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.

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!

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.

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.

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.

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.

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.

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.

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.

Kortney Harmon, Director of Industry Relations & Podcast Host at Crelate, and Katie Jones, Senior Content Marketing Manager specializing in content architecture, dive into the intricacies of building a successful B2B content team. They discuss their unique content strategy that focuses on nurturing relationships and building trust with potential buyers. The duo highlights the importance of personal branding on LinkedIn, the balance between authenticity and competitive research, and how genuine connections can drive engagement in a digital landscape.