Hey friend!

Here are 3 big takeaways, 2 repurposing plays, and 1 distribution challenge to help you get your content in front of the right people this week…

Should You Pay for Content Distribution?

These lessons come from my conversation with James Carbary on organic vs. paid distribution.

3 Big Takeaways from James Carbary

1. Organic reach is no longer enough

Platforms like Apple and Spotify aren’t designed to push your podcast to new audiences. LinkedIn is relying more and more on Thought Leadership Ads. And the Google search results pages are a mess. Counting on organic algorithms alone is a slow, unpredictable game that most marketers can't wait for.

2. Paid media guarantees distribution

Instead of spending ad dollars on gated ebooks or webinar sign-ups, redirect a portion of that budget toward distributing your best content. YouTube and LinkedIn offer some pretty powerful targeting options to put your content in front of the right audience with specific goals.

3. Paid + Organic = A Winning Formula

I'm always going to be an orgainic-first marketer, but paid ads boost your visibility so much faster. The best approach blends both and gives you instant results while you still can build toward meaningful audience growth.

2 Repurposing Plays to Try

1. Turn short-form clips into LinkedIn Thought Leader Ads

Identify a powerful moment from your podcast, post it organically first, and then boost the best-performing clips to your ideal audience. Thought leader ads on LinkedIn can cost as little as 5 to 10 cents per impression.

2. Use your best content as paid ads

Instead of promoting only gated assets or bottom of funnel ads, run ads featuring high-value content. These could be your best LinkedIn post, a podcast clip, or data from a gated report. Give value upfront and let people engage before ever asking for anything.

1 Distribution Challenge for You

Not sure where to start with paid ads? Don't worry. Most content marketers don't. (Myself included!)

But if you had $500 to promote your content this month, how would you make it count? It's a fun thought exercise to get you thinking.

WATCH: Learn how top marketers are using paid distribution to amplify their content

Have a great week! 👊

Justin

Founder, Distribution First Academy

P.S. If you like this newsletter and want to simplify your content marketing and get off the content hamster wheel, here are 3 ways you can do it this week:

1) Get the 5-Day Distribution Playbook

2) Join the Distribution First Academy

3) Subscribe to the YouTube Channel