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.