Hey friend!

Think back to your last blog, podcast, or video.

Did you actively promote it? Did you market it for more than a day?

How about a week?

Is it non-existent in a month?

Most of the folks I chat with admit they have zero plan for their content after it goes live.

And that's a shame.

Because it's costing companies gobs of time and money every single year.

Content marketing is no longer just about what you create, but how you share it with the world.

And marketers can no long rely on the tactics and strategies that got them where they are.

Everything is constantly changing and we need to adapt to it.

I recently chatted with Brett McGrath on the Distribution First Podcast, about the current state of content distribution, where it's heading, and what we need to lean into in 2024.

Here are my top 5 takeaways:

1. Moving from production to distribution

There's been a massive shift from merely creating content to strategically distributing it.

The game has changed from producing content and hoping it gets discovered to actively placing it where your audience spends their time.

Smart marketers are catching on.

2. More niche, more money

Broad, generic content is out.

Focused, niche-targeted content is in.

I've built my entire business around repurposing and distribution rather than trying to be a content marketing catch-all.

The more narrow you hone in, the more value you can bring to a specific group of people. And the better your content will be.

3. AI is your friend (not your replacement)

AI tools have become game-changers in the efficiency of content distribution.

I can do the same amount of work in a few hours that I used to pay an entire team to do over a few weeks.

Tools like Wysper.ai, Castmagic, Descript, and ChatGPT make it possible to 10x your output without a giant team or budget.

4. Make it seem like you're everywhere

"Dude, you're a machine. I see you everywhere right now."

That's what someone told me when I hopped on a call a few weeks ago.

Being everywhere your audience is might sound daunting. Because it is.

But you can create the illusion of omnipresence without spreading yourself too thin.

Here's how I do it every week.

1. Podcast every Tuesday
2. Midweek emails send
3. Newsletter on Saturday
4. LinkedIn Monday-Saturday

Every week I'm releasing a few longer, original pieces of content and 6 micro pieces across 3 channels (podcast feed, LinkedIn, email).

The key is to choose the right channels and build a system that consistently amplifies your content across those platforms.

This is what makes your brand seem larger than it really is.

5. Leveraging internal champions

Your team could be your most powerful, yet underutilized, distribution channel.

(And if you don't have a team, lean on your customers for user-generated content.)

Encouraging your advocates not only extends your reach, but also adds a new layer of authenticity and trust to your brand.

Community update!

So much is happening with the Distribution First membership. Much of it is behind the scenes, but I'm pushing everyone involved to launch this thing ASAP.

This week we've:

✅ Brainstormed workshop ideas with a few content experts

✅ Added 15 more people to the waitlist

✅ Refined the content plan

✅ Added a few new templates

✅ Finalized app development

Founding member pricing will be at least 50% off the public launch rate. Hop on the waitlist to make sure you're one of the few folks who will lock in early bird pricing for life. 

Have a great week! 👊

Justin

Here are 3 ways I can help you...

1. An Introduction to Content Distribution: Watch my free 20-minute workshop to learn the simple step-by-step process to get more out of all your content and become the most effective content marker in your industry.

2. Content Repurposing Roadmap: This is my flagship course. Build a custom content distribution plan in less than 60 minutes.

3. Content Repurposing Masterclass: My next cohort is kicking off soon! We'll have live calls, community discussions, support, and more. Sign up for the waitlist to get early bird pricing!