Dealfront's video series strategy to win the 95% not in-market yet

In this episode of 95% Content, Erik Jacobson talks with Jamie Pagan (Director of Brand and Content at Dealfront) about how he built a content engine from nearly scratch in just over a year. When Jamie joined Dealfront, he identified a "brand lag" problem. 

They were getting millions of organic search impressions, but only a fraction of those people actually knew who Dealfront was. The solution was building a content strategy focused on the 95% of buyers not in-market yet.

Here’s what you’ll learn in this episode:

• The overall content strategy driving 20% year-over-year growth in branded search for Dealfront
• The Dealfront playbook of using multiple video series (and their own streaming platform) designed to capture attention and affinity with the 95%
• The “Teach, Show, Grow” framework Dealfront uses to guide their content strategy
• How to track layered metrics to prove content success
• Why Dealfront's “Playbooks” drove 130% month-on-month growth in search impressions and 4x higher conversion than their blog
• How a third of “Playbook” readers are existing customers (vs 5% for blog), making it a strong retention and activation play as well
• How to build SOPs and templates to scale content production sustainably

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This episode is brought to you by Hatch.

Hatch is a video-first content agency that creates short-form video content, video podcasts, and YouTube videos for B2B companies who want to run an efficient content engine and be seen as the #1 choice to future buyers.

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 today 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.