Use this B2B thought leadership content strategy (with Manuela Bárcenas)

95% Content

Fellow.app has grown entirely entirely from inbound content marketing (and a PLG motion) over the last 6 years to thousands of users and $24 million in funding, and their Head of Marketing Manuela Bárcenas has owned the content strategy powering that from day one.

What started out as mostly an SEO-optimized article writing strategy to rank on Google, has now evolved into also including a heavy emphasis on modern content marketing for the 95% of buyers who are not actively looking for a solution yet (but are scrolling LinkedIn, listening to podcasts, reading newsletters, watching YouTube videos, and attending webinars that can help them level up their careers).

In this episode of 95% Content hosted by Erik Jacobson (CEO of Hatch.fm), Manuela shares their podcast, newsletter, webinar, and organic social playbook that has earned them trust with future buyers, a 30% increase in followers on LinkedIn, and pipeline and revenue growth that proves the ROI of this modern content-first strategy.

Here’s what we covered:

• (0:00) Intro
• (3:35) Fellow’s GTM strategy: marketing-led vs sales-led
• (06:28) Fellow’s demand creation vs demand capture breakdown
• (09:40) Manuela’s "95% Content" playbook
• (13:48) Which content is having the biggest impact for them?
• (18:45) Fellow’s LinkedIn strategy
• (21:39) The ROI of a content-first strategy
• (29:33) Ways to promote your podcast
• (35:29) How to get leadership buy-in to a content-first strategy
• (39:08) The companies doing content well that Manuela is studying
• (41:35) The B2B content trends Manuela is most excited about

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Hatch is a video-first content production agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.

To learn more, go to hatch.fm.