Over the last 7 years, Erin May has built a modern organic content engine at User Interviews that now accounts for 80% of all of their leads and pipeline.
In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Erin shares her content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like User Interviews (so that when they are in market, User Interviews is already their number one choice to explore).
Here’s what we covered:
- 0:00 - Intro
- 02:42 - Customer acquisition channels
- 04:07 - Creating vs Capturing demand
- 08:45 - Erin’s 95% Content Playbook
- 15:21 - How to make sure your content works
- 22:22 - How to measure content success
- 26:47 - How to use CTA’s in content
- 28:54 - Company vs individual social accounts
- 32:30 - The platforms Erin is testing and experimenting with
- 35:12 - The content that is driving the most results
- 38:33 - The company doing content well that Erin is studying
- 42:48 - The B2B content trends Erin is most excited about
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Hatch is a video-first content production 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.
What is 95% Content?
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 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.