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 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
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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.

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 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

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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.

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 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

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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

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 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

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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

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 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…

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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 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

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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 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.

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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 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.

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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 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.

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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 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

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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