
95% Content
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 in 2024 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.
Latest episodes

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.

11 snips
Sep 3, 2024 • 53min
How to use LinkedIn to drive revenue in 2024 (with Chris Walker)
Chris Walker, CEO at Passetto, and Erik Jacobson, CEO at Hatch.fm, share invaluable insights on mastering LinkedIn for driving B2B revenue in 2024. They discuss Chris's impressive LinkedIn journey, the enormous potential of the platform, and practical goal-setting for success. The duo emphasizes the power of repetitive engagement and the impact of video content. They also provide strategies for personal versus company profiles and effective content structuring to optimize audience targeting and sales coaching.

12 snips
Aug 23, 2024 • 49min
Turning $12K into $12M with content (Kyle Coleman, Copy.ai CMO)
Kyle Coleman, CMO of Copy.ai, transformed a $12,000 investment into a staggering $12 million by leveraging a content-first strategy. He shares insights on building trust with potential buyers and the crucial role of AI in sales and marketing. The conversation delves into tailoring content for different customer segments and crafting a unified go-to-market approach. Coleman also discusses enhancing content creation workflows through AI while maintaining quality, highlighting the evolution of content marketing toward more creative, human-centered efforts.

Aug 16, 2024 • 52min
Getting ClickUp to 200 million impressions per month (with Chris Cunningham, Head of Social)
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 - Intro0:58 - ClickUp’s overall social strategy3:38 - ClickUp’s Creating vs Capturing demand7:05 - Chris’s social team structure and approach15:31 - Chris’s formula for success on social18:21 - Short-form video VS. Long-form video22:49 - ClickUp brand accounts VS thought leader accounts26:56 - How to start a modern content-first strategy31:32 - The ideal content studio and recording setup34:17 - How to hire a Creator for your B2B company40:08 - The relationship between organic + paid43:14 - How to measure content success?48:23 - The B2B content trends Chris is most excited about__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.

Aug 7, 2024 • 47min
Driving 80% of leads using this content playbook - with Erin May
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 - Intro02:42 - Customer acquisition channels04:07 - Creating vs Capturing demand08:45 - Erin’s 95% Content Playbook15:21 - How to make sure your content works22:22 - How to measure content success26:47 - How to use CTA’s in content28:54 - Company vs individual social accounts32:30 - The platforms Erin is testing and experimenting with35:12 - The content that is driving the most results38:33 - The company doing content well that Erin is studying42:48 - The B2B content trends Erin is most excited about__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.
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