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Monday.com’s Brand Building Content Strategy
Work with Hatch to build your video-first content engine: https://www.hatch.fm

In this episode of 95% Content, Erik Jacobson talks with Yael Miller (Director of Content Marketing at monday.com) about how they've built a content strategy designed to build trust with the 95% of potential buyers who aren't actively looking for a solution yet.

Yael joined monday.com when there was no content team and has since grown it to a team of 20 content marketers. She shares several successful content initiatives that have helped monday.com grow its brand awareness and maintain relationships with potential customers long before they're ready to buy.

Key topics covered:

[00:00] Intro
[03:42] How internal influencers drive reach
[04:48] Monday insights newsletter origin story
[06:21] Zero click content drives engagement
[09:00] Editorial strategy for content quality
[11:31] Dedicated ownership increases newsletter success
[12:46] Building subscriber base from disengaged users
[14:23] Measuring squishy content business impact
[18:36] Qualitative feedback beats vanity metrics
[22:05] Executive ghost writing program strategy
[25:04] Personality matching for content success
[29:01] Bottom line video series results
[34:06] High quality content blows KPIs
[37:20] TV series format drives engagement
[40:49] Build trust before creative experiments
[44:14] Physical content stands out digitally

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This episode is brought to you by Hatch.

Hatch is a video-first content 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 see how we can help your company, go to https://hatch.fm.