Creating Differentiated Content That Builds Trust (with John Bonini, Founder of Content Brands)

In this episode of 95% Content, Erik Jacobson talks with John Bonini (Founder of Content Brands) about how B2B companies can create truly differentiated content that builds trust and affinity with their audience. 

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

• The problem with undifferentiated content in B2B and why it's getting worse with AI
• How to create truly differentiated content
• Why starting with internal expertise and perspectives is crucial
• The importance of treating content like a product
• How to measure content success beyond traditional metrics
• Why content should be an ecosystem rather than siloed channels
• The value of content-based referrals and trust building
• How to structure content teams and programs for success
• The future of B2B content with the rise of creators
• Examples of companies doing differentiated content well

–

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