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Hey there!

So many content teams struggle to effectively distribute what they create.

And without a solid distribution strategy, you end up wasting time, energy, and money on content that fails to reach its potential.

But what if I told you there's a better way?

Today I'm going to over the exact 9-step system that some of my clients have used to 10x, 100x, and even 500x the ROI from their content.

Quick note: As tempting as it sounds, this isn't a magic pill. Before you can distribute effectively, you need high-quality content tuned to your audience's needs.

The good news? Once you lay that groundwork, this framework optimizes what content you have over and over again.

(And you may even create less and see better results than you were getting before.)

Let's walk through exactly how to build your full-proof distribution strategy:

Step 1: Assess Where You Currently Stand

First, analyze what distribution efforts you currently have.

• What content did you create recently?
• How was it promoted?
• What were the outcomes?

Mapping channels, formats, and performance metrics allows you to evolve based on real data vs assumptions.

Then you should identify any gaps in your current distribution strategy and explore new opportunities for promoting your content.

This could involve researching new channels, experimenting with different formats, and setting clear performance metrics to measure the success of your efforts.

By taking these steps first, you can make sure that your distribution efforts are effective and aligned with your goals.

Step 2: Plan Distribution Before Creating Content

Too often teams make the mistake of publishing their content before distributing it.

But this approach should be flipped on its head.

When distribution is treated as an afterthought, the lifespan of the content suffers, and you end up on the content hamster wheel.

Step 3: Integrate Distribution Details into Your Content Roadmap

To make your roadmap more actionable, it's important to add specific details such as channels, formats, demand drivers, and other relevant info into your overall content plan.

This additional context will let you create content that is ready to be promoted as soon as you create it.

Step 4: Rank All Content

Not all content drives equal value.

That's why it is crucial to have a framework in place that assesses the relevance, quality, originality, and impact of each piece.

By ranking content systematically, you can prevent wasted efforts and make sure that your resources are utilized effectively.

Step 5: Build Momentum for Key Content

Think like an author marketing a book. And always promote your best assets across a variety of formats and channels.

After you create a big piece of content it needs to be widely shared on social media, podcasts, videos, blogs, and newsletters. And shared over a long period of time.

If an author only marketed their book for a quarter, it wouldn't be very successful.

Marketing your content is an ongoing process. The more you share your content with your audience, the easier it is to refine your messaging and adapt strategies based on that feedback.

Step 6: Focus on Key Channels and Formats

Lack of focus is one of the top limitations I see on marketing teams. But you have to resist the allure of shiny new tactics that try and steal your attention.

Instead, maintain a laser-like focus on 1-2 core channels and formats that you can consistently excel at.

Then as you progress, you can gradually shift and expand your strategy.

Step 7: Create Launch Plans

I love to standardize content launch workflows across different content types like blog posts, videos, and podcasts.

By implementing consistent distribution procedures, you can save time and it makes the entire process more repeatable.

Step 8: Repurpose and Remix to Reach More People

To make sure that your original asset reaches a wider audience, it's important to repurpose it across different formats and remix the content.

You can transform your blogs into a video, or convert your podcasts into a collective guide.

It's not always about getting the most amount of views on a single piece of content. Sometimes it's all about getting the widest reach on your ideas as you possibly can.

Step 9: Collaborate Across Teams

Unfortunately, there is no one-size-fits-all distribution framework.

Every company could take each one of these steps and run with them in their own unique ways. Even the companies I consult for all have their own spin on how we implement their distribution strategy.

Because distribution is a team effort.

When you're starting out, focus on transparency and gradual optimization vs. perfection.

And try to encourage everyone to actively participate in the assessment process and provide constructive feedback.

The more unified a team is around what they create and how they promote it, the more successful they'll be.

Have a great week 👊

Justin

Here are 3 ways I can help you...

1. NEW: 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!