How To Use LinkedIn To Drive Revenue In 2024 (with Chris Walker) 95% Content podcast

45:12

In this episode of 95% Content, Erik Jacobson (CEO of Hatch.fm) talks with Tony Milio (Multimedia Lead at Levels) about how they've built one of the most successful content strategies in the health space by focusing on educating a market that barely existed when they started. Levels has grown to 300,000 YouTube subscribers and achieved 3x subscriber growth and 2x viewership growth in just the last year by treating content as a "non-negotiable growth lever." Tony shares how they've created a YouTube-first content engine that generates hundreds of micro-content pieces from single shoots, and why they prioritize mission-driven content over algorithm optimization. Here’s what you'll learn in this episode: Levels' approach to building in public and transparency as content strategy Why content has been a "non-negotiable growth lever" since day one The YouTube-first content strategy that drives all multimedia efforts How one 5-hour shoot creates 100+ pieces of content over a year The "perennial platform" approach - why views will come eventually Measuring success beyond direct attribution and focusing on engagement YouTube tactics: thumbnail and title optimization for sustained growth Why they don't anchor on virality and focus on long-term consistency The importance of listening to audience feedback for content ideation Content remixing: how small modifications can create 10x better results Behavioral shifts vs. trends: focusing on platform evolution over viral moments Building 6-18 month relationships so prospects don't comparison shop Key Insight: Levels proves that when you're educating a market on something new (metabolic health), consistency and commitment matter more than viral moments. Their 4+ year content journey shows how patient, mission-driven content eventually builds an audience that trusts you as the category leader. – 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…

95% Content

1
The monday.com Content Strategy That Builds Trust With Future Buyers 42:55

28 days ago42:55

42:55

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 approach The 50/50 split between "in-market" and "95%" content strategies Monday Insights: A zero-click newsletter with 70%+ open rates The editorial process and team structure for executing newsletters Measuring success with content metrics Executive ghostwriting program: Matching writers with executives The Bottom Line: A video series for sales leaders that exceeded KPIs Why developing a TV series format for B2B content works Building trust with leadership before attempting "squishy" content Future 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…

95% Content

1
10 Timeless Content Marketing Principles (with Dave Gerhardt) 53:16

9 weeks ago53:16

53:16

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 else Being able to tell a clear, compelling story The power of simple messaging (like Drift's "No Forms" positioning) The importance of content feedback loops Building a memorable brand Entertainment vs. education content "Unscalable" content can create scalable word-of-mouth The advantage of showing up consistently with your content over time Being creative with your content rather than copying competitors Focusing deeply on one channel rather than trying to be everywhere Measuring 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…

95% Content

1
Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands) 49:53

16 weeks ago49:53

49:53

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 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…

95% Content

1
Using Content To Build Trust At Scale (with Content Marketing Lead @ Clari) 44:43

20 weeks ago44:43

44:43

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 scale The 3 content pillars: executives, corporate, and employees How Nehal operationalizes content with her team Building employees' personal brands through social media Leveraging cross-channel promotion for audience growth Measuring content success and its impact on pipeline Turning impressions into conversions with a balanced content mix TikTok and its potential for B2B marketing Prioritizing focus on platforms with bandwidth constraints The 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 .…

95% Content

1
Use This Content Team Playbook (with Head of Content @ Mutiny) 49:44

24 weeks ago49:44

49:44

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 team How to build repeatable content formats and styles Why "always-on" content is non-negotiable The importance of pairing campaigns with consistent content How Mutiny used a creative campaign to activate target accounts Measuring content success Why 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

1
A 10x Unlock: Messaging & POV’s (with Chris Walker) 46:23

27 weeks ago46:23

46:23

On today's episode, Chris Walker joins Erik to share a recent update he's made to his narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point. Listen to this episode to learn how to turn what you say (your message) into 10x growth. — Hatch is a video-first content agency that create video podcasts, video series, and short-form video content 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 .…

95% Content

1
30% of leads from this content strategy 47:55

37 weeks ago47:55

47:55

In this episode of 95% Content, Erik talks with Pete Lorenco (VP of Marketing at Pathfactory). Pete has built a content engine at Pathfactory that is intentionally designed to build trust and affinity with the 95% of buyers who are not in- market to buy (yet), so that when they are ready to buy, Pathfactory is one of the solutions that is already on their short-list to explore. Here’s what you’ll learn in this episode: Pete’s content strategy and philosophy Create content so good people would pay for it How to measure content How to maintain content consistency and momentum Pete’s LinkedIn playbook & learnings The B2B content trends Pete is most excited about __ Hatch is a video-first content 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. To learn more, go to hatch.fm .…

