95% Content

CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content). Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure. This is a tactical, honest look at what content looks like when brand, demand, and trust all work together.Key topics covered:[00:00] Intro[03:53] Build in Public Philosophy[05:32] Seven Demand Gen Channels[08:37] Leveraging External Expertise for Content[11:47] Hiring Subject Matter Expert Creators[16:31] Marketing Role Positioning Strategy[21:13] Market Maturity and Budget Framework[26:42] Audience Research and Platform Selection[29:21] Avengers Employee Advocacy Strategy[34:57] Incentivizing Employee Content Creation[38:59] Content Attribution and Measurement[44:57] TikTok Strategy for B2B[48:30] Brand Standpoint Development[51:45] Platform Evolution and Opportunities–– This episode is brought to you by Hatch.Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

In this engaging conversation, Jamie Pagan, Director of Brand and Content at Dealfront, shares insights from his journey in building a dynamic content engine. He discusses addressing the brand lag issue, achieving 20% growth in branded search, and the innovative Playbooks that drove 130% monthly growth in search impressions. Jamie introduces the 'Teach, Show, Grow' framework and explains the importance of layered metrics. He emphasizes the role of top-funnel video content and the need for broad distribution across platforms to engage the majority of out-of-market buyers.

Kevin Davis, Senior Director of Brand Marketing at Typeform, and Kay-Kay Clapp, Head of Content and Social, share their innovative approach to content strategy. They emphasize the shift from traditional SEO to a 95/5 model that prioritizes future buyers. The duo discusses the power of first-person storytelling, influencer partnerships, and proprietary research. They argue that distinct creativity, influenced by diverse fields like fashion and reality TV, will set brands apart as AI commoditizes formulaic content.

Sam Balter, Head of Content at Wistia, dives into the art of creating enduring content. He reveals how Wistia transforms a single video shoot into over 100 marketing assets, optimizing long-term engagement. Balter discusses the importance of measurement beyond immediate funnels and why high-quality guides outperform basic PDFs. He champions a video-first approach, predicts a future of hybrid marketing teams, and emphasizes the need for memorable content containers. His insights on leveraging pre-recorded webinars for lasting impact are particularly eye-opening.

Chelsea Castle, who leads content and brand at Close.com, shares her insights on transforming B2B content strategies. She discusses how treating content as a product can foster trust and connection with potential buyers. Chelsea highlights the significance of creating memorable moments, leveraging loyal customers as authentic advocates, and measuring content impact on platforms like LinkedIn. With practical tips on mini-experiments and building community through episodic content, she emphasizes the role of genuine engagement in modern marketing.

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.

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.

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.

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.

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.