95% Content

Pranav Piyush, CEO of Paramark, joined Erik Jacobson to share how his team grew pipeline through organic content alone before spending a dollar on paid ads.
Pranav breaks down the three metrics that actually tell you if B2B content is working, why marketing to the 95% of buyers who aren't ready yet is the biggest opportunity most teams are ignoring, and how to have the timeline conversation with your CEO and CFO that gives your content strategy the runway it needs.
This is a practical, experience-first conversation for marketing leaders who believe in the long game but need a smarter way to show it's paying off.
Key topics covered:
[00:00] Intro
[02:25] Channel format and content nuance matters
[05:56] Understanding platform user consumption habits
[08:00] Audience research with 5 phone calls
[10:47] Getting leadership buy-in for brand marketing
[12:45] 3 key metrics for B2B marketing success
[16:14] Why 95% of companies avoid transparency
[19:22] The 95/5 rule and long-term experiments
[24:44] Budget allocation for content marketing experiments
[29:05] Current marketing strategy insights and feedback
[32:36] One channel at a time approach
[35:26] Building conviction before executing marketing strategy
[37:33] In-platform metrics as leading indicators
[39:14] AI video content opportunities and experiments
[44:41] Future of AI influencers in marketing
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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.

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.

Most B2B companies still treat content as a channel.
HubSpot treats it like media.
In this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase.
Kyle shares why HubSpot shifted away from channel-first thinking, how audience research drives every content investment, and what it actually takes to succeed on YouTube as a B2B brand. The conversation also covers how HubSpot measures reach vs demand, why attribution is breaking down, and how media-led content compounds over long buying cycles.
A practical look at how one of the most recognized B2B brands builds content systems designed for attention, trust, and long-term growth.
Key topics covered:
[00:00] Intro
[02:41] Audience First Content Strategy
[06:01] Investing in Media Products
[08:25] Audience Content Offer Match Framework
[11:06] HubSpot's 20 Year Content Evolution
[14:31] Measuring Media Success at Scale
[18:38] 3 Person Content Team Structure
[22:08] Brand Impact Beyond Attribution
[24:12] HubSpot's Media Brand Portfolio
[29:00] YouTube as B2B Blue Ocean
[32:08] YouTube Native Production Requirements
[37:08] Creator Partnership Strategy
[38:47] Incentivized Newsletter Sign Up Tactics
[41:42] Editorial Grade vs AI Content
[46:06] LinkedIn Video Trends
[48:42] Small Team Content Execution
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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.

CMO at lemlist, Domitille de Saint-Exupéry, joined Erik Jacobson to unpack their content strategy that helped grow the company to $40M+ ARR by focusing on building trust and preference with future buyers (and without relying primarily on traditional, SEO-first blog content).
Domi shares how Lemlist thinks about the 95/5 content approach, why founder-led and employee-led content became their strongest channel, and how they decide where to invest when content ROI is hard to measure.
This is a tactical, honest look at what content looks like when brand, demand, and trust all work together.
Key topics covered:
[00:00] Intro
[03:53] Build in Public Philosophy
[05:32] Seven Demand Gen Channels
[08:37] Leveraging External Expertise for Content
[11:47] Hiring Subject Matter Expert Creators
[16:31] Marketing Role Positioning Strategy
[21:13] Market Maturity and Budget Framework
[26:42] Audience Research and Platform Selection
[29:21] Avengers Employee Advocacy Strategy
[34:57] Incentivizing Employee Content Creation
[38:59] Content Attribution and Measurement
[44:57] TikTok Strategy for B2B
[48:30] Brand Standpoint Development
[51:45] Platform Evolution and Opportunities
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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.

In this episode of 95% Content, Erik Jacobson talks with Jamie Pagan (Director of Brand and Content at Dealfront) about how he built a content engine from nearly scratch in just over a year. When Jamie joined Dealfront, he identified a "brand lag" problem. 
They were getting millions of organic search impressions, but only a fraction of those people actually knew who Dealfront was. The solution was building a content strategy focused on the 95% of buyers not in-market yet.
Here’s what you’ll learn in this episode:
The overall content strategy driving 20% year-over-year growth in branded search for Dealfront
The Dealfront playbook of using multiple video series (and their own streaming platform) designed to capture attention and affinity with the 95%
The “Teach, Show, Grow” framework Dealfront uses to guide their content strategy
How to track layered metrics to prove content success
Why Dealfront's “Playbooks” drove 130% month-on-month growth in search impressions and 4x higher conversion than their blog
How a third of “Playbook” readers are existing customers (vs 5% for blog), making it a strong retention and activation play as well
How to build SOPs and templates to scale content production sustainably
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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