95% Content

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 team is shifting toward customer storytelling, why social belongs under content (not distribution), and how they measure success when traditional attribution doesn't tell the whole story.

Key topics covered:

[00:00] Intro
[02:32] Category shift from no-code to AI coding era
[04:24] Competing against AI-generated code platforms
[06:08] Content team structure and channel strategy
[08:15] Building an army of community evangelists
[10:05] Social media as content function not distribution
[12:09] Twitter and LinkedIn bread and butter channels
[14:46] Personal vs company accounts strategy
[20:04] YouTube growth from 30K to 50K subscribers
[21:18] AI education conundrum for new users
[22:43] Customer-focused storytelling on YouTube
[24:24] Case studies wrapped in candy approach
[27:33] Episodic content as new TV format
[30:10] Self-reported attribution and KPI challenges
[32:09] Impressions plus engagement social metrics
[34:00] In-platform success over click tracking
[37:32] Resource privilege in content measurement
[39:00] Paid influencer vs organic ambassador programs
[42:47] Organic plus paid content 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.

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 conversation covers the full content engine Josh has built, from a webinar series that drives hundreds of registrations per event to the emerging "content engineer" role AirOps is championing across the industry.

Key topics covered:

[00:00] Intro
[02:13] Content strategy for in-market vs out-of-market buyers
[04:54] Prioritizing the 95% with influencer partnerships
[08:26] Webinar strategy and guest selection tactics
[13:00] Driving registrations and post-webinar content distribution
[18:21] Content ecosystem approach and repurposing workflows
[21:03] Industry reports and thought leader collaborations
[23:09] Content engineering role and market education
[28:05] Results tracking and attribution methods
[30:16] YouTube strategy for B2B content
[34:35] Quality views matter more than vanity metrics
[37:00] Mixing organic and paid content amplification
[40:23] Testing concepts before major investments

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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.

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 10. He also gets into the "rented to owned" audience strategy that built a 40,000-subscriber newsletter, why you should never put links in your social posts, and how to make the internal pitch for an insights program when your CFO wants leads, not impressions.

This is a practical, philosophy-first conversation for content and marketing leaders who want to build the kind of brand that's already in the room when a buyer is finally ready.

Key topics covered:

[00:00] Intro
[01:58] Ninety Five Five Framework for Content Strategy
[04:45] Building Ubiquity Without Lead Generation Pressure
[06:18] Data Content Motion and Channel Strategy
[09:29] Rented to Owned Audience Strategy
[11:12] Building a Three Person Insights Team
[14:52] Finding Content Ideas Through Audience Feedback
[19:06] Refining Content Through Daily Iteration
[21:48] Key Metrics Beyond Lead Generation
[24:27] Why Links Destroy Social Media Reach
[27:23] Getting Started With Proprietary Data
[32:06] Content Strategy Without Proprietary Data
[36:29] Chart Building Best Practices
[40:27] Making the Business Case for Insights
[43:52] Audience Size Relative to Your Market
[46:21] Embracing the Content Creation Journey
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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.

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 your CEO and CFO that gives your content strategy the runway it needs.

This is a practical, experience-first conversation for marketing leaders who believe in the long game but need a smarter way to show it's paying off.

Key topics covered:

[00:00] Intro
[02:25] Channel format and content nuance matters
[05:56] Understanding platform user consumption habits
[08:00] Audience research with 5 phone calls
[10:47] Getting leadership buy-in for brand marketing
[12:45] 3 key metrics for B2B marketing success
[16:14] Why 95% of companies avoid transparency
[19:22] The 95/5 rule and long-term experiments
[24:44] Budget allocation for content marketing experiments
[29:05] Current marketing strategy insights and feedback
[32:36] One channel at a time approach
[35:26] Building conviction before executing marketing strategy
[37:33] In-platform metrics as leading indicators
[39:14] AI video content opportunities and experiments
[44:41] Future of AI influencers in marketing

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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.

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 introduces the "repurposing multiplier," a metric she created to prove their first episode reached 46 times more people through clips than the full video ever could.

This is what content-led growth looks like when you can't outspend competitors, when nobody knows your category exists yet, and when every decision has to count.

Key topics covered:

[00:00] Intro
[03:42] Vector's $45K Ad Budget Strategy
[05:26] Building Category Awareness While Growing Brand
[09:05] Hiring People With Audiences for Growth
[12:50] Founder-Led Content Systems and Workflows
[16:27] Playing Personas on LinkedIn for Engagement
[20:35] Measuring Brand Success Without Direct Attribution
[26:54] Video-First Content Strategy Decision
[28:42] Scrapping 4 Weeks of Work for Better Ideas
[34:23] Differentiation in Competitive Content Categories
[38:49] The 46x Repurposing Multiplier Metric
[41:41] Shadow Subscribers and Content Format Preferences
[44:14] Building Sustainable Content with Mini Segments
[47:22] Hiring for Growth and B2B Mascot Trends

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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.

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