Streamlining Content Distribution

A Content Director told me yesterday: “We’re sitting on so much unused content, it’s insane.” Most teams have a BIG distribution problem, and it's costing them more than they realize. Marketers churn out webinars, eBooks, and articles—then promote them with a couple of LinkedIn posts before jumping to the next project. They're focused on volume. More blog posts. More webinars. More, more, more. No matter how much they produce, they're always behind. Overwhelmed. Frustrated by the low ROI. But here's the thing: you can't expect to get full ROI from your content if you're only promoting it with a couple of LinkedIn posts. Content distribution isn’t an afterthought. It determines whether your content will be successful or not. Here's the distribution playbook we use for B2B companies with long sales cycles: 1. We develop highly relevant topics based on data from customer research and recent sales calls. 2. We select 3 subject matter experts within our client's organization who are comfortable on camera and willing to build their LinkedIn presence. 3. For each topic, we conduct a 1-hour video interview with an SME. 4. We curate the best insights from each interview recording and turn them into 1 long-form article, 5 video clips, and 8 LinkedIn posts. 5. We publish this content from the personal LinkedIn profiles of your SMEs (3-5 times per week). Personal LinkedIn profiles get 5x the reach of company pages, so you're missing out big time if you only focus on your company page. 6. We repurpose the interview content across other channels: → Articles and video clips on your website → Full interviews on YouTube → A weekly newsletter with the best insights 7. After 3 months, we launch LinkedIn Thought Leader Ads to amplify your experts' best-performing posts. 8. After 6 months, we launch an employee advocacy program to turn other employees into a powerful organic marketing channel with massive reach. We repurpose existing content to fuel this program. _____ 👉 For December, we have two spots left for a free content strategy audit. Get a customized: ✅ Content analysis ✅ Distribution audit ✅ Content strategy plan for 2026 Book your session here before they're gone: https://lnkd.in/e6fv-iix

13 years spent distributing content to news outlets, bottled up into 1 learning: it doesn't matter how good your content is, unless you *remove friction.* Good content that has created a path of least resistance will always beat out great content that hasn't thought through distribution. I started my career distributing Graphiq Inc.'s library of billions of interactive data visualizations to publishers. (The team back in Santa Barbara even made this Fathead of me making it rain visualizations, h/t Michael Dein and David Schnurr 😉) Then spent the past 7 years with Stacker thinking about how to distribute full stories to news outlets across the country. (In October we landed 169 different articles on 100+ publications each). The whole time was essentially spent thinking about how to both make editors lives easier and circumvent the traditional PR process. Turns out its all the same thing. You have to do 3 things: 1) Remove manual friction - editors get 100s of emails/day and the last thing they have time for is to sift through each, figure out what's legit, and then copy/paste/reformat things into their legacy CMS. Find ways to circumvent this and you will already be ahead of the competition. 2) Guarantee IP - publishers don't want to get sued. So make it an easy yes, and rep what you are providing them. Remove any concern for "ok but can I actually use this?" 3) Be consistent - Humans are creatures of habit, and you need to help form a good habit around what editors can rely on you for. This means producing/providing a consistent flow of great content (or teaming up with other sources to create this in aggregate, like Stacker does). Good content that has created a path of least resistance will always beat out great content that hasn't thought through distribution. But great content, with intentional distribution, is the golden snitch. (wins every time).

Did you know that 60% of creators struggle to share content across platforms consistently? I was stunned when I learned this statistic. As someone in the content creation game for years, I thought most creators had this figured out. I used to believe that manual cross-posting was just part of the job. But diving deeper, I've uncovered some game-changing insights: Automation is key: Tools like IFTTT can drastically reduce the time spent on content distribution. Platform-specific optimization matters: Automated posts can be tailored for each platform's unique audience and format. Consistency breeds growth: Regular, automated sharing helps maintain audience engagement across multiple channels. Time saved = more creation: By automating distribution, creators can focus more on producing high-quality content. Real-world impact: One YouTuber grew their Reddit community from 10k to 60k followers in 6 months by automating their video-sharing process. (I'll share the Applet below) This shift in perspective has completely changed how I approach content distribution. I'm now able to reach more people with less effort, allowing me to focus on what really matters – creating valuable content. 🤔 Question for fellow creators: How are you currently managing content distribution across platforms? Are you leveraging automation tools? Let's discuss how we can evolve our strategies to build stronger, more engaged communities in 2024 and beyond! #ContentCreation #Automation #CommunityBuilding

