95% Content

Kevin Davis and Kay-Kay Clapp from Typeform joined Erik Jacobson to share how they have shifted away from traditional SEO blog posts towards a 95/5 content strategy approach that is designed to reach future buyers before they're ever actively looking for a solution. 
They explain their use of first-person storytelling, influencer partnerships, and proprietary research, and how they got buy-in from leadership on the value of a 95/5 content strategy (and the value of brand marketing). 
Here’s what you’ll learn in this episode:
  • Stop obsessing over content formats and focus on where your buyers actually are
  • Focus on one ICP deeply rather than spreading across multiple personas
  • Build owned audiences as your North Star instead of chasing perfect attribution
  • Treat influencers and employees as brand extensions to reach audiences where trust already exists
  • Partner your content team with paid teams - their best ads often come from your content assets
  • Look outside B2B to fashion, D2C, and reality TV for inspiration that actually makes people engage
  • AI makes formulaic content worthless, forcing differentiation through human creativity and weirdness
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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.