95% Content
Erik Jacobson from Hatch
95% Content is a show for B2B content teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win today is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.
You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.
No matter what you call it, the goal is the same.
You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.
We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.
Because the best way to win today is to already be on your buyers short-list the day they decide they need a solution.
On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.
Episodes
Mentioned books
16 snips
Jul 24, 2025 • 51min
Kandji’s $1B Content Anchor and Distribution Strategy
Sylvia LePoidevin, CMO at Kandji, shares her journey from joining the company as employee #4 to leading its billion-dollar marketing strategy. She discusses the critical shift from targeting the 5% of buyers to engaging the 95% who aren't ready yet. Explore how internal influencers can amplify brand presence, the importance of early-stage metrics, and why marketing hackathons can accelerate ideas into action. Sylvia highlights the need for simplicity in tracking and shares insights on how AI tools will shape the future of marketing.
18 snips
Jun 19, 2025 • 51min
How GTM Fund Uses Content to Win the Best Founders
Sophie Buonassisi, VP of Marketing at GTM Fund, shares her expertise on building a robust content strategy that helps attract top founders seeking investment. She discusses the philosophy of viewing capital as a commodity and focuses on go-to-market expertise. Sophie emphasizes the importance of establishing relationships early and balancing engaging content with brand relevance. The conversation also dives into multi-channel strategies, leveraging YouTube for evergreen content, and the transformative role of data in understanding audience engagement.
21 snips
May 28, 2025 • 45min
How Levels Grew an Audience of 300K YouTube Subscribers (Who See Them as THE Solution)
Tony Milio, Multimedia Lead at Levels, shares insights on transforming YouTube into a powerhouse, amassing 300K subscribers by prioritizing educational content on metabolic health. He reveals the secret of creating 100+ content pieces from a single video shoot, emphasizing the importance of transparency and audience engagement. Milio highlights the value of optimizing thumbnails and titles for sustained growth while focusing on long-term consistency instead of chasing virality. Their innovative strategy aims to build trust and address the growing concerns around prediabetes.
7 snips
May 5, 2025 • 43min
The monday.com Content Strategy That Builds Trust With Future Buyers
Yael Miller, Director of Content Marketing at monday.com, shares her journey of building a content team from scratch. She discusses their unique approach to engaging with the 95% of potential buyers who aren’t actively looking for solutions. Topics include the successful Monday Insights newsletter, their executive ghostwriting program, and the balance between creativity and analytics in content marketing. Yael emphasizes the importance of building trust with future customers and experimenting with new content formats to maintain brand awareness.
21 snips
Mar 31, 2025 • 53min
10 Timeless Content Marketing Principles (with Dave Gerhardt)
Dave Gerhardt, Founder of Exit Five and content marketing guru, dives into timeless content principles that withstand the test of time. He stresses the importance of truly knowing your audience and crafting relatable stories. Gerhardt emphasizes simplicity in messaging, the impact of consistent content, and the value of creative approaches over imitation. He advocates for addressing real customer needs and building authentic connections, highlighting that 'unscalable' content can lead to powerful word-of-mouth.
14 snips
Feb 13, 2025 • 50min
Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)
John Bonini, founder of Content Brands, sheds light on the evolution of B2B content marketing. He discusses the dire consequences of relying on undifferentiated content, especially with the rise of AI. John emphasizes the need to treat content like a product and integrate audience feedback for trust-building. He articulates the importance of an interconnected content ecosystem and shares successful examples from companies like SparkToro and Buffer. Listeners will discover innovative strategies that create genuine connections and foster brand loyalty.
19 snips
Jan 14, 2025 • 45min
Using Content To Build Trust At Scale (with Content Marketing Lead @ Clari)
Nehal Tenany, Content Marketing Lead at Clari and a specialist in B2B content strategies, shares her insights on building trust at scale. She discusses the importance of aligning content with business goals and creating demand through engaging strategies. Nehal emphasizes the power of employee-driven content and personal branding on social media. She also explores the potential of TikTok for B2B marketing and the evolving role of content marketers in a creator-driven, AI-enhanced landscape. Measuring success and optimizing audience growth are key takeaways!
19 snips
Dec 13, 2024 • 50min
Use This Content Team Playbook (with Head of Content @ Mutiny)
Stewart Hillhouse, Head of Content at the B2B powerhouse Mutiny, dives into the transformative role of AI in content creation. He reveals the three essential roles for an AI-driven team and the significance of consistent, 'always-on' content. Hillhouse shares insights on innovative campaign strategies, including a successful personalized marketing tactic. He also emphasizes measuring content success and discusses how maintaining a balance between creativity and automation can drive B2B marketing effectiveness in a competitive landscape.
36 snips
Nov 26, 2024 • 46min
A 10x Unlock: Messaging & POV’s (with Chris Walker)
Chris Walker, CEO of Passetto, shares his revolutionary approach to messaging and POVs that led to unprecedented growth in October. He emphasizes the crucial role of CEOs in shaping their company's content strategy and adapting messaging to resonate with customer needs. Walker critiques conventional ROI metrics, advocating for a holistic view of marketing performance. He also highlights the importance of impactful content and customer feedback, urging B2B leaders to focus on long-term strategies for sustained success.
19 snips
Sep 16, 2024 • 48min
30% of leads from this content strategy
In this conversation, Pete Lorenco, the VP of Marketing at Pathfactory, shares his vision of creating a content engine that builds trust with potential buyers long before they're ready to purchase. He discusses the importance of crafting high-value, engaging content that people would pay for and leveraging platforms like LinkedIn for effective distribution. Pete highlights the shift towards authenticity in storytelling and the importance of learning from feedback to refine strategies. He also taps into emerging B2B content trends and the potential of video content.
