{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"95% Content","title":"Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)","html":"","width":"100%","height":180,"duration":3106,"description":"Jess Cook is building a marketing engine at Vector with a team of two. They're creating a new category, driving 99% inbound growth, and doing it almost entirely through content.\nIn this episode, Jess walks through the systems behind everything - from hiring people with built-in audiences to the moment she realized their podcast felt like an infomercial and scrapped it 8 days before launch. She introduces the \"repurposing multiplier,\" a metric she created to prove their first episode reached 46 times more people through clips than the full video ever could.\nThis is what content-led growth looks like when you can't outspend competitors, when nobody knows your category exists yet, and when every decision has to count.\nKey topics covered:\n\n[00:00] Intro\n[03:42] Vector's $45K Ad Budget Strategy\n[05:26] Building Category Awareness While Growing Brand\n[09:05] Hiring People With Audiences for Growth\n[12:50] Founder-Led Content Systems and Workflows\n[16:27] Playing Personas on LinkedIn for Engagement\n[20:35] Measuring Brand Success Without Direct Attribution\n[26:54] Video-First Content Strategy Decision\n[28:42] Scrapping 4 Weeks of Work for Better Ideas\n[34:23] Differentiation in Competitive Content Categories\n[38:49] The 46x Repurposing Multiplier Metric\n[41:41] Shadow Subscribers and Content Format Preferences\n[44:14] Building Sustainable Content with Mini Segments\n[47:22] Hiring for Growth and B2B Mascot Trends\n––\nThis episode is brought to you by Hatch.\nHatch is a video-first content 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.\nTo see how we can help your company, go to https://hatch.fm.","thumbnail_url":"https://img.transistorcdn.com/UUCEZC_17ePo_hwOZPlHuTCzYFoG4EgdS9P9ySnvtNY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hYTE5/ODkxYzhlMDYwODg3/ZDRjYzVjOTlhNDE5/YTczYi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}