People don't distribute their content because of fear.

They are fearful that they are going to realize that the content that they

actually produced is mediocre because they share it and they get met with crickets.

And when they get met with crickets, they're going to say,

uh, I guess our content's not good.

I think the number one thing I hear all the time with

repurposing, distribution, etc.

is like, Well, it's not as easy as just, you know, I'm like, well, of course it's

not, you are creating something new.

It's not, it's not just, I mean, if you're doing it right and it's not as

easy as just throwing, you know, the transcript into, into chat GPT and saying,

all right, give me a bunch of stuff.

But it's hilarious when you think about the amount of time that gets

spent on worthless activities.

You know, or the time that gets spent, I mean, I know you've

probably lived this life.

I've lived this life.

I work with teams.

You work with teams.

You see how much con, how much blog, how much video, how, how

much content is getting created.

Like and we don't even bat an eye at the time it takes to create a blog post.

But when you say, well, you know, you got to take two days.

Out of the week or, or, or, you know, like a couple hours of chunk to repurpose

this and, and re get it out there.

That's a ton of work.

It's a ton of work.

I can't do that.

No, it's

interesting.

I think honestly, it's not even the work that is why people don't do it.

I don't fundamentally believe anymore.

People don't distribute their content because it's too much work.

Think they don't distribute their content because of fear.

I think they are fearful that they're going to realize that the

content that they actually produced is mediocre because they share it

and they get met with crickets.

And when they get met with crickets, they're going to say,

Oh, I guess our content's not.

So that's probably the actual root reason why many do not share their content.

Not because.

Oh, I have to spend an extra 30 minutes to write a LinkedIn post.

It's because they know if they write that LinkedIn posts and it reaches 10,

000 people and they get two likes that the post probably didn't resonate.

So they need to now go back to the drawing board to rethink their content

strategy and whether or not they're actually created content that is worth

reading, that becomes a real problem for an organization that thinks they

have the best content in the world.

Have gotten no results from it, but then when they started

distributing it and they're met with crickets met with, Oh, wow.

So all these years we've been producing content, but the content hasn't been

working and it's not just because we're not distributing it, it's

also because the content's not good.

That's a problem.

The other fear that I think people have is that they're going to be judged

because they promote themselves too much.

And this is just like a lack of understanding of the size and the actual.

The depth of the internet, like there are billions of people out

there you reach 20, 000 people.

We've literally reached no one.

You have reached no, you've reached 20, 000 people.

Great.

That's cool.

Awesome.

Put it in your deck, celebrate it, but realize in the grand scheme

of things, it didn't reach anyone.

Like you really didn't.

Um, you didn't even feel like like that people need to

recognize, like, The distribution element is literally infinite.

If you play the game well, if you recognize that, yes, there are a lot

of people out there who would fit into my ICP, you only have like a target of

five customers, then whatever you get your five customers and call it a day.

But if you have like thousands of people, tens of thousands, millions

of people that could be your ideal customer, you need to be shameless.

And you need to remove the fear of being judged because you're

too promotional with your content.

Yeah, and I, it's funny because that's, it's, it ties into a lot

of the stuff that, um, I know Amanda over at SparkToro and they've been promoting

with the zero click, but it's like when you're, when you're social and, and

distribution on social traditionally was, Hey, it's Tuesday morning.

We just, we just launched this new blog.

Everybody go check it out.

That does feel promotional.

The flip side of that is that zero click where it's like.

Is the content in this blog you created good enough to where you're

not allowed, I've literally walked this through with marketing teams, you're

not allowed to put a link, right?

Can it survive without a link in that post?

And I think that's kind of what you're saying too is when.

It really does change, completely change the content you create from

the beginning because when you're editing, you know, version one of

the draft and you, and you've got it in your head that like, Oh, I've got

to be able to create some LinkedIn content or some tweets off of this.

And you're going through like.

I could, nothing's actionable, nothing's, you know, there's no list, there's nothing

I can take away, it's just information that you're putting out there and it

really is like, when you focus on that distribution first, it is a sort of

gut check, um, signal up front that, eh, your content you're creating might

not be quite on point as you think.