95% Content

Erik Jacobson from Hatch
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95% Content is a show for B2B content 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, or 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 today 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.

  1. 1 DAY AGO

    How Nectar Hit 2.6M YouTube Views in 8 Months (w/ Nate Bagley, Head of Content)

    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[11:36] 2.6 Million Views in 8 Months[14:20] Social Media as Brand Extension[15:12] YouTube as S-Tier B2B Channel[17:06] The Mr. Beast of Software Companies[21:28] Reverse Engineering YouTube Success[24:45] Research Methods for Video Formats[28:23] Measuring YouTube ROI and Attribution[32:04] Becoming Synonymous with Culture Problems[35:32] Trust Building Requires Courage[38:15] 80/20 YouTube Strategy Framework[42:32] Packaging Over Production Quality — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    45 min

  2. 8 MAY

    The Museum Analogy Behind Rippling's Multi-Persona Content Strategy (w/ Regina Baumgartner, Head of Content)

    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 content success with dashboards[26:01] Anecdotal evidence and qualitative feedback[30:50] Spy trailer webinar promotion tactic[32:34] AI-powered call scripts for BDRs[35:36] Getting to ground level with data[39:15] Studying Gong and Notion content — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    42 min

  3. 23 APR

    The Human-First Content Strategy Powering Doist's 50M-User Growth (w/ Naomi Liddell, Brand and Content Lead)

    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] Human connection in B2B content[25:08] Youtube growth from 100 to 1400 subscribers[27:08] Youtube strategy and keyword research tips[31:42] Thumbnail and lighting impact on performance[35:43] Reddit community management philosophy[39:57] Blog content in the AI era[44:33] Long-form content as foundation strategy[45:56] Metrics beyond conversion tracking[48:20] Substack move for community building— This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    53 min

  4. 9 APR

    Bubble's Content Strategy for Turning 6M Users Into a Growth Engine (w/ Deedi Brown, Head of Content)

    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 to 50K subscribers[21:18] AI education conundrum for new users[22:43] Customer-focused storytelling on YouTube[24:24] Case studies wrapped in candy approach[27:33] Episodic content as new TV format[30:10] Self-reported attribution and KPI challenges[32:09] Impressions plus engagement social metrics[34:00] In-platform success over click tracking[37:32] Resource privilege in content measurement[39:00] Paid influencer vs organic ambassador programs[42:47] Organic plus paid content opportunities––This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    44 min

  5. 26 MAR

    How AirOps Grew to $7M ARR Using Content (w/ Josh Spilker, Content Marketing & SEO Lead)

    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 role and market education[28:05] Results tracking and attribution methods[30:16] YouTube strategy for B2B content[34:35] Quality views matter more than vanity metrics[37:00] Mixing organic and paid content amplification[40:23] Testing concepts before major investments ––This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    42 min

  6. 12 MAR

    How Carta Turned Proprietary Data Into a 40K-Subscriber Content Engine (w/ Peter Walker, Head of Insights)

    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 Channel Strategy[09:29] Rented to Owned Audience Strategy[11:12] Building a Three Person Insights Team[14:52] Finding Content Ideas Through Audience Feedback[19:06] Refining Content Through Daily Iteration[21:48] Key Metrics Beyond Lead Generation[24:27] Why Links Destroy Social Media Reach[27:23] Getting Started With Proprietary Data[32:06] Content Strategy Without Proprietary Data[36:29] Chart Building Best Practices[40:27] Making the Business Case for Insights[43:52] Audience Size Relative to Your Market[46:21] Embracing the Content Creation Journey–– This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

    48 min

  7. 26 FEB

    How Paramark Grew Pipeline Through Organic Content Alone (w/ Pranav Piyush, CEO)

    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 allocation for content marketing experiments[29:05] Current marketing strategy insights and feedback[32:36] One channel at a time approach[35:26] Building conviction before executing marketing strategy[37:33] In-platform metrics as leading indicators[39:14] AI video content opportunities and experiments[44:41] Future of AI influencers in marketing –– This episode is brought to you by Hatch. 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 see how we can help your company, go to https://hatch.fm.

    47 min

  8. 12 FEB

    Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)

    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 Brand Success Without Direct Attribution[26:54] Video-First Content Strategy Decision[28:42] Scrapping 4 Weeks of Work for Better Ideas[34:23] Differentiation in Competitive Content Categories[38:49] The 46x Repurposing Multiplier Metric[41:41] Shadow Subscribers and Content Format Preferences[44:14] Building Sustainable Content with Mini Segments[47:22] Hiring for Growth and B2B Mascot Trends –– This episode is brought to you by Hatch. 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 see how we can help your company, go to https://hatch.fm.

    52 min
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About

95% Content is a show for B2B content 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, or 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 today 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.

Information

  • Creator
    Erik Jacobson from Hatch
  • Years Active
    2024 - 2026
  • Episodes
    36
  • Rating
    Clean
  • Copyright
    © 2026 Erik Jacobson from Hatch
  • Show Website
    95% Content

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