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. 22 JAN

    How HubSpot Runs Content Like a Media Company

    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 Content Evolution[14:31] Measuring Media Success at Scale[18:38] 3 Person Content Team Structure[22:08] Brand Impact Beyond Attribution[24:12] HubSpot's Media Brand Portfolio[29:00] YouTube as B2B Blue Ocean[32:08] YouTube Native Production Requirements[37:08] Creator Partnership Strategy[38:47] Incentivized Newsletter Sign Up Tactics[41:42] Editorial Grade vs AI Content[46:06] LinkedIn Video Trends[48:42] Small Team Content Execution–– 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

  2. 8 JAN

    The Content Strategy That Took lemlist to $40M ARR

    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[38:59] Content Attribution and Measurement[44:57] TikTok Strategy for B2B[48:30] Brand Standpoint Development[51:45] Platform Evolution and 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.

    53 min

  3. 02/12/2025

    Dealfront's video series strategy to win the 95% not in-market yet

    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 DealfrontThe 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 strategyHow to track layered metrics to prove content successWhy Dealfront's “Playbooks” drove 130% month-on-month growth in search impressions and 4x higher conversion than their blogHow a third of “Playbook” readers are existing customers (vs 5% for blog), making it a strong retention and activation play as wellHow to build SOPs and templates to scale content production sustainably– 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 to hatch.fm

    51 min

  4. 05/11/2025

    Typeform's Content Strategy to Get Weird, Build Trust, and Win Future Customers

    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 areFocus on one ICP deeply rather than spreading across multiple personasBuild owned audiences as your North Star instead of chasing perfect attributionTreat influencers and employees as brand extensions to reach audiences where trust already existsPartner your content team with paid teams - their best ads often come from your content assetsLook outside B2B to fashion, D2C, and reality TV for inspiration that actually makes people engageAI makes formulaic content worthless, forcing differentiation through human creativity and weirdness– 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 to hatch.fm

    48 min

  5. 25/09/2025

    How Wistia Creates Content That Gets Remembered Years Later

    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 ignoreThe prerecorded webinar strategy driving massive engagementHow one 5-hour shoot creates 100+ pieces of contentThe "container" approach to making B2B content memorableWhy high-effort content wins in the AI eraVideo-first: The future every marketer needs to embraceBuilding content teams for 2025 and beyondAnd 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 to hatch.fm

    52 min

  6. 20/08/2025

    Building Memory Moats Through B2B Content (with Chelsea Castle, Close.com)

    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 buildingContent as a product philosophyCreating memorable vs. forgettable contentBuilding connection before conversionLeveraging people for content distributionCustomer creator program developmentMeasuring content LinkedIn ecosystem approachThe Steli comeback series strategySeries-based content for driving actionB2B SaaS shows vs. video seriesBuilding audience relationships through episodic contentContent and brand alignmentAI's impact on content differentiationTime to Talk experimentVibe coding mini experiments– 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 to hatch.fm

    41 min

  7. 24/07/2025

    Kandji’s $1B Content Anchor and Distribution Strategy

    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 strategyBuilding "internal influencers" at your company for organic reachWhat metrics to use for early-stage brand measurementHow to run scrappy audience surveys with existing customers for actionable insightsThe "anchor and distribution" content flywheel that powers everythingWhy marketing hackathons accelerate the transition from research to executionHow to develop strong company POVsTeam structure approach: every anchor and channel needs an ownerWhy you should start simple with impressions before complex attributionThe future of "full-stack marketers" enabled by AI toolsKey Insight: The biggest marketing mistake is allocating budget proportional to where buyers currently are (5% in-market) rather than where the opportunity lies (95% not yet ready). Companies that start building relationships with the 95% early - before their 5% strategies hit diminishing returns - create an unfair advantage when those future buyers enter their consideration phase. — 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 to hatch.fm

    51 min

  8. 19/06/2025

    How GTM Fund Uses Content to Win the Best Founders

    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 differentiationWhy content has been part of their DNA since day one (not just tacked on)Their 95% content philosophy: building trust before founders are in-marketHow they balance tactical GTM content with subtle brand reinforcementThe "intentional attention" approach - quality over broad reachMulti-channel content strategy: newsletter, podcast, events, and socialWhy email distribution drove 17% immediate increase in podcast listenershipThe repurpose-then-optimize strategy for expanding to new channelsYouTube as both distribution channel and search engine for evergreen contentGrowth tactics: podcast directory optimization, ecosystem partnerships, and ratings strategiesSetting content KPIs based on TAM, not broad vanity metricsWorking with busy executives: time-blocking and enablement strategiesThe ecosystem approach to content partnerships and distributionWhy creativity will become the key differentiator as AI handles production tasks Key Insight: GTM Fund proves that when you have a strong company thesis (go-to-market is the remaining moat), you can build that differentiation directly into your content strategy. Instead of generic VC content, they focus on tactical, "real talk" GTM execution that serves their audience while reinforcing their unique value proposition.  Their success comes from treating content as a "reverse funnel" - casting wide with valuable content, narrowing to subscriber capture, then expanding back out with additional resources and ecosystem connections. – 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 to hatch.fm

    51 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
    28
  • Rating
    Clean
  • Copyright
    © 2026 Erik Jacobson from Hatch
  • Show Website
    95% Content