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Hey friend!

The more folks I talk to about distribution, the more I realize almost none of the pitfalls come from the tactics and strategies you're using.

It's all a mindset shift.

One that shifts away from only performance-driven metrics to focus more on value and attention.

I know, it sounds a bit counterintuitive. Especially when you're on a lean team and every piece of content needs to prove its worth.

But hear me out. This simple shift can have a significant impact on your content strategy.

I know it has for mine.

Get off the content hamster wheel for good...

As a marketer, one of the most important things I've learned is that you can't excel in a silo.

My best (and most fun moments) came when I had a group of marketers in my circle for accountability and support, to learn from, and to grow with.

And this is why I started the Distribution First community.

It's a place to connect with like-minded marketers to follow a proven roadmap of success and get the support you need to build and scale your content engine without burning out.

For more information, hit this link.

Now, onto our regularly scheduled programming...

Many of us have been trained in a Google and SEO world.

We got rewarded with pats on the back for high keyword rankings, page views, and direct downloads or demos.

It feels great, right?

Seeing those numbers climb is addicting. And I used to watch those numbers like the stock market every single morning.

But there's a catch...

When you focus solely on these performance metrics, you end up chasing the wrong goals.

You start to lose sight of what truly matters—creating content that adds real value to your audience.

In the long term, attention is the real currency.

You want to drive attention toward yourself, your company, and what you do. Your goal should be to educate, entertain, and position yourself as an expert in your field.

• It's not about how each piece of content performs in isolation.
• It’s not about whether a post leads to a site visit.
• Or how much revenue a LinkedIn post generates.

These are micro questions.

The bigger picture—on the macro level—is what matters most.

• Are you consistently creating content that resonates with your audience?
• Are you building trust and authority over time?

Because when you do that, good things start to happen naturally.

If someone enjoys your LinkedIn post, they’re far more likely to pay attention the next time you pop up in their feed. And that's the attention you want.

The kind where your audience looks forward to your content and trusts your expertise.

This is a big shift for a lot of marketers. But it’s a necessary one.

By building long-term relationships through valuable, consistent content, you'll find that the traffic, engagement, and ROI naturally follow.

So next time you're creating content, ask yourself:

• Is this going to add value to my audience?
• Is it going to position me as an expert?
• Will it educate or entertain my audience?

If the answer is yes, you’re on the right track.

And the results will speak for themselves.

Have a great week! 👊

Justin

Founder, Distribution First

P.S. If you like this newsletter and want to support it, here are 4 ways you can do it this week:

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