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Hey there,

This month we kicked off a new weekly series where I'm breaking down each phase of the Distribtuion First framework. (Click that link to read the first post). Or check out Phase 1 or Phase 2.

Today I want to dive into Phase 3: Optimization

By the time you hit this phase, you’ve built up two muscles:

1. Proper planning
2. Remixing long-form content into platform-native versions

Now that you've got your initial flywheel in place, it's time to fine-tune everything.

You want to take what works and double down toward your goals.

So, what goals are we trying to go after?

When I work with a client or with folks inside the Distribution First community, I want to tackle three high-level goals:

We focus on profitability, scalability, and risk management…

1. Profitability is all about reducing creation costs and increasing impressions per piece of content. 

2. Scalability improves your ROI from your content without spending more money on ads or new content.

3. And risk management means we diversify distribution channels beyond just Google.

Then all the specific distribution goals are drawn out depending on what channels, content types, etc. you and your team create.

It doesn't make sense to measure a blog in the same way as a podcast.

Part of our job is to figure out that nuance and use the data to tell a better story to clients, leadership, and executives.

With that in mind, now let's move on to optimizing your distribution system.

1. Add distribution to your content roadmap

Now's the time to integrate distribution into your editorial calendar.

This is where we put distribution first.

No longer is distribution an afterthought. It’s a strategic part of your planning process.

When mapping out your content calendar or plan, include distribution plans alongside your content creation schedule.

Here's an example dashboard I use to plan/track distribution with clients

This way, every piece of content you produce has a clear path to reach your audience.

2. Create momentum across channels and mediums

Consistency is key. You need to build a rhythm that keeps your audience engaged and looking forward to more.

Regularly posting across multiple platforms ensures that your content remains top-of-mind for your audience, no matter where they spend their time.

Use a mix of formats (e.g., text, video, graphics) to keep the "same" content fresh over time.

And leverage each platform to drive traffic to your other channels. In the example above, the original blog distribution was driven by Google, but all of the micro-content was proactively shared on LinkedIn.

3. Build a proactive distribution calendar

Speaking proactive distribution...A distribution calendar is your roadmap to long-term engagement.

Instead of scrambling to promote content after it’s published, you’re planning ahead and then executing the plan.

1. Schedule "regular" posts: Create a baseline flow of content by scheduling posts in advance. This content typically comes for your regular content programs like blogs, webinars, and podcasts. This helps nurture your audience and should be 50-80% of what you distribute.

2. Coordinate everything that needs distribution: There's way more content that needs distribution other than your "content marketing" efforts. Product updates, sales needs, etc. all come into play. Plan any major content releases around strategic dates and coordinate your work ahead of time. That way you're not left scrambling to send out three emails in the same day or post too many promotional pieces at one time.

3. Track and adjust: Regularly review your calendar to see what’s working and what’s not. Use these insights to refine your strategy and improve your results.

Optimization isn’t just about doing more. It’s about executing better. By strategically planning your distribution, maintaining momentum across platforms, and proactively scheduling your content, you’re setting yourself up for success.

Struggling to consistently get in front of your audience, promote your content, and measure the impact? Check out my Distribution First Accelerator program or join the Distribution First community.

Have a great week! 👊

Justin

Founder, Distribution First

P.S. If you want to get a head start on building your own distribution strategy, check out my FREE 5-day email course.