Content marketing is changing—are you keeping up? The old model of creating SEO-driven content designed for search engines is no longer enough. Today, successful businesses are winning by creating content designed for scrollers, not searchers.

In this episode, we sit down with Erik Jacobson, CEO of Hatch and host of 95% Content, to talk about the two essential types of content every business needs:

1. Brand Awareness Content (Attention-Driven) – Content that grabs attention and makes sure people recognize your name.

2. Demand Creation Content (Intention-Driven) – Content that builds trust, educates, and ensures your brand is top-of-mind when customers are ready to buy.

More key takeaways from this episode include:

• The “Shortlist Effect”: When buyers finally decide they need a solution, they already have a list of brands they trust. How do you make sure you're on it?
• Why B2B content isn’t boring, but your strategy might be: Erik breaks down why expertise and storytelling make all the difference.
• How to repurpose content like a pro: You don’t need to start from scratch. Erik shares cheat codes for turning existing conversations, calls, and internal knowledge into high-impact content.
• The power of teaching-based marketing: Content that helps and educates is the best sales tool you have.

Want to stand out in today’s saturated content landscape? This episode will show you how to simplify your content strategy and start generating real business results.

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Visit Hatch: https://www.hatch.fm/

Listen to 95% Content:

https://open.spotify.com/show/45MRFs9GEwJsXHtJSUByrs?si=3a3b222f1d3641b2

Connect with Erik Jacobson on LinkedIn:

https://www.linkedin.com/in/erik-jacobson-hatch/