Jess Cook is building a marketing engine at Vector with a team of two. They're creating a new category, driving 99% inbound growth, and doing it almost entirely through content.
In this episode, Jess walks through the systems behind everything - from hiring people with built-in audiences to the moment she realized their podcast felt like an infomercial and scrapped it 8 days before launch. She introduces the "repurposing multiplier," a metric she created to prove their first episode reached 46 times more people through clips than the full video ever could.
This is what content-led growth looks like when you can't outspend competitors, when nobody knows your category exists yet, and when every decision has to count.
Key topics covered:
[00:00] Intro
[03:42] Vector's $45K Ad Budget Strategy
[05:26] Building Category Awareness While Growing Brand
[09:05] Hiring People With Audiences for Growth
[12:50] Founder-Led Content Systems and Workflows
[16:27] Playing Personas on LinkedIn for Engagement
[20:35] Measuring Brand Success Without Direct Attribution
[26:54] Video-First Content Strategy Decision
[28:42] Scrapping 4 Weeks of Work for Better Ideas
[34:23] Differentiation in Competitive Content Categories
[38:49] The 46x Repurposing Multiplier Metric
[41:41] Shadow Subscribers and Content Format Preferences
[44:14] Building Sustainable Content with Mini Segments
[47:22] Hiring for Growth and B2B Mascot Trends
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This episode is brought to you by Hatch.
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 see how we can help your company, go to https://hatch.fm.
