"The Reeder has been transformational to our content strategy. For years everyone in B2B Marketing said that content had to be better, but no one actually knew what to do about it. Devin created a new content playbook for all Go to Market leaders to use in a practical and effective way. Now we have strategic plans for content that buyers actually want to read and (drumroll please....) converts!"

April Crichlow

CMO
Centrical

The Uncomfortable Truth No One Wants To Admit

At any given moment, only ~5% of your total market is actively in-market — evaluating, comparing, choosing.

‍That’s it.

‍But most marketing teams only market to that 5%. That’s why:

✘ Paid ads keep getting more expensive

✘ Outbound response rates are falling

✘ Teams are “doing more” and getting less

Meanwhile, the other 95% isn’t buying yet — but they are forming opinions, building familiarity, and deciding who feels credible.

That’s the 95-5 Rule. Winning them over today determines your pipeline tomorrow.

‍If you wait until they’re “ready,” you’re too late.

Here’s why this keeps happening:

You know content is supposed to drive business growth.

But your playbook is broken.

And it’s probably because…

✘ Your team is built like it’s 2015

✘ Your spend is locked into legacy programs

✘ Your CEO is skeptical after being burned by “content” before

You’re publishing.
You’re promoting.
You’re measuring what you can.

And somehow… you’re still not getting inbound leads that you want.

That’s not because your team isn’t talented or trying hard.

It’s because your content isn’t designed to earn recall.

‍It’s because your content isn’t designed to earn recall.

Why 5% Marketing Is So Hard to Escape

You’re not losing deals at the finish line.

You’re losing them long before sales ever gets a chance.

When a buyer decides “it’s time,” they don’t start researching from scratch.

They instantly recall two or three brands.

That’s the consideration list.

If you’re not on it, you’ve already lost.

And you never see it in your dashboard.

7 Signs You’re Stuck Doing 5% Marketing

You’re stuck in an expensive knife-fight over keywords

You’re producing more content than ever — but engagement and leads are flat

You don’t have flagship content or point of view you’re known for

Executives only show up when there’s something to promote

Every initiative has to prove pipeline impact before it’s allowed to exist

You’ve deprioritized brand so much that the board and customers have noticed

The team is so "leads-obsessed" but missing a demand gen foundation to feed the sales team

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“It’s been an absolute pleasure collaborating with Devin on our content strategy. After solidifying our approach, we successfully launched three impactful playbooks focused on LinkedIn thought leadership, online events, and a brand-new newsletter - all with fantastic results. Devin’s expertise and creativity truly stand out. Highly recommend!”

Yair Lehrer

VP Marketing
MyInterview.com

The Shift That Makes Content
Finally Work

Most content strategies are built for activity.

The 95–5 Content System is built for memory.

‍Because buyers don’t reward volume.

‍They reward familiarity.

‍Instead of chasing the 5% already looking, 95–5 focuses on the 95% forming opinions before demand exists.

So when it’s time:‍

You don’t compete for attention

You get
recalled

They reach out
to you

That’s the difference between content that resets and content that compounds.‍

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