Social media, community and creator marketing resources

A lot of B2B word of mouth happens where analytics cannot see it: private communities, direct messages, podcasts and creator channels. The practical response is a consistent posting system, a real presence in the communities your buyers already trust, and creator partners chosen for credibility over reach. The Founder-Led LinkedIn Playbook covers the posting side, and Social Studio plans it.

Covers: Social strategy and planning, founder-led content, dark social, community, creators and influencers.

Learn the method

Community & Dark Social Playbook — Eight steps for marketing where analytics can't see: find where buyers already talk, make thinking easy to forward, and measure by asking.
Founder-Led LinkedIn Playbook — Eight steps for founders who are their startup's only voice: what to post before proof, a cadence that lasts, and when to hand it on.
Content Creation Playbook — Create, distribute and optimise a multi-channel content system. (from Content, Copy & SEO)

Run the numbers

Social Studio — Plan, draft and schedule posts across channels with character meters and .ics export.
Self-Reported Attribution Coder — Code the answers to How did you hear about us? into channels and see what analytics missed. (from Analytics, Experiments & Budget)

Build it

The Content Calendar & Repurposing Tracker — Pillar strategy, a monthly calendar, a repurposing tracker and a performance log. (from Content, Copy & SEO)

Run it with your AI agent

Community & Dark Social — Maps where buyers already talk, decides whether to open your own community, and measures dark social by asking.
Creator Partnerships — Pays creators for the buyers they reach, not their follower count, and judges the result on what it sold.
Founder-Led Content — Three themes only you can own, a bank before you start, and a cadence that survives a bad quarter.
Content Calendar Planning — Topic clusters, cadence, formats and a capacity check. (from Content, Copy & SEO)
Content Repurposing — Turn one pillar asset into channel-ready derivatives. (from Content, Copy & SEO)

Read the research

Dark Social: Where B2B Demand Actually Happens Now (2026 Guide)
The Authenticity Audit: how to tell a real creator recommendation from an expensive imitation
Beyond the Feed: Crafting a Social Media Strategy That Drives Real Business Results
Beyond the Buzzword: Why Omnichannel is the New Standard for Growth (from Go-to-Market & Growth Planning)
Customer Advocacy, Reviews and NPS: How to Build a Feedback Program That Earns Word of Mouth — Five steps to earn advocacy: close the feedback loop, NPS as a signal, honest reviews, references and case studies, measure. (from Retention, Expansion & Advocacy)
Podcasts for B2B Startups: Guest on Shows First, Then Decide Whether to Host — Five steps for podcasts: pick a role, find shows buyers hear, pitch a topic, reuse every episode, test before hosting. (from PR, Partnerships & Events)
Referral Programs for Startups — Turn happy customers into a channel: who to ask, a modest two-sided reward and the FTC, HIPAA and Anti-Kickback rules. (from Retention, Expansion & Advocacy)
Same Message, Different Medium: How to Tailor Content to Every Marketing Channel (from Content, Copy & SEO)
Video Marketing for B2B Startups: What to Make First and How to Use It — Five steps for a first B2B video: one job per video, information first, the first 30 seconds, claims and patient data, measure. (from Content, Copy & SEO)

Work with AAJ

Growth Audit