95% Content

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.

Welcome to 95% Content, a show for B2B content marketers and 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 marketingDemand creationBrand marketingDark socialZero-click contentNo 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 socialShort-form videoPodcastingYouTubeNewslettersWebinarsAnd communitiesBecause 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.