“Surround sound” your market using content - with Sam Kuehnle

Sam Kuehnle is the VP of Marketing at Loxo, a talent intelligence platform that competes with hundreds of well funded competitors who are all spending millions of dollars bidding on Google search terms.

Sam knew he could win with a different approach - by creating content that builds awareness, trust, and affinity with buyers before they ever went to Google.

In this episode hosted by Erik Jacobson (CEO of Hatch), Sam shares their organic social, podcast, and video playbook that has powered Loxo to 8 consecutive record-breaking quarters of revenue and pipeline growth.

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Here’s what we covered:

(4:17) Sam’s 95% content philosophy
(11:58) Sam’s podcast engine playbook
(24:30) Loxo’s 3 phase LinkedIn strategy
(34:54) How to power your Founder’s social content
(42:32) Loxo’s YouTube and video learnings
(49:29) How Sam measures the success of content
(55:00) The company Sam is studying for social and content right now

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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.

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 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.