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Reports are crucial for businesses and organizations of all sizes.
Most companies produce quarterly or annual reports to update their investors, colleagues, and stakeholders on their progress. Marketing teams often conduct surveys and compile benchmarking reports tailored to their industry or target audience.
While these reports contain valuable insights and narratives, their true value only emerges when they reach—and engage—the right audience. However, their lengthy nature, such as 200 pages, can make them overwhelming to read.
This is where distribution comes in.
Keep reading for proven strategies to distribute your reports effectively and ensure your insights receive the attention they deserve.
Why distribution matters for your reports
Reports often include dense chapters and lengthy sections full of information, which can be overwhelming and time-consuming for many readers. Moreover, not all information is relevant to everyone.
Strategic distribution and repurposing can highlight the most important points, making the content more accessible and appealing to your audience. For instance, in a 2024 state of marketing report covering a broad range of topics, a social media manager might overlook a crucial section about Facebook that could be highly relevant to them.
Instead of distributing the report as a single document, breaking it down into separate stories for each topic proves more effective in capturing the attention of the right audiences.
Additionally, many reports are treasure troves of free content and contain compelling narratives for brand building. For example, if your sustainability efforts have reduced your carbon footprint by 20%, this statistic could significantly appeal to investors or future colleagues. Such impactful elements deserve their own spotlight to ensure they resonate with and reach the appropriate audience.
Top mistakes in report distribution
If you’re not getting enough people to read your reports, you might be making these mistakes:
- Only showing the big report: Only promoting the full report and directing traffic to it is likely to turn people away. Sharing insights from the report in shorter content pieces can help attract a broader audience.
- Lack of targeting: Distributing reports without considering the specific interests and needs of the target audience can lead to disengagement. Tailoring a variety of distribution posts to different segments of your audience is crucial.
- Not utilizing multiple channels: Relying solely on one distribution method, like email, and neglecting other channels, such as social media, can limit reach and prevent you from reaching the right eyes.
Why use video to distribute your reports?
- Simplification of complex information: Reports are typically dense with text, making it difficult to effectively communicate their content through just a sentence, image, or link. Video transforms complex messages into understandable content, making it easier for your audience to grasp and remember important details.
- Preference and accessibility: In the digital age, consumers prefer consuming information through video. For instance, if you email a 10-page sustainability report to a stakeholder, they are unlikely to read it on their phone; however, they are more likely to watch a one-minute video summary. Same goes for a PDF vs. a video being shared on a social media feed.
- Ease of creation: Text-to-video AI platforms such as Storykit effortlessly convert dense text into captivating videos, streamlining the process of report distribution with efficiency and speed.
5 creative video ideas you can make from your reports
Ready to get more eyes on your report? Here are some examples of videos inspired by The Swedes and the internet in 2023 report that you can replicate to elevate your report distribution efforts.
1. Highlight important numbers
Spotlight a compelling statistic to instantly grab your audience's attention. This approach entices viewers to delve deeper and seek more information.
2. Listicle video highlighting top 5 insights
As mentioned earlier, delivering an entire report might not always be the most effective approach. Instead, highlight the five most pivotal insights to make your report more accessible, ensuring your audience captures its core essence.
3. Video summary of the entire report
For those who want to get an overview of the entire report, give them an alternative method of doing that with a video. Offering a video summary ensures your key messages are both captivating and memorable.
4. Video summary of one chapter of the report
Break down the content into focused stories for each subject or chapter discussed. By creating bite-sized content that addresses specific topics, you can attract a broader audience and cater to varying interests within your target audience.
5. Highlight different voices
Showcase quotes from your CEO or other represented individuals in your report with quote videos.
If you want to turn your report into videos like these quickly, then you should Storykit it.
Here’s a screen recording of us creating a report summary video in just 2 minutes with Storykit AI.
And here is the final result:
Get your report the attention it deserves
As the digital age continues to shape how information is consumed, ensuring your reports are both engaging and accessible will be paramount.
By adopting these modern distribution techniques and having a clear strategy, you not only ensure your audience grasps the essence of your findings but also position your organization as a forward-thinking leader in effective communication.
