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.

Driving 80% of leads using this content playbook - with Erin May