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 cove...

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95% Content

Episodes (29)

Thu Feb 12th Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)
Jan 22nd How HubSpot Runs Content Like a Media Company
Jan 8th The Content Strategy That Took lemlist to $40M ARR

95% Content

Feb 12, 2026
52 minutes
119 MB

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...

95% Content

Vector's 99% Inbound Growth Playbook (w/ Jess Cook, VP of Marketing)

Erik Jacobson from Hatch

00:00 -51:46