{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"95% Content","title":"The Content Strategy That Took lemlist to $40M ARR","html":"","width":"100%","height":180,"duration":3193,"description":"CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content).\nDomi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure.\nThis is a tactical, honest look at what content looks like when brand, demand, and trust all work together.\nKey topics covered:\n[00:00] Intro\n[03:53] Build in Public Philosophy\n[05:32] Seven Demand Gen Channels\n[08:37] Leveraging External Expertise for Content\n[11:47] Hiring Subject Matter Expert Creators\n[16:31] Marketing Role Positioning Strategy\n[21:13] Market Maturity and Budget Framework\n[26:42] Audience Research and Platform Selection\n[29:21] Avengers Employee Advocacy Strategy\n[34:57] Incentivizing Employee Content Creation\n[38:59] Content Attribution and Measurement\n[44:57] TikTok Strategy for B2B\n[48:30] Brand Standpoint Development\n[51:45] Platform Evolution and Opportunities\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}