95% Content
Erik Jacobson from Hatch
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 today 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.
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 today 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.
Episodes
Mentioned books
Jun 20, 2024 • 56min
“Surround sound” your market using content - with Sam Kuehnle
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.
15 snips
Jun 14, 2024 • 58min
How to build a content engine for Dark Social - with Chris Walker
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.
Jun 12, 2024 • 2min
Introducing: 95% Content
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.
