95% Content

Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) do a content strategy live session where they answer questions and talk about how to create content that works in driving pipeline and building brand in B2B.

Here's what was covered:
  • 00:00 - Intro
  • 2:23 - Why content is not just a marketing responsibility anymore
  • 4:54 - Where and how to source content ideas
  • 11:10 - “How to develop differentiated POV’s”
  • 15:13 - “How competition impacts content strategy”
  • 19:08 - The 3 steps to building your “brand”
  • 20:56 - When to start an organic content strategy
  • 29:14 - Creating content for sales objections
  • 36:13 - Expert-driven SEO vs traditional SEO
  • 41:41 - Early-stage startup marketing example
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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.

To learn more, go to hatch.fm.

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.