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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 here.

Today I want to dive into Phase 2: Execution

With your strategy in place, this phase is all about launching your first distribution flywheel.

• Create distribution documents for top content (pre-written content for sharing on different platforms)
• Start publishing platform-native versions of your best content (create LinkedIn posts from your blogs that folks actually want to read)

Have you heard of Zero-Click content?

It was first coined by Amanda Natividad, VP of Marketing over at SparkToro.

And it's content that provides valuable information to users without forcing them to leave the platform they're on.

It’s taking what you’ve already created (blogs, podcasts, webinars, etc.) and remixing it for another channel.

You don’t want to simply promote a new blog post. You want to pull some of the best content out and let the audience to decide if they wanted to click to read more.

And give the audience a taste of what the larger piece of content is all about.

It feels counter-intuitive to give away the best information for free, but it's the best thing you can do to promote your content.

Now let's dive into setting up your distribution docs so you can consistently create that type of content.

Step 1: Set up your Distribution Doc

The first tool in your arsenal is the distribution doc. This is an incredibly simple yet effective template designed to streamline your repurposing process. Here's how to kick things off:

1. Title: Enter your blog post title.
2. Link: Add the link to the original post for easy reference.

While this might sound rudimentary, this doc serves as your blueprint for slicing and dicing content without a ton of effort. You can create these docs in Notion, Google, Word, or any other notes app. Just make sure you can easily organize and share them.

Step 2: Create a Summary Post

Next, let's craft a summary post to give your audience an at-a-glance view of what your blog entry is about. This would be considered the “promotional” post. You still want to provide some value, but it’s main goal is to let your audience know that this piece of content exists.

Start by copying the introduction from your blog, especially if it’s compelling and informative. Paste this into your summary section and tweak it to share:

• What the post is about
• Why it matters to your readers
• A call to action for further reading

This ensures your social content is both engaging and actionable.

Step 3: Break down Themes using H2s and H3s

Here’s where you turn long-form content into snackable bites. Go through your blog and identify every H2 (and H3 if applicable). These headers serve as your themes. For each one, do the following:

1. Copy the text under each header.
2. Find the hook and meat of the post.
3. Rewrite it for social media, making the content brief and impactful.

The goal is to create a bunch of mini-posts that you can share on different platforms.

This paragraph...

Turns into this social post...

Step 4: Repurpose images and graphics

Don’t overlook the visuals within your blog posts. High-quality images and custom graphics are goldmines for social media engagement. Pull these visuals and adapt them for various platforms like Instagram and LinkedIn.

Step 5: Build your library and schedule content

Once you’ve extracted and repurposed content fragments, compile them into your distribution doc. With everything organized:

• Schedule posts across your social media platforms.
• Plan for weeks, months, or even years of content.

Imagine spending just a few hours creating multiple distribution docs and ending up with enough custom posts to keep your social feeds active for weeks.

Yes, you can do this efficiently.

Within 60 minutes, you can transform a single blog post into dozens of social media content pieces and maximize the distribution of your content.

Over time, those documents turn into a full library you can always go back to and pull content from.

And you don't have to stop at social posts. You can create custom video scripts, newsletter articles, podcast ideas, and more out of the content you already have sitting around.

If you have a question or want to learn more about what it takes to implement this system at your company, 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 email course.