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.

Categorias: Finanzas

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In this episode of 95% Content, Erik Jacobson (CEO of hatch.fm) talks with Sophie Buonassisi (VP of Marketing at GTM Fund) about how they've built a content strategy that positions them as the #1 choice for founders seeking funding.

GTM Fund operates on the thesis that "capital is commodity" - the real differentiator is go-to-market expertise. Sophie shares how they've leveraged this positioning into a content engine that builds relationships with founders 12-18 months before they're ready to raise capital, ensuring GTM Fund is top-of-mind when funding decisions are made.

Sophie also reveals how they reacquired Sales Hacker (which their GP originally founded and sold to Outreach) and rolled it into their media brand GTM Now, creating a full-circle moment that accelerated their content strategy.

Here’s what you’ll learn in this episode:

GTM Fund's "capital is commodity" thesis and operator-led differentiation
Why content has been part of their DNA since day one (not just tacked on)
Their 95% content philosophy: building trust before founders are in-market
How they balance tactical GTM content with subtle brand reinforcement
The "intentional attention" approach - quality over broad reach
Multi-channel content strategy: newsletter, podcast, events, and social
Why email distribution drove 17% immediate increase in podcast listenership
The repurpose-then-optimize strategy for expanding to new channels
YouTube as both distribution channel and search engine for evergreen content
Growth tactics: podcast directory optimization, ecosystem partnerships, and ratings strategies
Setting content KPIs based on TAM, not broad vanity metrics
Working with busy executives: time-blocking and enablement strategies
The ecosystem approach to content partnerships and distribution
Why creativity will become the key differentiator as AI handles production tasks

Key Insight: GTM Fund proves that when you have a strong company thesis (go-to-market is the remaining moat), you can build that differentiation directly into your content strategy. Instead of generic VC content, they focus on tactical, "real talk" GTM execution that serves their audience while reinforcing their unique value proposition.

Their success comes from treating content as a "reverse funnel" - casting wide with valuable content, narrowing to subscriber capture, then expanding back out with additional resources and ecosystem connections.

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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