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. 8月20日

    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 分钟

  2. 7月24日

    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 分钟

  3. 6月19日

    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 分钟

  4. 5月28日

    How Levels Grew an Audience of 300K YouTube Subscribers (Who See Them as THE Solution)

    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 strategyWhy content has been a "non-negotiable growth lever" since day oneThe YouTube-first content strategy that drives all multimedia effortsHow one 5-hour shoot creates 100+ pieces of content over a yearThe "perennial platform" approach - why views will come eventuallyMeasuring success beyond direct attribution and focusing on engagementYouTube tactics: thumbnail and title optimization for sustained growthWhy they don't anchor on virality and focus on long-term consistencyThe importance of listening to audience feedback for content ideationContent remixing: how small modifications can create 10x better resultsBehavioral shifts vs. trends: focusing on platform evolution over viral momentsBuilding 6-18 month relationships so prospects don't comparison shop Key Insight: Levels proves that when you're educating a market on something new (metabolic health), consistency and commitment matter more than viral moments. Their 4+ year content journey shows how patient, mission-driven content eventually builds an audience that trusts you as the category leader. – 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

    45 分钟

  5. 5月5日

    The monday.com Content Strategy That Builds Trust With Future Buyers

    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 approachThe 50/50 split between "in-market" and "95%" content strategiesMonday Insights: A zero-click newsletter with 70%+ open ratesThe editorial process and team structure for executing newslettersMeasuring success with content metricsExecutive ghostwriting program: Matching writers with executivesThe Bottom Line: A video series for sales leaders that exceeded KPIsWhy developing a TV series format for B2B content worksBuilding trust with leadership before attempting "squishy" contentFuture experiments: Print materials and analog experiences– 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

    43 分钟

  6. 3月31日

    10 Timeless Content Marketing Principles (with Dave Gerhardt)

    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 elseBeing able to tell a clear, compelling storyThe power of simple messaging (like Drift's "No Forms" positioning)The importance of content feedback loopsBuilding a memorable brandEntertainment vs. education content"Unscalable" content can create scalable word-of-mouthThe advantage of showing up consistently with your content over timeBeing creative with your content rather than copying competitorsFocusing deeply on one channel rather than trying to be everywhereMeasuring 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 an efficient content engine and be seen as the #1 choice to future buyers. To learn more, go to hatch.fm

    53 分钟

  7. 2月13日

    Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)

    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 AIHow to create truly differentiated contentWhy starting with internal expertise and perspectives is crucialThe importance of treating content like a productHow to measure content success beyond traditional metricsWhy content should be an ecosystem rather than siloed channelsThe value of content-based referrals and trust buildingHow to structure content teams and programs for successThe future of B2B content with the rise of creatorsExamples 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 run an efficient content engine and be seen as the #1 choice to future buyers. To learn more, go to hatch.fm

    50 分钟

  8. 1月14日

    Using Content To Build Trust At Scale (with Content Marketing Lead @ Clari)

    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 YouTube videos for B2B companies.  To learn more, go to https://hatch.fm.

    45 分钟
查看全部 23 集

关于

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.

信息

  • 创作者
    Erik Jacobson from Hatch
  • 活跃年份
    2024年 - 2025年
  • 单集
    23
  • 分级
    儿童适宜
  • 版权
    © 2025 Erik Jacobson from Hatch
  • 节目网站
    95% Content

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