So I’ve got this client I’ve been creating some great pieces for for a while now. Beautiful videos and case studies. They love them and say they trust my judgement...
But they are FIGHTING me on distribution. The wild part is they have an awareness issue.
But I get it. It’s hard to accept that distribution’s necessary when you feel, or know your content is good. Shouldn’t it be good enough to get itself out there?
Maybe, but it almost never is. Virality is a pipedream for most...even more in B2B content. That means that business have to do the work to get their work out there.
That means leg work, generating buzz within existing relationships, and usually, paid ads to get attention that wouldn’t come your way otherwise.
The upside is that distribution plans often mean you can adjust your content creation rhythms, so if you’re not feeling the creation game right now, maybe it’s time to shift gears.