Kortney Harmon and Katie Jones are a perfect case study of how to design an effective B2B content team structure in 2024.
Kortney is the Director of Industry Relations & Podcast Host at Crelate (an end-to-end staffing and recruiting software platform), and sits in the “Thought Leader” role.
Katie is the Senior Content Marketing Manager, and sits in the “Content Architect” role.
They teamed up two years ago, and have executed a content strategy designed to build trust and affinity with the 95% of potential Crelate buyers who are / were not in market looking for a solution *yet*.
Their approach worked, and has resulted in massively growing the Crelate brand over that time.
In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Kortney and Katie share how they’ve designed this content team structure, and their podcast, newsletter, organic social, and live and digital event playbook that has grown the Crelate brand into a recognized and sought after product in their industry over the last two years.
Here’s what we covered:
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3:55) Using a content + outbound strategy
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08:36) “Content confetti” strategy
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10:13) Crelate’s demand creation vs demand capture breakdown
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12:35) Crelate’s “95% Content” playbook
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16:25) Katie and Kortney’s daily content execution process
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20:26) Crelate’s organic social strategy
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25:25) The impact of content for Crelate
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33:11) The relationship between organic + paid
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38:07) The people & companies doing content well that Katie and Kortney are studying
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44:02) The B2B content trends Kortney & Katie are 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.