jacobson sits down with Deedi Brown, Head of Content at Bubble, to explore how the no-code platform is evolving its content strategy amid massive industry shifts. With AI coding tools like Lovable gaining attention, Bubble is repositioning itself from no-code pioneer to the superior alternative to AI-generated code that still requires developer knowledge. Deedi shares how her 5-person content team is shifting toward customer storytelling, why social belongs under content (not distribution), and how they measure success when traditional attribution doesn't tell the whole story. Key topics covered: [00:00] Intro [02:32] Category shift from no-code to AI coding era [04:24] Competing against AI-generated code platforms [06:08] Content team structure and channel strategy [08:15] Building an army of community evangelists [10:05] Social media as content function not distribution [12:09] Twitter and LinkedIn bread and butter channels [14:46] Personal vs company accounts strategy [20:04] YouTube growth from 30K…

Erik Jacobson sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to explore how the AI-powered content platform grew to $7M ARR without leaning on paid advertising. Josh breaks down how AirOps helps content and SEO teams automate manual processes like internal linking and brief creation using AI workflows, while keeping humans in the loop for editorial review. The conversation covers the full content engine Josh has built, from a webinar series that drives hundreds of registrations per event to the emerging "content engineer" role AirOps is championing across the industry. Key topics covered: [00:00] Intro [02:13] Content strategy for in-market vs out-of-market buyers [04:54] Prioritizing the 95% with influencer partnerships [08:26] Webinar strategy and guest selection tactics [13:00] Driving registrations and post-webinar content distribution [18:21] Content ecosystem approach and repurposing workflows [21:03] Industry reports and thought leader collaborations [23:09] Content engineering…

Peter Walker, Head of Insights at Carta, joined Erik Jacobson to share how a small team built one of the most talked-about data content engines in B2B, without a single lead generation target. Peter breaks down how Carta turns proprietary cap table data into always-on social content, why LinkedIn is the first channel (not the best one), and how he cut content creation time from 90 minutes to under 10. He also gets into the "rented to owned" audience strategy that built a 40,000-subscriber newsletter, why you should never put links in your social posts, and how to make the internal pitch for an insights program when your CFO wants leads, not impressions. This is a practical, philosophy-first conversation for content and marketing leaders who want to build the kind of brand that's already in the room when a buyer is finally ready. Key topics covered: [00:00] Intro [01:58] Ninety Five Five Framework for Content Strategy [04:45] Building Ubiquity Without Lead Generation Pressure [06:18] Data Content Motion and…

Pranav Piyush, CEO of Paramark, joined Erik Jacobson to share how his team grew pipeline through organic content alone before spending a dollar on paid ads. Pranav breaks down the three metrics that actually tell you if B2B content is working, why marketing to the 95% of buyers who aren't ready yet is the biggest opportunity most teams are ignoring, and how to have the timeline conversation with your CEO and CFO that gives your content strategy the runway it needs. This is a practical, experience-first conversation for marketing leaders who believe in the long game but need a smarter way to show it's paying off. Key topics covered: [00:00] Intro [02:25] Channel format and content nuance matters [05:56] Understanding platform user consumption habits [08:00] Audience research with 5 phone calls [10:47] Getting leadership buy-in for brand marketing [12:45] 3 key metrics for B2B marketing success [16:14] Why 95% of companies avoid transparency [19:22] The 95/5 rule and long-term experiments [24:44] Budget…

Jess Cook is building a marketing engine at Vector with a team of two. They're creating a new category, driving 99% inbound growth, and doing it almost entirely through content. In this episode, Jess walks through the systems behind everything - from hiring people with built-in audiences to the moment she realized their podcast felt like an infomercial and scrapped it 8 days before launch. She introduces the "repurposing multiplier," a metric she created to prove their first episode reached 46 times more people through clips than the full video ever could. This is what content-led growth looks like when you can't outspend competitors, when nobody knows your category exists yet, and when every decision has to count. Key topics covered: [00:00] Intro [03:42] Vector's $45K Ad Budget Strategy [05:26] Building Category Awareness While Growing Brand [09:05] Hiring People With Audiences for Growth [12:50] Founder-Led Content Systems and Workflows [16:27] Playing Personas on LinkedIn for Engagement [20:35] Measuring…

Most B2B companies still treat content as a channel. HubSpot treats it like media. In this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase. Kyle shares why HubSpot shifted away from channel-first thinking, how audience research drives every content investment, and what it actually takes to succeed on YouTube as a B2B brand. The conversation also covers how HubSpot measures reach vs demand, why attribution is breaking down, and how media-led content compounds over long buying cycles. A practical look at how one of the most recognized B2B brands builds content systems designed for attention, trust, and long-term growth. Key topics covered: [00:00] Intro [02:41] Audience First Content Strategy [06:01] Investing in Media Products [08:25] Audience Content Offer Match Framework [11:06] HubSpot's 20 Year…

CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content). Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure. This is a tactical, honest look at what content looks like when brand, demand, and trust all work together. Key topics covered: [00:00] Intro [03:53] Build in Public Philosophy [05:32] Seven Demand Gen Channels [08:37] Leveraging External Expertise for Content [11:47] Hiring Subject Matter Expert Creators [16:31] Marketing Role Positioning Strategy [21:13] Market Maturity and Budget Framework [26:42] Audience Research and Platform Selection [29:21] Avengers Employee Advocacy Strategy [34:57] Incentivizing Employee Content Creation…

In this episode of 95% Content, Erik Jacobson talks with Jamie Pagan (Director of Brand and Content at Dealfront) about how he built a content engine from nearly scratch in just over a year. When Jamie joined Dealfront, he identified a "brand lag" problem. They were getting millions of organic search impressions, but only a fraction of those people actually knew who Dealfront was. The solution was building a content strategy focused on the 95% of buyers not in-market yet. Here’s what you’ll learn in this episode: The overall content strategy driving 20% year-over-year growth in branded search for Dealfront The Dealfront playbook of using multiple video series (and their own streaming platform) designed to capture attention and affinity with the 95% The “Teach, Show, Grow” framework Dealfront uses to guide their content strategy How to track layered metrics to prove content success Why Dealfront's “Playbooks” drove 130% month-on-month growth in search impressions and 4x higher conversion than their blog How a…

Kevin Davis and Kay-Kay Clapp from Typeform joined Erik Jacobson to share how they have shifted away from traditional SEO blog posts towards a 95/5 content strategy approach that is designed to reach future buyers before they're ever actively looking for a solution. They explain their use of first-person storytelling, influencer partnerships, and proprietary research, and how they got buy-in from leadership on the value of a 95/5 content strategy (and the value of brand marketing). Here’s what you’ll learn in this episode: Stop obsessing over content formats and focus on where your buyers actually are Focus on one ICP deeply rather than spreading across multiple personas Build owned audiences as your North Star instead of chasing perfect attribution Treat influencers and employees as brand extensions to reach audiences where trust already exists Partner your content team with paid teams - their best ads often come from your content assets Look outside B2B to fashion, D2C, and reality TV for inspiration that…

Sam Balter (Head of Content at Wistia) joins Erik Jacobson to share how Wistia builds content designed to stay in buyers' minds for years, not days. Sam shares the exact strategies Wistia uses to turn single pieces of content into 100+ assets that drive awareness, engagement, and pipeline for years after publication. Here’s what you’ll learn in this episode: The content shelf life problem most marketers ignore The prerecorded webinar strategy driving massive engagement How one 5-hour shoot creates 100+ pieces of content The "container" approach to making B2B content memorable Why high-effort content wins in the AI era Video-first: The future every marketer needs to embrace Building content teams for 2025 and beyond And much more… – This episode is brought to you by Hatch. Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run an efficient content engine and be seen as the #1 choice to future buyers. To learn more, go…

Chelsea Castle joins Erik Jacobson on 95% Content to share how Close.com is transforming their 12-year-old content strategy to build trust and affinity with the 95% of buyers not yet in market. After inheriting what she calls a "hoarded house" of content from Close's history, Chelsea has spent the past year rebuilding their content approach around two core principles: 1) treating content as a product, and 2) creating memorable, magical moments. She reveals how bringing back founder Steli Efti's content presence after years away helped put Close back on the map for many potential buyers. Here’s what you’ll learn in this episode: Close's content transformation from SEO volume to brand building Content as a product philosophy Creating memorable vs. forgettable content Building connection before conversion Leveraging people for content distribution Customer creator program development Measuring content LinkedIn ecosystem approach The Steli comeback series strategy Series-based content for driving action B2B SaaS…

In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Sylvia LePoidevin (CMO at Kandji) about their evolution from targeting the 5% of buyers actively in-market to building a 95% content strategy for future buyers. Sylvia joined Kandji as employee #4 with zero customers, no website, and no brand, and has been leading their marketing strategy as CMO to help them become a billion-dollar device management and security platform. Here's what you'll learn in this episode: How to know when you've "maxed out" the 5% and should pivot to a 95% content strategy Building "internal influencers" at your company for organic reach What metrics to use for early-stage brand measurement How to run scrappy audience surveys with existing customers for actionable insights The "anchor and distribution" content flywheel that powers everything Why marketing hackathons accelerate the transition from research to execution How to develop strong company POVs Team structure approach: every anchor and channel needs an…

