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Hey there,

Last week 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).

Today I want to dive into Phase 1: Foundation.

This phase is all about creating your distribution strategy. It’s the blueprint that guides everything else moving forward.

Let's dive in.

Building your foundation

To make a distribution strategy work, you need two things:

1. Content worth sharing
2. Consistent promotion

Unfortunately a lot of companies I’ve worked with struggle to do both of these consistently and in tandem.

They either have great content and post about it once. Or create junk content and wonder why nobody is interested in what they promote.

Before you even worry about creating a distribution plan, make sure your original content is in order.

But throughout the rest of this letter, I’m going to make the assumption that you already have at least a few pieces of content that resonate with your audience.

So, assuming you have some sort of consistent content engine in place, now is the time to lay the foundation for your distribution strategy.

To build your foundation you need to...

1. Establish core messages (key topics that resonate with your audience)
2. Decide on your strong POVs (your take on the marketplace)
3. Review existing content library (current blog posts, podcasts, guides, and videos)

1. Establish core messages (key topics that resonate with your audience)

The main problem companies struggle with when it comes to distribution is not having a consistent message. I’ve audited dozens of companies' content strategies and distribution channels.

When I ask them which messages they want to be known for, these same messages almost never show up in a consistent way on their LinkedIn feeds, newsletters, or YouTube channels.

So step one is to align your team around the core messages that you want to be known for this year.

And then use those as the guardrails to create and distribute your content.

One question I like to ask every marketing leader is “If we could be known for one thing at the end of the year, what would it be?”

2. Decide on your strong POVs (your take on the marketplace)

One of the first things I look at when breaking down a company's distribution is their POVs.

Why?

Because distributing content without a POV leads to all sorts of problems down the road.

Your POVs will determine the topics and types of content you create.

And it's what differentiates you from everybody else.

The POVs should be high-level messages you want to get in front of your audience.

Think of things like:

• Your strategic narrative
• Your unique take on the market
• Problems your product directly solves
• Core things your audience wants to achieve

You want to make sure that the POVs you choose align with your overall marketing goals and company story and resonate with your target audience.

Otherwise, you end up…

• Wasting time and resources creating content that doesn't resonate with your target audience
• Creating content that doesn't align with your overall marketing goals
• Sharing a disjointed message that confuses your audience.
• Failing to stand out in a crowded market if your content themes are not unique or differentiated from your competitors.
• Losing credibility and authority

I like to choose between 2-4 POVs that can carry you throughout the year.

Because they act as guardrails to keep my messaging on track.

Here are 5 questions to ask to start nailing down your own POV to weave throughout your content:

1. What are common industry points of view that you strongly disagree with? Find the areas where you can zig while everyone else zags.
2. How do your services/products solve the pain points of your target audience? Draw direct connections between audience needs and your offerings.
3. How do you want your audience to feel after they engage with your content, and how does this relate to the service you provide? Find the emotions or reactions that mirror the experience or outcome of the service.
4. What are you (or your company) most passionate about in your industry? Uncover areas where you will be most enthusiastic and authentic in your content.
5. What topics do you find your company constantly researching or discussing? Identify natural areas of interest and expertise.

3. Review your existing content library

Once you have your core messages and POVs, now’s the time to tap into that giant content library you’ve been building over the years.

Start by compiling a list of your top blogs, ebooks, podcasts, webinars, and videos you made over the years. 99% of this stuff is sitting around on your website collecting dust.

Your job is to resurrect it from the dead.

Once you have a list of existing content to pull from content you, you can start bucketing them with your core messages.

You don’t have to overcomplicate this part.

Start a spreadsheet with your top 3-5 core messages at the top and simply add a link to the content underneath.

Choose your distribution channels

This step is important because not all distribution channels will work for every business.

And frankly, you’re not equipped to be successful on every channel.

But if you get your channels right...

...you’ll ensure that your content gets in front of the right audience.

So, how do you choose the right distribution channels? Here are a few things to keep in mind:

1. Know your audience: Understand where your audience spends their time online and focus on those channels.
2. Understand the channel: The biggest gap I see with company distribution, especially on social, is they don’t really understand the channels they’re posting on. So, before you jump on a channel, take the time to study, read, and watch what works.
3. Choose a channel you enjoy: Focus on one or two channels instead of trying to be everywhere at once.

And if you pick a channel you enjoy, you'll look forward to creating high-quality content that is platform-native and resonates with your audience.

Rather than sitting down with a blank doc thinking: "Why am I writing another stupid Twitter Thread?"

Now that you know your messages, have your list of content to amplify, and know which channels you want to promote your content on, you can move onto the next phase: Execution.

TL;DR

1. Create solid content: Make sure you have high-quality content worth sharing.
2. Align your messaging: Establish core messages and strong POVs that resonate with your audience and align with your goals.
3. Leverage existing content: Remix and repurpose your top-performing content to align with your new core messages and POVs.
4. Choose channels wisely: Focus on distribution channels that your audience uses and that you enjoy creating content for.
5. Prepare for the next step: With your foundation set, you’re ready to move on to the execution phase.

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.