95% Content

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.

Chris Walker, CEO of Passetto and Chairman at Refine Labs, shares insights on the evolving landscape of content strategy in B2B. He discusses why content creation should involve more than just the marketing team, emphasizing collaboration with sales. The conversation covers how to develop unique perspectives, address sales objections with tailored content, and the critical role of SEO. Listeners will also learn about leveraging both internal and external talents to enhance project outcomes and the significance of urgency in demand generation.

Manuela Bárcenas, Head of Marketing at Fellow.app, reveals the secrets behind the company's impressive growth fueled by a robust content strategy. She discusses how they transitioned from basic SEO articles to a modern approach targeting buyers not actively searching for solutions. Manuela details their effective use of podcasts, newsletters, and webinars to build trust and drive engagement. She also shares insights on LinkedIn strategies, the ROI of content-first approaches, and the evolving landscape of B2B marketing with a focus on AI.

Meredith Metsker, a content strategist at uConnect, has revolutionized how discovery calls are booked, seeing a remarkable 40% increase. She dives into how she constructs a content ecosystem that drives demand while emphasizing authenticity and community engagement. Meredith shares insights on crafting effective CTAs, leveraging platforms like LinkedIn, and being the face of her company's brand. Learn about her approaches to measuring success and the exciting B2B content trends she’s studying as a one-person content team.

Dave Gerhardt, founder of Exit Five, and Erik Jacobson, founder of Hatch.fm, explore the power of a B2B content flywheel. They dive into building effective content strategies, emphasizing feedback and collaboration. Discover how to create engaging content for platforms like LinkedIn and the value of newsletters in driving community engagement. The duo also discusses the evolving role of social media in B2B marketing, pondering whether X/Twitter remains relevant. Join them for actionable insights to elevate your content game!

Sam Kuehnle, VP of Marketing at Loxo, leads innovative marketing in a competitive talent intelligence space. He shares his '95% content' philosophy, focusing on building buyer trust through informative content rather than traditional ads. Discover how Loxo's unique LinkedIn strategy and their podcasting approach have driven record growth. Sam also discusses the importance of authentic leadership on social media and adapting to consumer behavior, offering insights on measuring content success and the power of a well-structured content ecosystem.

Chris Walker is the CEO of Passetto and Chairman of Refine Labs, while Erik Jacobson is the CEO of Hatch. They dive into building a content engine tailored for Dark Social in 2024. Key discussions include how organic social media drives marketing success, the advantages of live events for boosting engagement, and effective content creation strategies. They also explore using AI to streamline the content process and emphasize the importance of companies creating their own podcasts for brand visibility.