How Carta Turned Proprietary Data Into a 40K-Subscriber Content Engine (w/ Peter Walker, Head of Insights)

Peter Walker, Head of Insights at Carta, joined Erik Jacobson to share how a small team built one of the most talked-about data content engines in B2B, without a single lead generation target.

Peter breaks down how Carta turns proprietary cap table data into always-on social content, why LinkedIn is the first channel (not the best one), and how he cut content creation time from 90 minutes to under 10. He also gets into the "rented to owned" audience strategy that built a 40,000-subscriber newsletter, why you should never put links in your social posts, and how to make the internal pitch for an insights program when your CFO wants leads, not impressions.

This is a practical, philosophy-first conversation for content and marketing leaders who want to build the kind of brand that's already in the room when a buyer is finally ready.

Key topics covered:

[00:00] Intro
[01:58] Ninety Five Five Framework for Content Strategy
[04:45] Building Ubiquity Without Lead Generation Pressure
[06:18] Data Content Motion and Channel Strategy
[09:29] Rented to Owned Audience Strategy
[11:12] Building a Three Person Insights Team
[14:52] Finding Content Ideas Through Audience Feedback
[19:06] Refining Content Through Daily Iteration
[21:48] Key Metrics Beyond Lead Generation
[24:27] Why Links Destroy Social Media Reach
[27:23] Getting Started With Proprietary Data
[32:06] Content Strategy Without Proprietary Data
[36:29] Chart Building Best Practices
[40:27] Making the Business Case for Insights
[43:52] Audience Size Relative to Your Market
[46:21] Embracing the Content Creation Journey
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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.