95% Content
Erik Jacobson from Hatch
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 today 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.
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 today 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.
Episodes
Mentioned books
13 snips
Mar 26, 2026 • 42min
How AirOps Grew to $7M ARR Using Content (w/ Josh Spilker, Content Marketing & SEO Lead)
Josh Spilker, Content Marketing & SEO lead at AirOps, who built the company’s content engine. He discusses AI workflows that automate SEO tasks while keeping editorial review. He explains using webinars, research reports, and repurposing to drive registrations and backlinks. He also outlines the rise of the content engineer role and pragmatic testing before paid amplification.
12 snips
Mar 12, 2026 • 48min
How Carta Turned Proprietary Data Into a 40K-Subscriber Content Engine (w/ Peter Walker, Head of Insights)
Peter Walker, Head of Insights at Carta, turns proprietary cap table data into a high-output data content engine. He discusses always-on charting, using LinkedIn as an experimentation channel, the rented-to-owned path that built a 40K newsletter, and how a tiny team cut chart creation from 90 minutes to under 10.
Feb 26, 2026 • 47min
How Paramark Grew Pipeline Through Organic Content Alone (w/ Pranav Piyush, CEO)
Pranav Piyush, CEO of Paramark and B2B marketing practitioner, explains how Paramark grew pipeline with organic content. He covers channel and format nuance, quick audience research, the three core B2B metrics to watch, getting leadership buy-in for brand timelines, and why marketing to the 95% of buyers not yet shopping matters.
15 snips
Feb 12, 2026 • 52min
Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)
Jess Cook, VP of Marketing at Vector and builder of high-inbound, content-first systems, explains how a two-person team drove 99% inbound growth. She talks hiring people with audiences, scrapping a podcast direction days before launch, a video-first repurposing strategy, and her 46x repurposing multiplier that multiplies reach through clips.
34 snips
Jan 22, 2026 • 52min
How HubSpot Runs Content Like a Media Company
Kyle Denhoff, Senior Director of Marketing at HubSpot, leads the charge in transforming how B2B companies approach content. He shares insights on HubSpot's media-first strategy, emphasizing audience research as the backbone of content creation. Kyle discusses the importance of YouTube as a fertile ground for B2B brands and highlights the unique challenges and opportunities that come with it. He also addresses measuring engagement beyond direct attribution and the necessity of high-quality, editorial standards in content production.
31 snips
Jan 8, 2026 • 53min
The Content Strategy That Took lemlist to $40M ARR
Domitille de Saint-Exupéry, CMO at lemlist, shares her insights into the innovative content strategies that fueled the company's success to $40M ARR. She discusses the power of a build-in-public philosophy and how their focus on trust and preference has shaped content creation. Domi dives into their seven demand generation channels, the importance of employee advocacy, and the nuances of hiring subject-matter experts. She emphasizes authentic employee engagement over incentives and reveals how lemlist measures content impact strategically.
16 snips
Dec 2, 2025 • 51min
Dealfront's video series strategy to win the 95% not in-market yet
In this engaging conversation, Jamie Pagan, Director of Brand and Content at Dealfront, shares insights from his journey in building a dynamic content engine. He discusses addressing the brand lag issue, achieving 20% growth in branded search, and the innovative Playbooks that drove 130% monthly growth in search impressions. Jamie introduces the 'Teach, Show, Grow' framework and explains the importance of layered metrics. He emphasizes the role of top-funnel video content and the need for broad distribution across platforms to engage the majority of out-of-market buyers.
Nov 5, 2025 • 48min
Typeform's Content Strategy to Get Weird, Build Trust, and Win Future Customers
Kevin Davis, Senior Director of Brand Marketing at Typeform, and Kay-Kay Clapp, Head of Content and Social, share their innovative approach to content strategy. They emphasize the shift from traditional SEO to a 95/5 model that prioritizes future buyers. The duo discusses the power of first-person storytelling, influencer partnerships, and proprietary research. They argue that distinct creativity, influenced by diverse fields like fashion and reality TV, will set brands apart as AI commoditizes formulaic content.
14 snips
Sep 25, 2025 • 52min
How Wistia Creates Content That Gets Remembered Years Later
Sam Balter, Head of Content at Wistia, dives into the art of creating enduring content. He reveals how Wistia transforms a single video shoot into over 100 marketing assets, optimizing long-term engagement. Balter discusses the importance of measurement beyond immediate funnels and why high-quality guides outperform basic PDFs. He champions a video-first approach, predicts a future of hybrid marketing teams, and emphasizes the need for memorable content containers. His insights on leveraging pre-recorded webinars for lasting impact are particularly eye-opening.
5 snips
Aug 20, 2025 • 41min
Building Memory Moats Through B2B Content (with Chelsea Castle, Close.com)
Chelsea Castle, who leads content and brand at Close.com, shares her insights on transforming B2B content strategies. She discusses how treating content as a product can foster trust and connection with potential buyers. Chelsea highlights the significance of creating memorable moments, leveraging loyal customers as authentic advocates, and measuring content impact on platforms like LinkedIn. With practical tips on mini-experiments and building community through episodic content, she emphasizes the role of genuine engagement in modern marketing.
