95% Content

Erik Jacobson from Hatch
  • 5.0 (1)
  • Marketing
  • Updated Weekly

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. 9h ago

    [Best Of] How GTM Fund Uses Content to Win the Best Founders

    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 "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 helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  2. Jul 23

    [Best Of] “Surround Sound” Your Market Using Content (with Sam Kuehnle, VP of Marketing at Loxo)

    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) The company Sam is studying for social and content right now — 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.

  3. Jul 9

    [Best Of] Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)

    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 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 helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  4. Jun 25

    [Best Of] How to Use LinkedIn to Drive Revenue (with Chris Walker)

    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[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 new LinkedIn video feed[31:02] Chris’s daily posting process[34:09] Personal profiles vs. Company profiles[37:35] How to know what audience to target[42:23] Content team structure[46:06] LinkedIn for services companies[50:39] Final thoughts — 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.

  5. Jun 11

    [Best Of] 10 Timeless Content Marketing Principles (with Dave Gerhardt)

    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 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 helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  6. May 21

    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.

  7. May 8

    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.

  8. Apr 23

    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.

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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
    41
  • Rating
    Explicit
  • Copyright
    © 2026 Erik Jacobson from Hatch
  • Show Website
    95% Content