Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)

In this episode of 95% Content, Erik Jacobson talks with John Bonini (Founder of Content Brands) about how B2B companies can create truly differentiated content that builds trust and affinity with their audience. 

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

• The problem with undifferentiated content in B2B and why it's getting worse with AI
• How to create truly differentiated content
• Why starting with internal expertise and perspectives is crucial
• The importance of treating content like a product
• How to measure content success beyond traditional metrics
• Why content should be an ecosystem rather than siloed channels
• The value of content-based referrals and trust building
• How to structure content teams and programs for success
• The future of B2B content with the rise of creators
• Examples of companies doing differentiated content well

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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.