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95% Content
“Surround sound” your market using content - with Sam Kuehnle
Jun 20, 2024
Sam Kuehnle, VP of Marketing at Loxo, leads innovative marketing in a competitive talent intelligence space. He shares his '95% content' philosophy, focusing on building buyer trust through informative content rather than traditional ads. Discover how Loxo's unique LinkedIn strategy and their podcasting approach have driven record growth. Sam also discusses the importance of authentic leadership on social media and adapting to consumer behavior, offering insights on measuring content success and the power of a well-structured content ecosystem.
55:31
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Quick takeaways
- Sam Kuehnle emphasizes the importance of targeting the '95%' of potential buyers to establish trust before they enter the market.
- Creating a diverse content ecosystem, including podcasts, videos, and social media, is crucial for engaging audiences throughout their buyer's journey.
Deep dives
Engaging the 95% of Buyers
The discussion emphasizes the necessity to target the majority of potential buyers who are currently out of the market, often referred to as the '95%.' This approach stems from the understanding that direct competition with established companies, heavily funded and marketing-driven, is not sustainable. Instead, the objective is to create visibility, trust, and authority among these buyers before they begin their purchasing journey. By establishing a relationship with this 95%, brands can position themselves as the preferred choice when these potential buyers finally enter the market.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode