{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"95% Content","title":"The Museum Analogy Behind Rippling's Multi-Persona Content Strategy (w/ Regina Baumgartner, Head of Content)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/87cb8637\"></iframe>","width":"100%","height":180,"duration":2502,"description":"Erik Jacobson sits down with Regina Baumgartner, Head of Content at Rippling, to explore how she manages content strategy across a complex multi-persona audience spanning HR, finance, IT, and startup teams. Regina shares the museum analogy that reframed how her team thinks about content creation and distribution: social media as street art, content series as curated exhibits, and community membership as the ultimate conversion goal.\nThe conversation gets into what it actually takes to scale content for a compound startup, how Regina balances subscriber growth metrics with qualitative signals from community interviews, and how AI fits into a production process without killing the creative work.\nKey topics covered:\n[00:00] Intro\n[02:46] 95% versus 5% content strategy\n[04:08] Museum analogy for content vision\n[08:31] Content planning process and workflow\n[12:39] Series-based content strategy benefits\n[17:29] Pod structure for multi-persona teams\n[21:03] Cross-pollination through show and tell\n[23:38] Measuring content success with dashboards\n[26:01] Anecdotal evidence and qualitative feedback\n[30:50] Spy trailer webinar promotion tactic\n[32:34] AI-powered call scripts for BDRs\n[35:36] Getting to ground level with data\n[39:15] Studying Gong and Notion content\n—\nThis episode is brought to you by Hatch.\nHatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at 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}