Meredith Metsker’s content playbook at uConnect has driven a 40% increase in booked discovery calls over the last 18 months.
In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Meredith shares their community, podcast, newsletter and organic social playbook that has created an incredible amount of demand for uConnect’s all-in-one virtual career center platform, and with their niche audience of career services professionals at universities.
Here’s what we covered:
- (0:00) Intro
- (2:38) Marketing drives demand
- (5:24) Create vs. capture demand with content
- (10:29) Meredith’s content strategy
- (13:14) Downloads and subscribers growth trends
- (18:07) The content platform that has had the biggest impact
- (20:19) How to do this as a 1 person content team
- (25:16) Being the face of your company’s content brand
- (29:35) How to measure content strategy success and ROI
- (33:05) How to know if this content strategy will work for you?
- (37:00) Creating effective CTA’s in your content
- (42:17) The people doing content well that Meredith is studying
- (46:26) The B2B content trends Meredith 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.