How to use content to build brand

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95% Content

Erik Jacobson from Hatch

25 episodes

3 days ago

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.

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Business

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Marketing

Business

How to use content to build brand - with Chris Walker

95% Content

51 minutes

1 year ago

How to use content to build brand - with Chris Walker

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

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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.