95% Content

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

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

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

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 tasksKey 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

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 shopKey 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

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

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

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

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 scaleThe 3 content pillars: executives, corporate, and employeesHow Nehal operationalizes content with her teamBuilding employees' personal brands through social mediaLeveraging cross-channel promotion for audience growthMeasuring content success and its impact on pipelineTurning impressions into conversions with a balanced content mixTikTok and its potential for B2B marketingPrioritizing focus on platforms with bandwidth constraintsThe 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.

In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Stewart Hillhouse (Head of Content at Mutiny).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 teamHow to build repeatable content formats and stylesWhy "always-on" content is non-negotiableThe importance of pairing campaigns with consistent contentHow Mutiny used a creative campaign to activate target accountsMeasuring content successWhy 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.

On today's episode, Chris Walker joins Erik to share a recent update he's made to his narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point.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.

In this episode of 95% Content, Erik talks with Pete Lorenco (VP of Marketing at Pathfactory). 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 itHow to measure content How to maintain content consistency and momentumPete’s LinkedIn playbook & learningsThe 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.

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 in 2024 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 - Intro1:54 - Chris’s evolution on LinkedIn3:44 - The LinkedIn Opportunity6:46 - Designing your goals on LinkedIn12:08 - Competing on LinkedIn14:30 - The power of repetition20:21 - How to measure success on LinkedIn25:25 - The new LinkedIn video feed31:02 - Chris’s daily posting process34:09 - Personal profiles vs. Company profiles37:35 - How to know what audience to target42:23 - Content team structure46:06 - LinkedIn for services companies50:39 - 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.

Kyle Coleman is the CMO of Copy.ai, and has turned $12K into $12M of pipeline using a content-first approach.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.

As the Head of Social at ClickUp, Chris Cunningham set one goal for himself this year of getting ClickUp to 200 million impressions per month across all social platforms.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 - Intro0:58 - ClickUp’s overall social strategy3:38 - ClickUp’s Creating vs Capturing demand7:05 - Chris’s social team structure and approach15:31 - Chris’s formula for success on social18:21 - Short-form video VS. Long-form video22:49 - ClickUp brand accounts VS thought leader accounts26:56 - How to start a modern content-first strategy31:32 - The ideal content studio and recording setup34:17 - How to hire a Creator for your B2B company40:08 - The relationship between organic + paid43:14 - 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.

Over the last 7 years, Erin May has built a modern organic content engine at User Interviews that now accounts for 80% of all of their leads and pipeline. 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 - Intro02:42 - Customer acquisition channels04:07 - Creating vs Capturing demand08:45 - Erin’s 95% Content Playbook15:21 - How to make sure your content works22:22 - How to measure content success26:47 - How to use CTA’s in content28:54 - Company vs individual social accounts32:30 - The platforms Erin is testing and experimenting with35:12 - The content that is driving the most results38:33 - The company doing content well that Erin is studying42:48 - 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 Harmon and Katie Jones are a perfect case study of how to design an effective B2B content team structure in 2024.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 ----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.

Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) do a content strategy live session where they answer questions and talk about how to create content that works in driving pipeline and building brand in B2B.Here's what was covered:00:00 - Intro2:23 - Why content is not just a marketing responsibility anymore4:54 - Where and how to source content ideas11:10 - “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 strategy29:14 - Creating content for sales objections36:13 - Expert-driven SEO vs traditional SEO41:41 - Early-stage startup marketing example----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.

Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one.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__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.

Meredith Metsker’s content playbook at uConnect has driven a 40% increase in booked discovery calls over the last 18 months.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__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.