Using A High Performing Organic Strategy

Just like every B2B company ran Hubspot’s SEO content strategy in 2017, every B2B company should be running this dark social content strategy in 2024 👇

1. Host a weekly live event where you provide free consulting, advice, or information to your target customers (current & prospective).

2. Convert the recording of that live event to a long-form podcast (Apple Podcast, Spotify) and long-form video podcast (YouTube, Website).

3. Cut the long-form video for micro-content for social media platforms (LinkedIn, YouTube shorts, Tik Tok, Facebook Reels, etc.)

4. Monitor performance of organic social media posts, and used paid LinkedIn to amplify your best performing posts to your target account list (Tier 1, Tier 2, or both).

5. Collect quantitative & qualitative insights from all of these activities (Event chat, social media comments, dark social feedback, etc.) that drives future topics & ideas for the next event.

6. Measure success against Total HIRO Pipeline generated and Blended Marketing ROI.

7. Repeat, Learn, Iterate.

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The way B2B buyers research, discover, evaluate, and purchase products has fundamentally shifted.

Having a presence and strategy for dark social content is no longer optional. It’s required.

If you aren’t doing it, you’re missing a lot of opportunity and becoming increasingly vulnerable to competitors that move on it.

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High performing Marketing teams get 10X more revenue for every $1 spent on Marketing, compared to low performers*.

High performers: $3 in revenue for every $1 spent on Marketing.

Low performers: $0.30 in revenue for every $1 spent on Marketing.

A core difference? Almost all high performers have a powerful dark social content strategy that they've invested in for a long period of time.


p.s. This is not a debate like paid sucks and organic rules. It's not an either, or. The correct answer is both - build a high-value content strategy and distribute using organic channels & targeted paid distribution.

*proprietary benchmarks of B2B companies $50MM-$500MM in revenue (2023, n = 16)