In this episode of 95% Content, Erik Jacobson (CEO of hatch.fm) talks with Sophie Buonassisi (VP of Marketing at GTM Fund) about how they've built a content strategy that positions them as the #1 choice for founders seeking funding. GTM Fund operates on the thesis that "capital is commodity" - the real differentiator is go-to-market expertise. Sophie shares how they've leveraged this positioning into a content engine that builds relationships with founders 12-18 months before they're ready to raise capital, ensuring GTM Fund is top-of-mind when funding decisions are made. Sophie also reveals how they reacquired Sales Hacker (which their GP originally founded and sold to Outreach) and rolled it into their media brand GTM Now, creating a full-circle moment that accelerated their content strategy. Here’s what you’ll learn in this episode: GTM Fund's "capital is commodity" thesis and operator-led differentiation Why content has been part of their DNA since day one (not just tacked on) Their 95% content…

In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Tony Milio (Multimedia Lead at Levels) about how they've built one of the most successful content strategies in the health space by focusing on educating a market that barely existed when they started. Levels has grown to 300,000 YouTube subscribers and achieved 3x subscriber growth and 2x viewership growth in just the last year by treating content as a "non-negotiable growth lever." Tony shares how they've created a YouTube-first content engine that generates hundreds of micro-content pieces from single shoots, and why they prioritize mission-driven content over algorithm optimization. Here’s what you'll learn in this episode: Levels' approach to building in public and transparency as content strategy Why content has been a "non-negotiable growth lever" since day one The YouTube-first content strategy that drives all multimedia efforts How one 5-hour shoot creates 100+ pieces of content over a year The "perennial platform" approach -…

In this episode of 95% Content, Erik Jacobson talks with Yael Miller (Director of Content Marketing at monday.com) about how they've built a content strategy designed to build trust with the 95% of potential buyers who aren't actively looking for a solution yet. Yael joined monday.com when there was no content team and has since grown it to a team of 20 content marketers. She shares several successful content initiatives that have helped monday.com grow its brand awareness and maintain relationships with potential customers long before they're ready to buy. Here’s what Erik and Yael discuss in this episode: Yael's role and monday.com's content approach The 50/50 split between "in-market" and "95%" content strategies Monday Insights: A zero-click newsletter with 70%+ open rates The editorial process and team structure for executing newsletters Measuring success with content metrics Executive ghostwriting program: Matching writers with executives The Bottom Line: A video series for sales leaders that exceeded…

In this episode of 95% Content, Erik Jacobson welcomes back Dave Gerhardt (Founder of Exit Five) to discuss timeless content and marketing principles that never change, even as technology and trends change. Here’s the topics and principles Erik and Dave discuss in this episode: Knowing your customer and audience better than anyone else Being able to tell a clear, compelling story The power of simple messaging (like Drift's "No Forms" positioning) The importance of content feedback loops Building a memorable brand Entertainment vs. education content "Unscalable" content can create scalable word-of-mouth The advantage of showing up consistently with your content over time Being creative with your content rather than copying competitors Focusing deeply on one channel rather than trying to be everywhere Measuring what matters - This episode is brought to you by Hatch. Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run…

In this episode of 95% Content, Erik Jacobson talks with John Bonini (Founder of Content Brands) about how B2B companies can create truly differentiated content that builds trust and affinity with their audience. Here’s what you’ll learn in this episode: The problem with undifferentiated content in B2B and why it's getting worse with AI How to create truly differentiated content Why starting with internal expertise and perspectives is crucial The importance of treating content like a product How to measure content success beyond traditional metrics Why content should be an ecosystem rather than siloed channels The value of content-based referrals and trust building How to structure content teams and programs for success The future of B2B content with the rise of creators Examples of companies doing differentiated content well – This episode is brought to you by Hatch. Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to…

In this episode, Erik Jacobson talks with Nehal Tenany (Content Marketing Lead @ Clari) about her B2B content playbooks to grow an audience on social, create demand using content, align content with business goals, and activate employee-driven content. Here’s what you’ll learn in this episode: Clari’s content strategy: building trust at scale The 3 content pillars: executives, corporate, and employees How Nehal operationalizes content with her team Building employees' personal brands through social media Leveraging cross-channel promotion for audience growth Measuring content success and its impact on pipeline Turning impressions into conversions with a balanced content mix TikTok and its potential for B2B marketing Prioritizing focus on platforms with bandwidth constraints The future of the Content Marketer role in a creator-driven + AI world __ This episode is brought to you by Hatch. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and…

