95% Content

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 cre...

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...

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 c...

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-fi...

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 Ja...

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 Intervi...

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...

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 - Intro 2:23 - Why content is not just a marketing responsibility anymore 4:54 - Where and how to source content ideas...

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 emp...

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...

Dave Gerhardt (Founder, Exit Five) and Erik Jacobson (Founder, Hatch.fm) share approaches for building a B2B content flywheel in 2024. 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 (4...

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...

Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) and Erik Jacobson (CEO @ Hatch) share the playbook on how to build a content engine for Dark Social in 2024. 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 g...

Welcome to 95% Content, a show for B2B content marketers and 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 Zero-click content No matter what you call it, the goal is the same. You want to reach future buyers on the social...