95% Content

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 learn in this episode:

• Pete’s content strategy and philosophy 
• Create content so good people would pay for it
• How to measure content 
• How to maintain content consistency and momentum
• Pete’s LinkedIn playbook & learnings
• The B2B content trends Pete is most excited about

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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 learn more, go to hatch.fm.

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 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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Hatch is a video-first content agency that creates 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.

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.

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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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 Interviews (so that when they are in market, User Interviews is already their number one choice to explore).

Here’s what we covered:

• 0:00 - Intro
• 02:42 - Customer acquisition channels
• 04:07 - Creating vs Capturing demand
• 08:45 - Erin’s 95% Content Playbook
• 15:21 - How to make sure your content works
• 22:22 - How to measure content success
• 26:47 - How to use CTA’s in content
• 28:54 - Company vs individual social accounts
• 32:30 - The platforms Erin is testing and experimenting with
• 35:12 - The content that is driving the most results
• 38:33 - The company doing content well that Erin is studying
• 42:48 - The B2B content trends Erin is most excited about

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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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 two years ago, and have executed a content strategy designed to build trust and affinity with the 95% of potential Crelate buyers who are / were not in market looking for a solution *yet*.

Their approach worked, and has resulted in massively growing the Crelate brand over that time.

In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Kortney and Katie share how they’ve designed this content team structure, and their podcast, newsletter, organic social, and live and digital event playbook that has grown the Crelate brand into a recognized and sought after product in their industry over the last two years.

Here’s what we covered:

(0:00) Intro

(3:55) Using a content + outbound strategy

(08:36) “Content confetti” strategy 

(10:13) Crelate’s demand creation vs demand capture breakdown

(12:35) Crelate’s “95% Content” playbook

(16:25) Katie and Kortney’s daily content execution process

(20:26) Crelate’s organic social strategy

(25:25) The impact of content for Crelate

(33:11) The relationship between organic + paid

(38:07) The people & companies doing content well that Katie and Kortney are studying 

(44:02) The B2B content trends Kortney & Katie are most excited about 

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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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
• 11:10 - “How to develop differentiated POV’s”
• 15:13 - “How competition impacts content strategy”
• 19:08 - The 3 steps to building your “brand”
• 20:56 - When to start an organic content strategy
• 29:14 - Creating content for sales objections
• 36:13 - Expert-driven SEO vs traditional SEO
• 41:41 - Early-stage startup marketing example

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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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 niche audience of career services professionals at universities.

Here’s what we covered:

• (0:00) Intro
• (2:38) Marketing drives demand
• (5:24) Create vs. capture demand with content
• (10:29) Meredith’s content strategy
• (13:14) Downloads and subscribers growth trends
• (18:07) The content platform that has had the biggest impact
• (20:19) How to do this as a 1 person content team
• (25:16) Being the face of your company’s content brand
• (29:35) How to measure content strategy success and ROI
• (33:05) How to know if this content strategy will work for you?
• (37:00) Creating effective CTA’s in your content
• (42:17) The people doing content well that Meredith is studying
• (46:26) The B2B content trends Meredith is most excited about

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Hatch is a video-first content production 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 learn more, go to hatch.fm.

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
• (44:43) - Who should help get the best content from the Thought Leader?
• (46:45) - Curating your LinkedIn feed
• (47:53) - The value and approach of newsletters
• (50:43) - Is X/Twitter still a viable channel for B2B?
• (54:01) The most important part of a content strategy

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Hatch is a video-first content production 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 learn more, go to hatch.fm.