In this episode, Ross lays down the law on modern content distribution and why "hoping it goes viral" isn't a strategy. He breaks down the five most common mistakes marketers make with distribution, highlights the new reality of reaching audiences in the AI and multi-channel era, and walks you step-by-step through building a powerful, repeatable distribution system that delivers results. If you’ve been creating high-quality content but struggling to get it in front of the right audience, this episode gives you the system, mindset, and framework to turn things around.
Key Takeaways and Insights:
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Hope Is NOT a Strategy
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Pressing “publish” is not enough to drive content success.
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Distribution is what transforms good content into great, high-impact content.
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If no one sees your content, it may as well not exist.
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5 Common Distribution Mistakes
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Publish Once, Then Disappear
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Celebrate distribution, not just publishing.
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Implement a content distribution calendar to continuously share and promote assets.
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Relying on a Single Channel
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Multi-channel presence is essential to stay top of mind and generate multiple touch points.
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Don’t stick to just LinkedIn or X — explore YouTube, Reddit, newsletters, Slack groups, and more.
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Assuming Organic Reach is Guaranteed
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Social and SEO algorithms don’t owe you visibility.
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Use rented platforms to build owned ones (e.g., newsletters), and pair organic with smart paid amplification.
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Not Repurposing Content
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A blog post should become a LinkedIn carousel, a video, a thread on X, a newsletter, etc.
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Embrace the mantra: Create Once, Distribute Forever.
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Failure to Track Performance
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You can’t optimize what you don’t measure.
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Use tools like GA4, HubSpot, Ahrefs, etc., to analyze what’s working.
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How to Build a Real Distribution System
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Audience & Content Market Fit Research
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Understand who your audience is, their interests, pain points, and where they hang out online.
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Go beyond business competitors — study top-performing content in other niches (MrBeast, Yoga with Adriene, etc.) to understand attention mechanics.
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Create a High-Value Pillar Asset
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Choose a format (blog post, video, case study, podcast, etc.).
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This asset will form the nucleus of your distribution efforts.
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Repurpose & Atomize
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Break your pillar asset into quotes, clips, carousels, threads, email snippets, and more for long-term promotion.
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Define Distribution Across PESO
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Paid (ads, boosts)
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Earned (press, influencer shares)
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Shared (social, communities)
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Owned (newsletter, blog)
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Measure Everything & Iterate
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Use data to guide future efforts and content decisions.
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Recommended tools: Google Analytics 4, HubSpot, Ahrefs, SparkToro, UTM dashboards, and Distribution.AI.
Resources & Tools:
🔗 Distribution.ai
🔗 Create Once, Distribute Forever
🔗 HubSpot
🔗 Ahrefs
🔗 Google Analytics 4
🔗SparkToro
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