Hey friend!

Mastering content distribution unlocks your marketing.

Unfortunately, we don't get taught how to do this. We're all just expected to figure it out as we go along.

But if you want your content marketing efforts to succeed and drive real results, you need a plan for how to get your content in front of the right people.

For the past 10 years, I have figured out what works (and what doesn't) when it comes to distributing content.

Here are 3 pieces of advice that will help you distribute your content to your audience, get new eyeballs on old content, and gain more customers without creating anything new.

#1: Focus more on distribution than production

When I was first starting out, I thought creating something "new" was what mattered.

It wasn't until I started to see diminishing returns that I started to think, “How much content do I need?”

It took me years of creating content to realize content production alone wasn’t what was impacting my growth.

But distribution was.

I have a sign in my office that says "What you focus on is what you get".

It's true in life.

And it's true in content marketing.

Step 1: Focus on distribution.

#2: Your content needs unique distribution

One thing nobody told me when I started was that different types of content need different types of distribution.

Just because something is getting a ton of traffic from Google search, doesn't mean that it will be hit on social media.

Or vice versa.

Because the audience's intent is completely different.

Searchers (someone looking up something on Google) are different than Scrollers (someone scrolling through their social feed).

And your content distribution strategy should treat each differently.

I like to break down each piece of content into two main buckets:

1. Demand Creation (building new demand/awareness)
2. Demand Capture (capturing existing demand)

Here's an example from Content Repurposing Roadmap

Demand Creation distribution channels include:

• LinkedIn
• X (Twitter)
• TikTok
• Email
• Instagram

Demand Capture distribution channels include:

• Google
• YouTube
• Quora
• Forums/Communities

Once you audit your content this way, you'll start to see exactly how each piece of content you create needs to be distributed.

#3: Marketing doesn't end after you hit publish

A quick story:

The hardest part of creating content is feeling like it's not making an impact.

A few years ago, I was working hard, but wasn't sure if I was doing it right.

I was putting out new content all the time, but wasn't sure if it was getting any traction.

I was creating a ton of stuff, but also burning out.

I found myself stuck on the content creation hamster wheel.

Then, I stumbled on Ross Simmonds.

And he taught me that content marketing doesn't end after you hit publish.

This Twitter thread on distribution changed my entire strategy.

As soon as I started focusing on distribution, everything changed.

I stopped focusing on: having a fancy content calendar, a big production plan, and creating as much content as humanly possible.

And I started focusing on: sharing content across the internet, updating older content, and repurposing what I already had.

In the beginning, don’t be surprised if you lose motivation, get overwhelmed, or feel like you can't find the time.

This is part of the process.

I went through all of those (and still do occasionally).

But for the most part, I've escaped the daily grind of always creating new content and now I have time to recharge and focus more on planning and strategy.

And all of this is possible when you put effort into your content distribution.

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!