In this conversation, Erik Jacobson discusses his journey from running LemonPie to founding Hatch, emphasizing the importance of content marketing in the B2B space. He shares insights on the power of podcasting, building relationships through content, and the significance of consistency in content creation. Erik also highlights key learnings from working with industry leaders like Chris Walker and Dave Gerhart, the evolving landscape of B2B content marketing, and the challenges and opportunities presented by influencer marketing. In this conversation, Erik Jacobson and Will Yuste delve into the intricacies of influencer marketing, the evolution of content creation, and the importance of audience engagement in B2B marketing. They discuss the need for a sustainable content engine, the role of audience in shaping marketing strategies, and the structure of high-performance content teams. The dialogue also touches on the changing landscape of consumer behavior post-COVID and the necessity for marketers to adapt their strategies accordingly.
TAKEAWAYS:
- Entrepreneurship was a clear path for me.
- Podcasting can create strong relationships.
- Consistency in content is crucial for success.
- Building relationships takes time and effort.
- Content marketing should focus on audience behavior.
- Differentiated products lead to compelling narratives.
- Understanding your audience is key to effective content.
- Influencer marketing must be approached carefully.
- Content marketing is evolving towards scrollers.
- Your users should naturally promote your product. Influencer marketing should focus on long-term relationships rather than short-term metrics.
- Creating demand is more important than just generating impressions.
- A sustainable content engine is essential for effective marketing.
- Quality of audience engagement is more critical than sheer numbers.
- The role of audience co-founders is becoming increasingly important in B2B.
- High-performance content teams can outperform traditional sales teams.
- Understanding market engagement requires a shift in perspective.
- Post-COVID consumer behavior necessitates a return to fundamental marketing principles.
- Content strategy should be tailored to the specific audience and their needs.
- Every marketing strategy has the potential to succeed with the right approach.
TIMESTAMPS:
- 00:00 Introduction
- 02:32 The Power of Podcasting for CEOs
- 07:35 Building Relationships Through Content
- 16:10 The Importance of Content Strategy
- 26:37 Current Trends in B2B Content Marketing
- 35:19 Influencer Marketing in B2B
- 39:30 The Future of High Production Content
- 47:42 Audience Building and Content Strategy
- 51:44 The Role of Content in Revenue and Equity
- 53:45 The Cost and Structure of High-Performance Content Teams
- 59:11 Post-COVID Consumer Culture and B2B Marketing
- 01:05:35 Conclusion and Final Thoughts
