Chelsea Castle joins Erik Jacobson on 95% Content to share how Close.com is transforming their 12-year-old content strategy to build trust and affinity with the 95% of buyers not yet in market.
After inheriting what she calls a "hoarded house" of content from Close's history, Chelsea has spent the past year rebuilding their content approach around two core principles: 1) treating content as a product, and 2) creating memorable, magical moments. She reveals how bringing back founder Steli Efti's content presence after years away helped put Close back on the map for many potential buyers.
Here’s what you’ll learn in this episode:
- Close's content transformation from SEO volume to brand building
- Content as a product philosophy
- Creating memorable vs. forgettable content
- Building connection before conversion
- Leveraging people for content distribution
- Customer creator program development
- Measuring content
- LinkedIn ecosystem approach
- The Steli comeback series strategy
- Series-based content for driving action
- B2B SaaS shows vs. video series
- Building audience relationships through episodic content
- Content and brand alignment
- AI's impact on content differentiation
- Time to Talk experiment
- Vibe coding mini experiments
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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.
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.