95% Content How to build a content engine for Dark Social - with Chris Walker
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Jun 14, 2024 
Chris Walker is the CEO of Passetto and Chairman of Refine Labs, while Erik Jacobson is the CEO of Hatch. They dive into building a content engine tailored for Dark Social in 2024. Key discussions include how organic social media drives marketing success, the advantages of live events for boosting engagement, and effective content creation strategies. They also explore using AI to streamline the content process and emphasize the importance of companies creating their own podcasts for brand visibility.
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Organic Social & Winning
- Winning companies engage buyers on social media before they're ready to buy.
- Organic social media works, but it's unpredictable, so efficiency and cost-effectiveness are key.
Early Social Media Skepticism
- Chris Walker's early social media marketing efforts were met with skepticism.
- Despite this, organic social content has become crucial for effective marketing strategies.
Dark Social and Trust
- Dark social, content shared across various platforms, builds trust and influences B2B buying decisions.
- Content shared by peers holds more weight than direct outreach from sales teams.