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.

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

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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.

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.

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 - 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

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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.

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 (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 helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

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.

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 (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.

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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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.

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 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

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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.

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 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

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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.

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 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

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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.

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 conversation gets into how to define your channel's ethos before you ever hit record, why format research matters as much as the content itself, and how Nectar thinks about YouTube metrics without falling into the trap of optimizing for the wrong thing.

Key topics covered:

[00:00] Intro
[02:20] Nectar's Culture Suite Platform
[03:06] 95% vs 5% Content Strategy
[04:32] The Domino Effect Marketing Framework
[05:12] Naming Problems Better Than Anyone Else
[06:40] The Medical Diagnosis Analogy
[08:07] Building Trust Through Content
[09:01] Newsletter Strategy for Revenue Growth
[09:49] 20 to 1 Positive Interaction Ratio
[11:36] 2.6 Million Views in 8 Months
[14:20] Social Media as Brand Extension
[15:12] YouTube as S-Tier B2B Channel
[17:06] The Mr. Beast of Software Companies
[21:28] Reverse Engineering YouTube Success
[24:45] Research Methods for Video Formats
[28:23] Measuring YouTube ROI and Attribution
[32:04] Becoming Synonymous with Culture Problems
[35:32] Trust Building Requires Courage
[38:15] 80/20 YouTube Strategy Framework
[42:32] Packaging Over Production Quality

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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.

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 membership as the ultimate conversion goal.

The conversation gets into what it actually takes to scale content for a compound startup, how Regina balances subscriber growth metrics with qualitative signals from community interviews, and how AI fits into a production process without killing the creative work.

Key topics covered:

[00:00] Intro
[02:46] 95% versus 5% content strategy
[04:08] Museum analogy for content vision
[08:31] Content planning process and workflow
[12:39] Series-based content strategy benefits
[17:29] Pod structure for multi-persona teams
[21:03] Cross-pollination through show and tell
[23:38] Measuring content success with dashboards
[26:01] Anecdotal evidence and qualitative feedback
[30:50] Spy trailer webinar promotion tactic
[32:34] AI-powered call scripts for BDRs
[35:36] Getting to ground level with data
[39:15] Studying Gong and Notion content

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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.

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 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
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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.