SEPARATE YOUR WEBSITE CONTENT AND DARK SOCIAL CONTENT

Summary from the TLDR Marketing newsletter

Most companies put website content on social networks that fails to perform well. Website content lives on website pages (ie. blog, landing pages). It has low to medium shareability. Dark social content is built for native consumption inside of social networks and content platforms (ie. a LinkedIn post or comment thread on Reddit) and has many mechanisms to proactively share content with other people.