In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Stewart Hillhouse (Head of Content at Mutiny). Stewart shares strategies for using AI to make content creation faster and more efficient without sacrificing quality. He also shares the exact content playbook they are using at Mutiny that has helped build their brand into one of the most well known companies in B2B. Here’s what you’ll learn in this episode: The 3 key roles for an AI-driven content team How to build repeatable content formats and styles Why "always-on" content is non-negotiable The importance of pairing campaigns with consistent content How Mutiny used a creative campaign to activate target accounts Measuring content success Why content is still the most effective way to scale B2B marketing ------- 95% Content is brought to you by Hatch. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn…

On today's episode, Chris Walker joins Erik to share a recent update he's made to his narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point. Listen to this episode to learn how to turn what you say (your message) into 10x growth. — Hatch is a video-first content agency that create video podcasts, video series, and short-form video content for B2B companies who want to run an efficient content engine, and be seen as the #1 choice to future buyers. To learn more, go to hatch.fm.

In this episode of 95% Content, Erik talks with Pete Lorenco (VP of Marketing at Pathfactory). Pete has built a content engine at Pathfactory that is intentionally designed to build trust and affinity with the 95% of buyers who are not in- market to buy (yet), so that when they are ready to buy, Pathfactory is one of the solutions that is already on their short-list to explore. Here’s what you’ll learn in this episode: Pete’s content strategy and philosophy Create content so good people would pay for it How to measure content How to maintain content consistency and momentum Pete’s LinkedIn playbook & learnings The B2B content trends Pete is most excited about __ Hatch is a video-first content agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry. To learn more, go to hatch.fm.

Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company in 2024 using LinkedIn. Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time. The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue. If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint. Here's what we covered: 0:00 - Intro 1:54 - Chris’s evolution on LinkedIn 3:44 - The LinkedIn Opportunity 6:46 - Designing your goals on LinkedIn 12:08 - Competing on LinkedIn 14:30 - The power of repetition 20:21 - How to measure success on LinkedIn 25:25 - The…

Kyle Coleman is the CMO of Copy.ai, and has turned $12K into $12M of pipeline using a content-first approach. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Kyle shares his category creation, positioning, and organic content playbook that they’ve used to create those results and be seen as a 1-of-1 solution in their highly competitive market of AI. __ Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry. To learn more, go to hatch.fm.

As the Head of Social at ClickUp, Chris Cunningham set one goal for himself this year of getting ClickUp to 200 million impressions per month across all social platforms. So far, they are halfway there with 100 million impressions per month, and their success has come from doing the exact opposite of all the normal social marketing “best practices”. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Chris shares his social content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like ClickUp (so that when they are in market, ClickUp is already their number one choice to explore). Here’s what you’ll learn in this episode: 0:00 - Intro 0:58 - ClickUp’s overall social strategy 3:38 - ClickUp’s Creating vs Capturing demand 7:05 - Chris’s social team structure and approach 15:31 - Chris’s formula for success on social 18:21 - Short-form video VS. Long-form video 22:49 - ClickUp brand accounts VS thought leader…

Over the last 7 years, Erin May has built a modern organic content engine at User Interviews that now accounts for 80% of all of their leads and pipeline. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Erin shares her content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like User Interviews (so that when they are in market, User Interviews is already their number one choice to explore). Here’s what we covered: 0:00 - Intro 02:42 - Customer acquisition channels 04:07 - Creating vs Capturing demand 08:45 - Erin’s 95% Content Playbook 15:21 - How to make sure your content works 22:22 - How to measure content success 26:47 - How to use CTA’s in content 28:54 - Company vs individual social accounts 32:30 - The platforms Erin is testing and experimenting with 35:12 - The content that is driving the most results 38:33 - The company doing content well that Erin is studying 42:48 - The B2B content trends…

Kortney Harmon and Katie Jones are a perfect case study of how to design an effective B2B content team structure in 2024. Kortney is the Director of Industry Relations & Podcast Host at Crelate (an end-to-end staffing and recruiting software platform), and sits in the “Thought Leader” role. Katie is the Senior Content Marketing Manager, and sits in the “Content Architect” role. They teamed up two years ago, and have executed a content strategy designed to build trust and affinity with the 95% of potential Crelate buyers who are / were not in market looking for a solution *yet*. Their approach worked, and has resulted in massively growing the Crelate brand over that time. In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Kortney and Katie share how they’ve designed this content team structure, and their podcast, newsletter, organic social, and live and digital event playbook that has grown the Crelate brand into a recognized and sought after product in their industry over the last two…

Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) do a content strategy live session where they answer questions and talk about how to create content that works in driving pipeline and building brand in B2B. Here's what was covered: 00:00 - Intro 2:23 - Why content is not just a marketing responsibility anymore 4:54 - Where and how to source content ideas 11:10 - “How to develop differentiated POV’s” 15:13 - “How competition impacts content strategy” 19:08 - The 3 steps to building your “brand” 20:56 - When to start an organic content strategy 29:14 - Creating content for sales objections 36:13 - Expert-driven SEO vs traditional SEO 41:41 - Early-stage startup marketing example ---- Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry. To learn more, go to hatch.fm.

Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one. What started out as mostly an SEO-optimized article writing strategy to rank on Google, has now evolved into also including a heavy emphasis on modern content marketing for the 95% of buyers who are not actively looking for a solution yet (but are scrolling LinkedIn, listening to podcasts, reading newsletters, watching YouTube videos, and attending webinars that can help them level up their careers). In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Manuela shares their podcast, newsletter, webinar, and organic social playbook that has earned them trust with future buyers, a 30% increase in followers on LinkedIn, and pipeline and revenue growth that proves the ROI of this modern content-first strategy. Here’s what we…

Meredith Metsker’s content playbook at uConnect has driven a 40% increase in booked discovery calls over the last 18 months. In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Meredith shares their community, podcast, newsletter and organic social playbook that has created an incredible amount of demand for uConnect’s all-in-one virtual career center platform, and with their niche audience of career services professionals at universities. Here’s what we covered: (0:00) Intro (2:38) Marketing drives demand (5:24) Create vs. capture demand with content (10:29) Meredith’s content strategy (13:14) Downloads and subscribers growth trends (18:07) The content platform that has had the biggest impact (20:19) How to do this as a 1 person content team (25:16) Being the face of your company’s content brand (29:35) How to measure content strategy success and ROI (33:05) How to know if this content strategy will work for you? (37:00) Creating effective CTA’s in your content (42:17) The people doing…

Dave Gerhardt (Founder, Exit Five) and Erik Jacobson (Founder, Hatch.fm) share approaches for building a B2B content flywheel in 2024. Here's what was covered: (4:08) - What is a content flywheel? (10:06) - How do you get started with a content flywheel? (19:27) - The content flywheel process (26:21) - The thought leader + content team structure (31:55) - Content distribution goals and approach (44:43) - Who should help get the best content from the Thought Leader? (46:45) - Curating your LinkedIn feed (47:53) - The value and approach of newsletters (50:43) - Is X/Twitter still a viable channel for B2B? (54:01) The most important part of a content strategy __ Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry. To learn more, go to hatch.fm.

Sam Kuehnle is the VP of Marketing at Loxo, a talent intelligence platform that competes with hundreds of well funded competitors who are all spending millions of dollars bidding on Google search terms. Sam knew he could win with a different approach - by creating content that builds awareness, trust, and affinity with buyers before they ever went to Google. In this episode hosted by Erik Jacobson (CEO of Hatch), Sam shares their organic social, podcast, and video playbook that has powered Loxo to 8 consecutive record-breaking quarters of revenue and pipeline growth. __ Here’s what we covered: (4:17) Sam’s 95% content philosophy (11:58) Sam’s podcast engine playbook (24:30) Loxo’s 3 phase LinkedIn strategy (34:54) How to power your Founder’s social content (42:32) Loxo’s YouTube and video learnings (49:29) How Sam measures the success of content (55:00) The company Sam is studying for social and content right now __ Hatch is a video-first content production agency that helps B2B marketing teams create video…

Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) and Erik Jacobson (CEO @ Hatch) share the playbook on how to build a content engine for Dark Social in 2024. Here's what we covered: Chris’s content background Why organic social content is the #1 driver for effective marketing today How Dark Social works to build trust The content engine playbook Why a recurring live event is ideal How to get better at producing quality content Running an efficient content production process AI use cases in the content process How to pitch this strategy to your leadership team Creating your own podcast vs. podcast guesting Strategies to grow a podcast __ Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry. To learn more, go to www.hatch.fm.

Welcome to 95% Content, a show for B2B content marketers and teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future. You can call it many different things: Content marketing Demand creation Brand marketing Dark social Zero-click content No matter what you call it, the goal is the same. You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready. We’re going to cover how B2B companies can win with things like: Organic social Short-form video Podcasting YouTube Newsletters Webinars And communities Because the best way to win in 2024 is to already be on your buyers short-list the day they decide they need a solution. On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.