95% Content

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.

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.

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.

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.

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.