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.

95% Content is a business podcast hosted by Unknown Host, with 43 episodes on record and a Required Pod Score of 80.

Unknown Host hosts 95% Content, a business show with 43 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

• 

  Episode #43

  [Best Of] Use This B2B Thought Leadership Content Strategy (with Manuela Bárcenas)

  Sep 3, 202646 min

  This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one. What started out as mostly an SEO-optimized article writing strategy to rank on Google, has now evolved into also including a heavy emphasis on modern content marketing for the 95% of buyers who are not actively looking for a solution yet (but are scrolling LinkedIn, listening to podcasts, reading newsletters, watching YouTube videos, and attending webinars that can help them level up their careers). In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Manuela shares their podcast, newsletter, webinar, and organic social playbook that has earned them trust with future buyers, a 30% increase in followers on LinkedIn, and pipeline and revenue growth that proves the ROI of this modern content-first strategy. Here’s what we covered: (0:00) Intro (3:35) Fellow’s GTM strategy: marketing-led vs sales-led (06:28) Fellow’s demand creation vs demand capture breakdown (09:40) Manuela’s "95% Content" playbook (13:48) Which content is having the biggest impact for them? (18:45) Fellow’s LinkedIn strategy (21:39) The ROI of a content-first strategy (29:33) Ways to promote your podcast (35:29) How to get leadership buy-in to a content-first strategy (39:08) The companies doing content well that Manuela is studying (41:35) The B2B content trends Manuela is most excited about — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  ListenShow Notes
• 

  Episode #42

  [Best Of] Getting ClickUp to 200 million impressions per month (with Chris Cunningham, Head of Social)

  Aug 20, 202652 min

  This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. 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 — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  ListenShow Notes
• 

  Episode #41

  [Best Of] How GTM Fund Uses Content to Win the Best Founders

  Aug 6, 202651 min

  This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. In this episode of 95% Content, Erik Jacobson (CEO of hatch.fm) talks with Sophie Buonassisi (VP of Marketing at GTM Fund) about how they've built a content strategy that positions them as the #1 choice for founders seeking funding. GTM Fund operates on the thesis that "capital is commodity" - the real differentiator is go-to-market expertise. Sophie shares how they've leveraged this positioning into a content engine that builds relationships with founders 12-18 months before they're ready to raise capital, ensuring GTM Fund is top-of-mind when funding decisions are made. Sophie also reveals how they reacquired Sales Hacker (which their GP originally founded and sold to Outreach) and rolled it into their media brand GTM Now, creating a full-circle moment that accelerated their content strategy. Here’s what you’ll learn in this episode: GTM Fund's "capital is commodity" thesis and operator-led differentiation Why content has been part of their DNA since day one (not just tacked on) Their 95% content philosophy: building trust before founders are in-market How they balance tactical GTM content with subtle brand reinforcement The "intentional attention" approach - quality over broad reach Multi-channel content strategy: newsletter, podcast, events, and social Why email distribution drove 17% immediate increase in podcast listenership The repurpose-then-optimize strategy for expanding to new channels YouTube as both distribution channel and search engine for evergreen content Growth tactics: podcast directory optimization, ecosystem partnerships, and ratings strategies Setting content KPIs based on TAM, not broad vanity metrics Working with busy executives: time-blocking and enablement strategies The ecosystem approach to content partnerships and distribution Why creativity will become the key differentiator as AI handles production tasks Key Insight: GTM Fund proves that when you have a strong company thesis (go-to-market is the remaining moat), you can build that differentiation directly into your content strategy. Instead of generic VC content, they focus on tactical, "real talk" GTM execution that serves their audience while reinforcing their unique value proposition. Their success comes from treating content as a "reverse funnel" - casting wide with valuable content, narrowing to subscriber capture, then expanding back out with additional resources and ecosystem connections. — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  ListenShow Notes
• 

  Episode #40

  [Best Of] “Surround Sound” Your Market Using Content (with Sam Kuehnle, VP of Marketing at Loxo)

  Jul 23, 202656 min

  This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. 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. 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 — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  ListenShow Notes
• 

  Episode #39

  [Best Of] Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)

  Jul 9, 202650 min

  This is one of our favorite episodes from the archive. If you missed it the first time, now's your chance. If you've heard it before, it's worth another listen. 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 — This episode is brought to you by Hatch. Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.

  ListenShow Notes

Based on semantic analysis of episode topics and host coverage, this show is a strong guest fit for executives in:

Industry fit is computed by PitchCentric using vector embeddings of the show's episode catalog.