“If you want to earn the sharing behaviors that lead to your work reaching a greater audience than the one you’ve already got, you’ll need a great answer to this question:
Who Will Amplify This? And Why?
You’ve published an exceptional blog post, a compelling research report, a remarkable webinar, a top-notch video, a stunning visual… but the audience just isn’t showing up.
In my experience, four root causes are to blame:
* You’ve produced something of low quality * You’ve produced something of high quality, but low resonance * You’re at the early stages of brand/audience-building, and need to keep investing before returns will accumulate * Timing and luck simply weren’t on your side, but repeated, similar efforts are likely to work.”
Big Idea: Good quality content is not enough. You need to find ways to get your content to spread.