95% Content

How Nectar Hit 2.6M YouTube Views in 8 Months (w/ Nate Bagley, Head of Content)

Erik Jacobson sits down with Nate Bagley, Head of Content at Nectar, to explore how one HR tech company is doing something almost no B2B brand has figured out: building a YouTube channel people actually want to watch. Nectar has racked up 2.6 million organic views in eight months by treating the platform not as a distribution channel for corporate content, but as a trust-building exercise. The conversation gets into how to define your channel's ethos before you ever hit record, why format research matters as much as the content itself, and how Nectar thinks about YouTube metrics without falling into the trap of optimizing for the wrong thing. Key topics covered: [00:00] Intro [02:20] Nectar's Culture Suite Platform [03:06] 95% vs 5% Content Strategy [04:32] The Domino Effect Marketing Framework [05:12] Naming Problems Better Than Anyone Else [06:40] The Medical Diagnosis Analogy [08:07] Building Trust Through Content [09:01] Newsletter Strategy for Revenue Growth [09:49] 20 to 1 Positive Interaction Ratio [11:36] 2.6 Million Views in 8 Months [14:20] Social Media as Brand Extension [15:12] YouTube as S-Tier B2B Channel [17:06] The Mr. Beast of Software Companies [21:28] Reverse Engineering YouTube Success [24:45] Research Methods for Video Formats [28:23] Measuring YouTube ROI and Attribution [32:04] Becoming Synonymous with Culture Problems [35:32] Trust Building Requires Courage [38:15] 80/20 YouTube Strategy Framework [42:32] Packaging Over Production Quality — 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.

The Museum Analogy Behind Rippling's Multi-Persona Content Strategy (w/ Regina Baumgartner, Head of Content)

Erik Jacobson sits down with Regina Baumgartner, Head of Content at Rippling, to explore how she manages content strategy across a complex multi-persona audience spanning HR, finance, IT, and startup teams. Regina shares the museum analogy that reframed how her team thinks about content creation and distribution: social media as street art, content series as curated exhibits, and community membership as the ultimate conversion goal. The conversation gets into what it actually takes to scale content for a compound startup, how Regina balances subscriber growth metrics with qualitative signals from community interviews, and how AI fits into a production process without killing the creative work. Key topics covered: [00:00] Intro [02:46] 95% versus 5% content strategy [04:08] Museum analogy for content vision [08:31] Content planning process and workflow [12:39] Series-based content strategy benefits [17:29] Pod structure for multi-persona teams [21:03] Cross-pollination through show and tell [23:38] Measuring content success with dashboards [26:01] Anecdotal evidence and qualitative feedback [30:50] Spy trailer webinar promotion tactic [32:34] AI-powered call scripts for BDRs [35:36] Getting to ground level with data [39:15] Studying Gong and Notion content — 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.

The Human-First Content Strategy Powering Doist's 50M-User Growth (w/ Naomi Liddell, Brand and Content Lead)

Erik Jacobson sits down with Naomi Liddell, Brand and Content Lead at Doist, to explore how a bootstrapped productivity company built trust with 50 million users through strategic content. Competing against VC-backed giants like Microsoft and Notion with a marketing team of just nine people, Doist has long bet on brand over conversion, and it's paid off. Naomi shares how a personal monthly newsletter, a revived YouTube channel, and a human-first content philosophy have quietly compounded into one of the most trusted brands in productivity software. Key topics covered: [00:00] Intro [02:54] 95% vs 5% market prioritization strategy [04:26] Brand as competitive moat approach [06:21] Content builds trust over conversions [08:36] 50 million users through content strategy [09:23] Multi-channel content ecosystem overview [11:26] Monthly newsletter personal connection strategy [13:31] Personal brand vs company risk [15:24] Youtube channel revival with iPhone [18:21] Getting team buy-in for video content [21:22] Human connection in B2B content [25:08] Youtube growth from 100 to 1400 subscribers [27:08] Youtube strategy and keyword research tips [31:42] Thumbnail and lighting impact on performance [35:43] Reddit community management philosophy [39:57] Blog content in the AI era [44:33] Long-form content as foundation strategy [45:56] Metrics beyond conversion tracking [48:20] Substack move for community building — 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.

Bubble's Content Strategy for Turning 6M Users Into a Growth Engine (w/ Deedi Brown, Head of Content)

Erik Jacobson sits down with Deedi Brown, Head of Content at Bubble, to explore how the no-code platform is evolving its content strategy amid massive industry shifts. With AI coding tools like Lovable gaining attention, Bubble is repositioning itself from no-code pioneer to the superior alternative to AI-generated code that still requires developer knowledge. Deedi shares how her 5-person content team is shifting toward customer storytelling, why social belongs under content (not distribution), and how they measure success when traditional attribution doesn't tell the whole story. Key topics covered: [00:00] Intro [02:32] Category shift from no-code to AI coding era [04:24] Competing against AI-generated code platforms [06:08] Content team structure and channel strategy [08:15] Building an army of community evangelists [10:05] Social media as content function not distribution [12:09] Twitter and LinkedIn bread and butter channels [14:46] Personal vs company accounts strategy [20:04] YouTube growth from 30K to 50K subscribers [21:18] AI education conundrum for new users [22:43] Customer-focused storytelling on YouTube [24:24] Case studies wrapped in candy approach [27:33] Episodic content as new TV format [30:10] Self-reported attribution and KPI challenges [32:09] Impressions plus engagement social metrics [34:00] In-platform success over click tracking [37:32] Resource privilege in content measurement [39:00] Paid influencer vs organic ambassador programs [42:47] Organic plus paid content opportunities –– 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.

How AirOps Grew to $7M ARR Using Content (w/ Josh Spilker, Content Marketing & SEO Lead)

Erik Jacobson sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to explore how the AI-powered content platform grew to $7M ARR without leaning on paid advertising. Josh breaks down how AirOps helps content and SEO teams automate manual processes like internal linking and brief creation using AI workflows, while keeping humans in the loop for editorial review. The conversation covers the full content engine Josh has built, from a webinar series that drives hundreds of registrations per event to the emerging "content engineer" role AirOps is championing across the industry. Key topics covered: [00:00] Intro [02:13] Content strategy for in-market vs out-of-market buyers [04:54] Prioritizing the 95% with influencer partnerships [08:26] Webinar strategy and guest selection tactics [13:00] Driving registrations and post-webinar content distribution [18:21] Content ecosystem approach and repurposing workflows [21:03] Industry reports and thought leader collaborations [23:09] Content engineering role and market education [28:05] Results tracking and attribution methods [30:16] YouTube strategy for B2B content [34:35] Quality views matter more than vanity metrics [37:00] Mixing organic and paid content amplification [40:23] Testing concepts before major investments –– 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.