How to build a content engine for Dark Social - with Chris Walker

Chris Walker (CEO @ Passetto and Chairman @ Refine Labs) and Erik Jacobson (CEO @ Hatch) share the playbook on how to build a content engine for Dark Social in 2024.

Here's what we covered:

• Chris’s content background
• Why organic social content is the #1 driver for effective marketing today
• How Dark Social works to build trust
• The content engine playbook
• Why a recurring live event is ideal
• How to get better at producing quality content
• Running an efficient content production process
• AI use cases in the content process
• How to pitch this strategy to your leadership team
• Creating your own podcast vs. podcast guesting
• Strategies to grow a podcast

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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 www.hatch.fm.

What is 95% Content?

95% Content is a show for B2B content teams who want to build trust with the 95% of buyers who are out-of-market today, but will be ready to buy in the future.

You can call it many different things: content marketing, demand creation, brand marketing, dark social, or zero-click content.

No matter what you call it, the goal is the same.

You want to reach future buyers on the social and content platforms they hang out on every single day, and in a way that compels them to want to work with you when they’re ready.

We’re going to cover how B2B companies can win with things like: organic social, short-form video, podcasting, YouTube, newsletters, webinars, and communities.

Because the best way to win in 2024 is to already be on your buyers short-list the day they decide they need a solution.

On this show hosted by Erik Jacobson, we’re going to explore how B2B content teams can do exactly that.