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.

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.

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.

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.

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.

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.

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.

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.

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 third of “Playbook” readers are existing customers (vs 5% for blog), making it a strong retention and activation play as well
• How 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

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 actually makes people engage
• AI 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

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 to hatch.fm

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 shows vs. video series
• Building audience relationships through episodic content
• Content and brand alignment
• AI's impact on content differentiation
• Time to Talk experiment
• Vibe 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

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 owner
• Why you should start simple with impressions before complex attribution
• The future of "full-stack marketers" enabled by AI tools

Key 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

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 philosophy: building trust before founders are in-market
• How they balance tactical GTM content with subtle brand reinforcement
• The "intentional attention" approach - quality over broad reach
• Multi-channel content strategy: newsletter, podcast, events, and social
• Why email distribution drove 17% immediate increase in podcast listenership
• The repurpose-then-optimize strategy for expanding to new channels
• YouTube as both distribution channel and search engine for evergreen content
• Growth tactics: podcast directory optimization, ecosystem partnerships, and ratings strategies
• Setting content KPIs based on TAM, not broad vanity metrics
• Working with busy executives: time-blocking and enablement strategies
• The ecosystem approach to content partnerships and distribution
• Why 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

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 - why views will come eventually
• Measuring success beyond direct attribution and focusing on engagement
• YouTube tactics: thumbnail and title optimization for sustained growth
• Why they don't anchor on virality and focus on long-term consistency
• The importance of listening to audience feedback for content ideation
• Content remixing: how small modifications can create 10x better results
• Behavioral shifts vs. trends: focusing on platform evolution over viral moments
• Building 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

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 KPIs
• Why developing a TV series format for B2B content works
• Building trust with leadership before attempting "squishy" content
• Future 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

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 an efficient content engine and be seen as the #1 choice to future buyers.

To learn more, go to hatch.fm

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 run an efficient content engine and be seen as the #1 choice to future buyers.

To learn more, go to hatch.fm

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.

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 more.

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.

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.

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

__

Hatch is a video-first content agency that creates 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 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.

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 accounts
• 26:56 - How to start a modern content-first strategy
• 31:32 - The ideal content studio and recording setup
• 34:17 - How to hire a Creator for your B2B company
• 40:08 - The relationship between organic + paid
• 43:14 - How to measure content success?
• 48:23 - The B2B content trends Chris is most excited about

__

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.

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 Erin is most excited about

__

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.

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 years.

Here’s what we covered:

(0:00) Intro

(3:55) Using a content + outbound strategy

(08:36) “Content confetti” strategy 

(10:13) Crelate’s demand creation vs demand capture breakdown

(12:35) Crelate’s “95% Content” playbook

(16:25) Katie and Kortney’s daily content execution process

(20:26) Crelate’s organic social strategy

(25:25) The impact of content for Crelate

(33:11) The relationship between organic + paid

(38:07) The people & companies doing content well that Katie and Kortney are studying 

(44:02) The B2B content trends Kortney & Katie are most excited about 

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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.

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

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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.

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 covered:

• (0:00) Intro
• (3:35) Fellow’s GTM strategy: marketing-led vs sales-led
• (06:28) Fellow’s demand creation vs demand capture breakdown
• (09:40) Manuela’s "95% Content" playbook
• (13:48) Which content is having the biggest impact for them? 
• (18:45) Fellow’s LinkedIn strategy
• (21:39) The ROI of a content-first strategy
• (29:33) Ways to promote your podcast
• (35:29) How to get leadership buy-in to a content-first strategy
• (39:08) The companies doing content well that Manuela is studying 
• (41:35) The B2B content trends Manuela is most excited about

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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.

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 content well that Meredith is studying
• (46:26) The B2B content trends Meredith is most excited about

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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.

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

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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 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.

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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

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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.

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

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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.

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.