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

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