How to Build a Smart Distribution Engine (with Dave Gerhardt, the Pipeline podcast)

"You have to invest in what works and ask yourself 'how does this link back to our overarching goal?'...and what you'll notice is that one aspect of your niche serves your audience better than the others."

On this episode, I share how to build your content distribution engine in a way that helps your content marketing strategy thrive for the long term. Avoid the tendency to underestimate the opportunities that exist after you hit publish on your content.

Tweets can become blog posts. Blog posts can become podcasts. Podcasts can become videos. Videos can become webinars.

Over the last few years, I've distributed blog posts, videos, podcasts, slides, infographics & more for my own brand & for clients to reach millions of people.

The content I've touched has made the front page of Reddit 7x, combine for more than 1M visitors via social & referral traffic, more than 1.2M views on Slideshare, over 500,000 impressions on Twitter & 40,000 views a month on LinkedIn.

> This doesn't include any of the results that came from paid

> This doesn't consider the ROI from using remarketing

> This didn't come from begging for shares

> This didn't come from a lucky break

It came from having a deep understanding of how to spread stories across multiple channels without coming off as a spammer or someone STARVING for more diverse traffic. This isn't some special skill or talent...

It's something I've trained people how to do at my agency. And it's something that they've gone ahead and trained our clients how to do internally. We actually made a playbook on Distribution. It can be found here: https://training.foundationinc.co/dream

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Ross Simmonds is the CEO and founder of Foundation, a content marketing agency that partners exclusively with ambitious B2B brands looking to create and distribute content that inspires action and produces sales and leads.

Ross hosts the weekly podcast "Create Like the Greats" and speaks on stages all over the world about the power of content marketing.

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