Last updated on Jul 10, 2024

Your key content distribution platform is down. How do you ensure your message still reaches your audience?

Imagine this: your go-to platform for content distribution is suddenly unavailable. Panic sets in as you consider the impact on your reach and engagement. But there's no need to worry. With the right strategies, you can navigate this setback and ensure your message still resonates with your audience. In the digital world, flexibility and adaptability are key, and you'll find there are numerous avenues to connect with your followers, even when your primary channel is down.

1 Alternate Avenues

When your main platform fails, it's crucial to have a plan B. Diversify your distribution channels to include other social media, email newsletters, and content-sharing sites. This way, you can quickly pivot and maintain your presence online. Ensure that your audience knows about these alternate channels beforehand by regularly promoting them alongside your primary platform. This cross-promotion can build a safety net for your content strategy.

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Rob Deptford

I Figured Out YouTube for Business Growth. Free Guide in My Profile.
You need owned media. Social platforms are primarily a top-of-funnel endeavour that shouldn't be relied on for anything critical. They should be used to fill your own ecosystem. If you're doing that, you always have a way to reach the members of your audience that are most interested in you.
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Vincenzo Landino

Storyteller for Motorsport || 15 years Content, Marketing & Partnerships || nsdr SAP, Adobe, Oracle, Qualcomm
Don't rely on one platform. Your audience is not only in one place, and you shouldn't be either. Keep in mind that unless you OWN the distribution channel (website, email, podcast), it can go away or go down at any time, leaving your audience stranded.
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Dorien Morin

LinkedIn Top Voice | Social Media Strategist | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |🎙 #StrategyTalks
When your key content distribution platform is down, you can ensure your message still reaches your audience by reaching them via your 🔲 website 🔲 email newsletter 🔲 other platforms 🔲 private DMs 🔲 SMS 🔲 Mobile Apps 🔲 Mail 🔲 Public Forums and so much more. The key is to have a disaster plan ready - so when this happens, you can put the plan into action immediately. Top Tip: Do nothing. Most likely, it won't last longer than a few hours. This, too, shall pass! 🤷♀️ If you have an engaged community and raving fans, they will go and find you no matter what!
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Luciana Oliveira

Social Media Strategist | Linkedin Specialist | Social Networks | Planning | Network Management | Content Production | I transform strategy into results through social media.
Por isso, ter a sua própria casa é crucial ! Não construa sua casa no terreno dos outros! Tenha em mente que você pode gerar conteúdos em vários canais digitais e no caso do seu site, você pode seguir suas próprias regras e divulgar seus conteúdos através de blogs, por exemplo.

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Robbie Schneider, SMS

Healthcare Content Marketing & Social Media Leader ● Author
While a downtime may only be a few hours, you shouldn't rely on one channel or medium to get your message out. Consider repackaging your content for other formats, or simply delaying non-critical messaging or campaigns until the platform is stable again.
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2 Email Outreach

Email marketing remains one of the most effective ways to reach your audience directly. If you've been collecting emails, now is the time to use that list. Craft a personalized message explaining the situation and share the content you intended to post. This direct approach not only bypasses the need for a third-party platform but also strengthens the relationship with your audience by showing them they're valued.

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Luciana Oliveira

Social Media Strategist | Linkedin Specialist | Social Networks | Planning | Network Management | Content Production | I transform strategy into results through social media.
Ao contrário do que muitos pensam o e-mail não morreu! Manter uma comunicação ativa com uma narrativa envolvente, pode ser uma ótima alternativa para marcar presença de sua marca.

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3 Leverage Partnerships

Strong partnerships can be lifesavers in times of crisis. Reach out to your partners and explore co-marketing opportunities. They likely have their own audience who could be interested in your content. By sharing each other's materials, you not only get your message out but also help your partners provide valuable content to their followers, creating a win-win situation.

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4 Community Engagement

Engage with online communities relevant to your niche. Forums, groups, and discussion boards are excellent places to share your content and ideas. Active participation in these communities can help establish your brand as a thought leader and go-to resource, thus ensuring that even if your main platform is down, your voice is still heard.

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5 Content Repurposing

Repurpose your content to fit other mediums. If you have a video that can't be posted, consider transforming it into a blog post or an infographic. This not only helps you continue distributing content but also caters to different audience preferences. People consume content in various forms, so repurposing can even expand your reach.

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Luciana Oliveira

Social Media Strategist | Linkedin Specialist | Social Networks | Planning | Network Management | Content Production | I transform strategy into results through social media.
Adoro reaproveitar conteúdos! Você pode transformar um vídeo em um post carrossel, um podcast em um blog. Se o seu planejamento não saiu como esperado, utilize a mesma ideia em formatos diferentes e publique no canal que atenda o formato escolhido.

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6 Direct Messaging

Utilize direct messaging on social platforms to reach out to loyal followers. Inform them about the outage and provide alternative ways to access your content. This personalized approach can foster a stronger bond with your audience and shows them that you value their engagement with your brand.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kadambini Rana

B2B Marketing I Content Strategy I Business Writing I Business Communication I Customer Story Champion
One time, my team faced a situation where the distribution platform was down. To address this, we reached out to our partner teams with a creative message explaining why the content was being delivered through a different channel. Although our style, voice, and concern for the audience shone through, we learned the importance of never relying solely on one tool. We realized the necessity of always having a plan B, which could mean using a mailer to inform the audience about the rescheduled content distribution and providing them with engaging content in the meantime.
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Your key content distribution platform is down. How do you ensure your message still reaches your audience?

1

2

3

4

5

6

7

1 Alternate Avenues

2 Email Outreach

3 Leverage Partnerships

4 Community Engagement

5 Content Repurposing

6 Direct Messaging

7 Here’s what else to consider

Content Marketing

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Your key content distribution platform is down. How do you ensure your message still reaches your audience?

1

2

3

4

5

6

7

1 Alternate Avenues

2 Email Outreach

3 Leverage Partnerships

4 Community Engagement

5 Content Repurposing

6 Direct Messaging

7 Here’s what else to consider

Content Marketing

Rate this article

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