95% Content

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

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 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 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 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 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, 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 employees

• How Nehal operationalizes content with her team

• Building employees' personal brands through social media

• Leveraging cross-channel promotion for audience growth

• Measuring content success and its impact on pipeline

• Turning impressions into conversions with a balanced content mix

• TikTok and its potential for B2B marketing

• Prioritizing focus on platforms with bandwidth constraints

• The future of the Content Marketer role in a creator-driven + AI world

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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, original video series, and YouTube videos for B2B companies. 

To learn more, go to https://hatch.fm.

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 what you’ll learn in this episode:

• The 3 key roles for an AI-driven content team

• How to build repeatable content formats and styles

• Why "always-on" content is non-negotiable

• The importance of pairing campaigns with consistent content

• How Mutiny used a creative campaign to activate target accounts

• Measuring content success

• Why content is still the most effective way to scale B2B marketing

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95% Content is brought to you by Hatch.

Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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.

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Hatch is a video-first content agency that create video podcasts, video series, and short-form video content 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.