95% Content

1
How to use LinkedIn to drive revenue in 2024 (with Chris Walker) 53:02

39 weeks ago53:02

53:02

Today’s episode is a LinkedIn strategy masterclass with Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) covering exactly how to grow a B2B company in 2024 using LinkedIn. Chris’s LinkedIn playbook has driven tens of millions of dollars in pipeline and revenue over the last 5 years, and he has been one of the best B2B case studies in the world on how to create business results with LinkedIn over that time. The effectiveness of LinkedIn in B2B is as high as it’s ever been (and growing still) - not only to drive top-of-funnel awareness, but also in driving direct pipeline and revenue. If you’ve ever wondered how to use LinkedIn for your B2B company, this session with Erik and Chris will give you the blueprint. Here's what we covered: 0:00 - Intro 1:54 - Chris’s evolution on LinkedIn 3:44 - The LinkedIn Opportunity 6:46 - Designing your goals on LinkedIn 12:08 - Competing on LinkedIn 14:30 - The power of repetition 20:21 - How to measure success on LinkedIn 25:25 - The new LinkedIn video feed 31:02 - Chris’s daily posting process 34:09 - Personal profiles vs. Company profiles 37:35 - How to know what audience to target 42:23 - Content team structure 46:06 - LinkedIn for services companies 50:39 - Final thoughts __ Hatch is a video-first content agency that creates video podcasts, video series, and short-form video content 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 .…

95% Content

1
Turning $12K into $12M with content (Kyle Coleman, Copy.ai CMO) 49:28

40 weeks ago49:28

49:28

Kyle Coleman is the CMO of Copy.ai, and has turned $12K into $12M of pipeline using a content-first approach. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Kyle shares his category creation, positioning, and organic content playbook that they’ve used to create those results and be seen as a 1-of-1 solution in their highly competitive market of AI. __ 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. To learn more, go to hatch.fm .…

95% Content

1
Getting ClickUp to 200 million impressions per month (with Chris Cunningham, Head of Social) 52:04

41 weeks ago52:04

52:04

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. To learn more, go to hatch.fm .…

95% Content

1
Driving 80% of leads using this content playbook - with Erin May 46:45

43 weeks ago46:45

46:45

Over the last 7 years, Erin May has built a modern organic content engine at User Interviews that now accounts for 80% of all of their leads and pipeline. In this episode of 95% Content hosted by Erik Jacobson (CEO of hatch.fm), Erin shares her content playbook that is primarily designed to build affinity and trust with future buyers before they are ever in market for a solution like User Interviews (so that when they are in market, User Interviews is already their number one choice to explore). Here’s what we covered: 0:00 - Intro 02:42 - Customer acquisition channels 04:07 - Creating vs Capturing demand 08:45 - Erin’s 95% Content Playbook 15:21 - How to make sure your content works 22:22 - How to measure content success 26:47 - How to use CTA’s in content 28:54 - Company vs individual social accounts 32:30 - The platforms Erin is testing and experimenting with 35:12 - The content that is driving the most results 38:33 - The company doing content well that Erin is studying 42:48 - The B2B content trends Erin 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. To learn more, go to hatch.fm .…

95% Content

1
An elite B2B content team case study 48:34

44 weeks ago48:34

48:34

Kortney Harmon and Katie Jones are a perfect case study of how to design an effective B2B content team structure in 2024. Kortney is the Director of Industry Relations & Podcast Host at Crelate (an end-to-end staffing and recruiting software platform), and sits in the “Thought Leader” role. Katie is the Senior Content Marketing Manager, and sits in the “Content Architect” role. They teamed up two years ago, and have executed a content strategy designed to build trust and affinity with the 95% of potential Crelate buyers who are / were not in market looking for a solution *yet*. Their approach worked, and has resulted in massively growing the Crelate brand over that time. In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Kortney and Katie share how they’ve designed this content team structure, and their podcast, newsletter, organic social, and live and digital event playbook that has grown the Crelate brand into a recognized and sought after product in their industry over the last two years. Here’s what we covered: (0:00) Intro (3:55) Using a content + outbound strategy (08:36) “Content confetti” strategy (10:13) Crelate’s demand creation vs demand capture breakdown (12:35) Crelate’s “95% Content” playbook (16:25) Katie and Kortney’s daily content execution process (20:26) Crelate’s organic social strategy (25:25) The impact of content for Crelate (33:11) The relationship between organic + paid (38:07) The people & companies doing content well that Katie and Kortney are studying (44:02) The B2B content trends Kortney & Katie are 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. To learn more, go to hatch.fm .…

95% Content

1
How to use content to build brand - with Chris Walker 51:32

45 weeks ago51:32

51:32

Erik Jacobson (CEO @ Hatch.fm) and Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) do a content strategy live session where they answer questions and talk about how to create content that works in driving pipeline and building brand in B2B. Here's what was covered: 00:00 - Intro 2:23 - Why content is not just a marketing responsibility anymore 4:54 - Where and how to source content ideas 11:10 - “How to develop differentiated POV’s” 15:13 - “How competition impacts content strategy” 19:08 - The 3 steps to building your “brand” 20:56 - When to start an organic content strategy 29:14 - Creating content for sales objections 36:13 - Expert-driven SEO vs traditional SEO 41:41 - Early-stage startup marketing example ---- 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. To learn more, go to hatch.fm .…

95% Content

1
Use this B2B thought leadership content strategy (with Manuela Bárcenas) 45:30

47 weeks ago45:30