As the Head of Social at ClickUp, Chris Cunningham set one goal for himself this year of getting ClickUp to 200 million impressions per month across all social platforms.
So far, they are halfway there with 100 million impressions per month, and their success has come from doing the exact opposite of all the normal social marketing “best practices”.
In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Chris shares his social content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like ClickUp (so that when they are in market, ClickUp is already their number one choice to explore).
Here’s what you’ll learn in this episode:
- 0:00 - Intro
- 0:58 - ClickUp’s overall social strategy
- 3:38 - ClickUp’s Creating vs Capturing demand
- 7:05 - Chris’s social team structure and approach
- 15:31 - Chris’s formula for success on social
- 18:21 - Short-form video VS. Long-form video
- 22:49 - ClickUp brand accounts VS thought leader accounts
- 26:56 - How to start a modern content-first strategy
- 31:32 - The ideal content studio and recording setup
- 34:17 - How to hire a Creator for your B2B company
- 40:08 - The relationship between organic + paid
- 43:14 - How to measure content success?
- 48:23 - The B2B content trends Chris is most excited about
__
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.