The same post can stall at 12 views or reach 1,200, depending on how you distribute it. The difference is not quality: it is content distribution. You wrote something genuinely useful, clear and thoughtful, and almost nobody saw it. The content did not fail: nobody took care of getting it to the right people.
In this article
The same post, two ways of spreading it
The figures of 12 and 1,200 views are an illustration of the order of magnitude that can separate poorly distributed content from well distributed content. The point is not the exact number: it is that the same idea, with the same text, can have completely different lives.
It was not a lack of quality: it was a lack of someone to take it to the right people
When a post does badly, the tendency is to blame the content. Often the problem comes earlier: nobody thought about who should see it or how to get it there. Publishing and waiting is not a strategy: it is a lottery.
Before and after: two distribution patterns
Before:
- you publish on the page;
- you cross your fingers;
- the reach dies within 24 hours.
After:
- the same content also goes out from the personal profile, not only from the page;
- it is shared where decision-makers are, not into a void;
- it is accompanied by direct messages to specific accounts.
Same content, completely different result. To understand why the personal profile carries so much weight, read the article on LinkedIn personal profile vs company page.
How to build your distribution in four moves
- Choose who publishes. A person with a name and a face reaches further than a logo.
- Find where the decision-makers are. Groups, comments under posts from people you follow, industry conversations.
- Prepare five or ten targeted contacts. People for whom that content is genuinely useful, to alert with a short, non-automated message.
- Spend the first hour on comments. Replying straight away feeds the conversation and increases reach.
In the article on how to get B2B LinkedIn content that leaves your network you will find the results of 90 days with this approach.
As an example, here are the statistics of three posts from the founder’s personal profile: between 98% and 99% of impressions came from people outside his network of contacts.
Good content without distribution is invisible content
Distribution does not replace quality, it completes it. Mediocre content that is well distributed will not hold up, but good content without distribution stays invisible. To see how we work, you will find our content on the Donkey Lab LinkedIn page and the related services in web development and SEO.
The question for you
How many good things have you published this year that almost nobody got to see? If the answer is “many”, before writing more it is worth deciding how to get what you already have to its destination.
Frequently asked questions about content distribution
What is content distribution?
It is the set of actions you take to get a piece of content to the right people: who publishes it, where it is shared and who is alerted.
Why can a good post go unseen?
Because publishing it is not enough: if nobody takes it to the people who might need it, its reach runs out within hours.
Should I write less and distribute more?
Often yes: spending time getting a good piece to specific people pays off more than publishing a new one every day.
Where do I start?
With the personal profile of whoever speaks for the company, five or ten targeted contacts and the first hour of replies to comments.
Want your content to reach the right people?
We can help you set up distribution, topics and website, so each piece of content has a path to an enquiry.