♻️ 7 reasons why we don't follow our own advice

Jun 29, 2024 12:15 pm

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Maybe the funniest thing I've realized since starting Distribution First is that marketers universally agree that it's a good idea to repurpose and distribute content.

But...

Almost nobody does it.

Or at least, they don't do it as much as they should.

It's like exercising. We all know we should walk more. Maybe lift a dumbbell every once in a while. And probably not mow down a bag of chips at the end of the day.

But dang it, that's easier said than done.

So if it's not head knowledge stopping us, what is it?

Today I want to dive into 7 practical reasons we don't follow our own advice around distribution and repurposing.

1. Content distribution is hard work

Distribtuion isn't a set-it-and-forget-it process.

And more and more marketers are starting to grapple with the reality that 90% of the work happens after you hit publish.

You can't simply host a webinar, post the video on your website, and expect people to show up. No matter how pretty your page is.

You need to actively spend the time to make sure your audience knows that the content and the ideas inside the content exist.

So, be realistic about how much time it takes you to create and share micro-content. My guess is you're underestimating by at least 50% right now.

2. We don't get immediate results

Sharing content doesn’t always show results right away. I'd actually argue it almost never results in immediate results.

You might share something today, and not see the impact for weeks or months.

And that's okay.

Not everything you create is meant to drive an immediate conversion.

Part of your role is to explain that to your boss (and your boss's boss).

3. Misaligned goals and channels

This ties into the last one, but sometimes we expect too much from any one piece of content.

Typically it's never one blog or podcast or viral post.

It's all the things working in concert to consistently drive results.

4. We're too overwhelmed to think

We often create more content than we can handle.

And we're so busy making new posts, videos, and articles, that we don't have the space to think strategically or creatively about promoting and sharing what we just spent so much time creating.

Remember: Thinking is working.

It's okay to give yourself some space to think and be creative.

Your results will be 100x better.

5. The fear of failure is real

Sharing your content means putting your work out there for everyone to see.

You might be afraid that your content won’t be liked or that it won’t get any attention at all.

It's rough to create something and get 9 likes. I get it.

But you can't let this fear stop you from promoting your work.

People will only know it exists because you had the courage to put it out there.

6. We lack a clear process

Without a clear plan, distributing content is chaos.

If you don't have a step-by-step process for sharing their content, it's too easy to get lost and give up.

You end up making it up every time from scratch.

What you want is a repeatable SOP you can follow in your sleep.

7. Limited resources and support

We don't all get a 20-person distribution team like Gary Vee (bummer, I know).

So we have to get ruthless about what we can, and can't, get done.

Instead of trying to post on 5 channels, maybe try 2.

Rather than create 2 new pieces of content every week, maybe cut it down to one.

The goal isn't to create new stuff. That makes us feel good, but it doesn't move the needle.

And if you’re interested in learning more strategies to amplify your content without burning out, check out the Content Repurposing Roadmap.

Content Repurposing Roadmap is my flagship course. And it gives you a clear, step-by-step roadmap to scale your content engine without starting from scratch every month.

Have a great week! 👊

Justin

Founder, Distribution First

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