The article emphasizes the importance of not only creating engaging content but also having a robust distribution strategy. Many brands fail after investing heavily in high-quality content because they neglect to consider how that content will reach fresh audiences. With organic social media posts reaching only a small fraction of potential viewers, brands must prioritize being searchable and utilizing platforms like Google News and AI news aggregators to enhance visibility and ensure sustainable audience growth.
If you don't have a real plan to put that content in front of fresh, relevant, and intent-driven audiences, you're just producing for your internal team's morale.
Creating content is essential. But creation is only half of the equation. The other half—the part that gets neglected—is strategic distribution.
Most organic posts reach less than 5% of your audience. Even influencer marketing is hit-or-miss today.
Real distribution means being searchable. It means showing up at the top of Google results, being suggested by AI-driven news aggregators.
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