In 60 Seconds
- •The Decomposition: Organic Reach on Facebook/Instagram has dropped to <5% for business pages. You are talking to an empty room.
- •The Echo Chamber: Your organic posts are seen by your employees, your mom, and 5 loyal customers. You are not reaching *new* buyers.
- •Pay to Play: Social Platforms are Ad Networks. They force you to pay to reach even your own followers.
- •The Model: Create Content -> Test Organically -> Pick Winner -> Put Money Behind It.
- •Assets: Your content (Videos, Articles) are assets. Don't let them die in the feed after 24 hours. Promote them for months.
You spent $2,000 filming a beautiful case study video. You posted it on LinkedIn. It got 14 likes. Your CEO is mad. "Video doesn't work!"
Video works. Distribution failed.
The Field of Dreams Fallacy
"If you build it, they will come" does not apply to the Internet in 2026. There is too much noise. Content without distribution is like printing 10,000 flyers and leaving them in your basement.
The Reach Gap
- Organic: Unpredictable. Low volume. Preaches to the choir.
- Paid: Predictable. Infinite volume (as long as you pay). Reaches strangers.
The Strategy: Amplify
- Produce: Write the insight / Film the video.
- Post: Put it on your feed.
- Boost: Put $50 behind it targeting your Service Area.
- Observe: Did people watch?
- Scale: If yes, put $500 behind it.
Frequency Control
With organic, you can't ensure Mrs. Jones sees it. With paid, you can ensure Mrs. Jones sees it exactly 3 times this week. Control = Power.
[!TIP] The 80/20 Rule Spend 20% of your resources creating content. Spend 80% of your resources distincting/promoting it. One great article seen by 10,000 people is better than 10 great articles seen by 10 people.
Read Next in This Hub:
- Virality Myth - Why organic is hard.
- Content ROI - The value.
Related System:
- Local Visibility Systems - We amplify.