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
