95% Content

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...

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 dr...

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 principl...

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 con...

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 members...

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 newslet...

Erik Jacobson sits down with Deedi Brown, Head of Content at Bubble, to explore how the no-code platform is evolving its content strategy amid massive industry shifts. With AI coding tools like Lovable gaining attention, Bubble is repositioning itself from no-code pioneer to the superior alternative to AI-generated code that still requires developer knowledge. Deedi shares how her 5-person content...

Erik Jacobson sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to explore how the AI-powered content platform grew to $7M ARR without leaning on paid advertising. Josh breaks down how AirOps helps content and SEO teams automate manual processes like internal linking and brief creation using AI workflows, while keeping humans in the loop for editorial review. The conversatio...

Peter Walker, Head of Insights at Carta, joined Erik Jacobson to share how a small team built one of the most talked-about data content engines in B2B, without a single lead generation target. 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...

Pranav Piyush, CEO of Paramark, joined Erik Jacobson to share how his team grew pipeline through organic content alone before spending a dollar on paid ads. 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 y...

Jess Cook is building a marketing engine at Vector with a team of two. They're creating a new category, driving 99% inbound growth, and doing it almost entirely through content. 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 int...

Most B2B companies still treat content as a channel. HubSpot treats it like media. In this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase. Kyle shares why HubSpot shifted away from channe...

CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content). Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strong...

In this episode of 95% Content, Erik Jacobson talks with Jamie Pagan (Director of Brand and Content at Dealfront) about how he built a content engine from nearly scratch in just over a year. When Jamie joined Dealfront, he identified a "brand lag" problem.  They were getting millions of organic search impressions, but only a fraction of those people actually knew who Dealfront was. The solution wa...

Kevin Davis and Kay-Kay Clapp from Typeform joined Erik Jacobson to share how they have shifted away from traditional SEO blog posts towards a 95/5 content strategy approach that is designed to reach future buyers before they're ever actively looking for a solution.  They explain their use of first-person storytelling, influencer partnerships, and proprietary research, and how they got buy-in from...

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 ma...

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 prod...

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 billio...

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 i...

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...

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 succe...

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 else Being able to tell a clear, compelling story The power of simp...

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 AI How to create truly differentiated content Why starting with...

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 emplo...

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 w...