The monday.com Content Strategy That Builds Trust With Future Buyers
In this episode of 95% Content, Erik Jacobson talks with Yael Miller (Director of Content Marketing at monday.com) about how they've built a content strategy designed to build trust with the 95% of potential buyers who aren't actively looking for a solution yet. Yael joined monday.com when there was no content team and has since grown it to a team of 20 content marketers. She shares several successful content initiatives that have helped monday.com grow its brand awareness and maintain relationships with potential customers long before they're ready to buy.Here’s what Erik and Yael discuss in this episode:Yael's role and monday.com's content approachThe 50/50 split between "in-market" and "95%" content strategiesMonday Insights: A zero-click newsletter with 70%+ open ratesThe editorial process and team structure for executing newslettersMeasuring success with content metricsExecutive ghostwriting program: Matching writers with executivesThe Bottom Line: A video series for sales leaders that exceeded KPIsWhy developing a TV series format for B2B content worksBuilding trust with leadership before attempting "squishy" contentFuture experiments: Print materials and analog experiences–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
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10 Timeless Content Marketing Principles (with Dave Gerhardt)
In this episode of 95% Content, Erik Jacobson welcomes back Dave Gerhardt (Founder of Exit Five) to discuss timeless content and marketing principles that never change, even as technology and trends change.Here’s the topics and principles Erik and Dave discuss in this episode:Knowing your customer and audience better than anyone elseBeing able to tell a clear, compelling storyThe power of simple messaging (like Drift's "No Forms" positioning)The importance of content feedback loopsBuilding a memorable brandEntertainment vs. education content"Unscalable" content can create scalable word-of-mouthThe advantage of showing up consistently with your content over timeBeing creative with your content rather than copying competitorsFocusing deeply on one channel rather than trying to be everywhereMeasuring what matters-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
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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 AIHow to create truly differentiated contentWhy starting with internal expertise and perspectives is crucialThe importance of treating content like a productHow to measure content success beyond traditional metricsWhy content should be an ecosystem rather than siloed channelsThe value of content-based referrals and trust buildingHow to structure content teams and programs for successThe future of B2B content with the rise of creatorsExamples of companies doing differentiated content well–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
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49:53
Using Content To Build Trust At Scale (with Content Marketing Lead @ Clari)
In this episode, Erik Jacobson talks with Nehal Tenany (Content Marketing Lead @ Clari) about her B2B content playbooks to grow an audience on social, create demand using content, align content with business goals, and activate employee-driven content.Here’s what you’ll learn in this episode:Clari’s content strategy: building trust at scaleThe 3 content pillars: executives, corporate, and employeesHow Nehal operationalizes content with her teamBuilding employees' personal brands through social mediaLeveraging cross-channel promotion for audience growthMeasuring content success and its impact on pipelineTurning impressions into conversions with a balanced content mixTikTok and its potential for B2B marketingPrioritizing focus on platforms with bandwidth constraintsThe future of the Content Marketer role in a creator-driven + AI world__This episode is brought to you by Hatch.Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. To learn more, go to https://hatch.fm.
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Use This Content Team Playbook (with Head of Content @ Mutiny)
In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Stewart Hillhouse (Head of Content at Mutiny).Stewart shares strategies for using AI to make content creation faster and more efficient without sacrificing quality. He also shares the exact content playbook they are using at Mutiny that has helped build their brand into one of the most well known companies in B2B.Here’s what you’ll learn in this episode:The 3 key roles for an AI-driven content teamHow to build repeatable content formats and stylesWhy "always-on" content is non-negotiableThe importance of pairing campaigns with consistent contentHow Mutiny used a creative campaign to activate target accountsMeasuring content successWhy content is still the most effective way to scale B2B marketing -------95% Content is brought to you by Hatch.Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.
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.
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