Struggling to post content consistently? You’re not alone—here’s how to fix it ↴ For over 15 years, I’ve built content systems for everyone from solo founders to Fortune 500 giants. ✔️ At Brand.com, I helped influencers amplify their success online. ✔️ At News Innovations, I brokered sponsored content for global publications like the New York Times. ✔️ With Presto Media, I scaled content for digital publishers ✔️ At Zenpost, I empowered solopreneurs to focus on growth, not editing. These experiences taught me how to create systems that make content creation effortless and effective. Below are 7 lessons I’ve learned to help you, as a solo founder, build a streamlined content system that keeps you consistent and attracts clients. Let’s learn... 1️⃣ 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗟𝗲𝗮𝗻 𝗦𝘁𝘆𝗹𝗲 𝗚𝘂𝗶𝗱𝗲 Your style guide is your brand’s Rosetta Stone, ensuring every post sounds like you. Keep it simple—outline your voice, tone, and key formats. A clear guide saves you from endless revisions and keeps your content on-brand, whether it’s written by you, a team, or AI. 2️⃣ 𝗦𝘁𝗮𝘆 𝗛𝗮𝗻𝗱𝘀-𝗢𝗻 𝗘𝗮𝗿𝗹𝘆 𝘄𝗶𝘁𝗵 𝗘𝗱𝗶𝘁𝗼𝗿𝗶𝗮𝗹 𝗢𝘃𝗲𝗿𝘀𝗶𝗴𝗵𝘁 Early on, you need to review every piece to ensure it’s authentic and accurate. Be the gatekeeper for a month or two, giving feedback to train writers or AI. This builds a system that eventually runs smoothly, letting you post consistently without stress. 3️⃣ 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝗥𝗲𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗧𝗮𝘀𝗸𝘀 Automation is your time-saving superpower. Set up tools to update content statuses or ping your team. This consistency keeps your content flowing, so you’re not stuck micromanaging. 4️⃣ 𝗨𝘀𝗲 𝗡𝗼𝘁𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗦𝘁𝗮𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗟𝗼𝗼𝗽 Notifications are like your workflow’s personal assistant. Set up reminders for deadlines or flags for issues. They let you stay hands-off but informed, ensuring your content system hums along without delays. 5️⃣ 𝗢𝗿𝗴𝗮𝗻𝗶𝘇𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗟𝗶𝗸𝗲 𝗮 𝗣𝗿𝗼 A content management system is your secret to sanity. Use a database to manage drafts and schedules. This clarity means you’ll never lose track, making consistent posting a breeze. 6️⃣ 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗜𝗻𝗽𝘂𝘁𝘀 𝗘𝗾𝘂𝗮𝗹 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗢𝘂𝘁𝗽𝘂𝘁𝘀 Garbage in, garbage out—simple as that. Feed your system clear briefs, examples, and a solid style guide. This ensures every post aligns with your vision, keeping your audience engaged and your brand strong. 7️⃣ 𝗞𝗲𝗲𝗽 𝗬𝗼𝘂𝗿 𝗦𝘆𝘀𝘁𝗲𝗺 𝗜𝗻𝘁𝘂𝗶𝘁𝗶𝘃𝗲 A clunky system is a content killer. Design your workflow to be easy for you and your team. An intuitive system prevents delays, so you can focus on creating, not troubleshooting. Building a streamlined content system with these lessons isn’t just possible—it’s your ticket to consistency. Stop letting content creation overwhelm you. Implement these tips and watch your content creation thrive. Ready to streamline your content creation? Shoot me a DM and let’s chat!

If you’re struggling with distribution… here’s a tactic for getting the most out of your content: 1. Create a primary distribution list These are the spots where you distribute every single piece of content. It’s typically: Your own social Your newsletter Your podcast Your blog 2. Make a secondary distribution list Now this is where things really take off. For specific pieces that you want to distribute further, you can treat it a little bit like a campaign. You have to look past your typical means of promotion to things like: -social spread through influencers (or even your own made up street team) -social spread through all of your employees (Nooks.ai does this so incredibly well. Have you seen their recent campaign of booking a demo after ingesting hot sauce???) -mentioning the piece on a podcast one of your employees or CEO is already set to appear on on the topic (or booking one to speak on it) -guest posting (yes it’s still a thing, though definitely not as much) -contributing articles to relevant sites -a sponsored spot on a newsletter, or a feature in a relevant newsletter (if you can pitch the piece to them they might even make a full post on it) Sooo many ways. For instance… Say you have a piece of original research. A report, if you will. Here’s how extra distribution might play out: Do all of your primary distribution… spread the research on your social, in an email, in your newsletter… Then, 1. Break the original research into 4 optimized articles 2. Create paid ads to send people directly to both the articles and the original research itself 3. Look for any pieces on the internet that 4. If anyone in your company has a good social presence and relevant audience, have them do a little promo too, if they’re comfortable with that 5. Have all of your SDRs share it in their own way across social 6. Create a list of all the articles you can find across the internet currently using stats that are relevant to your research, that you can now update. If your material is now more up to date and accurate, you can send the article owner a message with that info. They’ll likely be grateful and replace the old data with your new, blessing you with a nice backlink If you’re reaaallyy planning ahead, you can build up some hype across social first and create a waitlist to distribute it to once published. Okay, that was a fair amount. Hope it helps! Annnnddd DISTRIBUTE!!!!

I've worked with over 100 brands, and we've generated 750 Million+ views. Relying on inspiration alone won’t cut it... The secret? A content system that’s scalable and repeatable. And for me, ClickUp is the backbone of that system. Here’s how we leverage ClickUp to take our content from ideation to distribution, ensuring that every piece not only gets created but actually delivers results: How we use ClickUp to streamline content creation: Ideation: A collaborative space for brainstorming and refining ideas. Task Creation: Each idea becomes a task with clear goals and deadlines. Task Assignment: Tasks are assigned to the right team members with automatic reminders. Progress Tracking: Visual boards track every stage, ensuring smooth workflow. Feedback: Assets are reviewed, edited, and approved within ClickUp. Content Scheduling: Final content is scheduled and tracked for performance. This system keeps everything moving forward—without the chaos, missed deadlines, or creative burnout. Follow for more insights on how to create content that converts.

Content is only half the battle. The other half? Getting the right eyes on it. Most B2B marketers focus 80% of their energy on creation: - Let's write another blog post - We need more case studies - Should we make a video series? But they spend 20% on distribution. This is backwards. Here's the reality: - Average content gets 10x results with great distribution - Great content gets 0 results with poor distribution Your competitors aren't creating better content than you They're just better at getting it seen. The best B2B teams flip the equation: → 30% creation, 70% distribution Here's how they do it: 1. Build a distribution-first mindset - Before creating, ask: How will this reach my ICP? - Map out 5+ channels for every piece of content - Plan repurposing before you hit publish 2. Turn 1 insight into 20 touch points LinkedIn post → Newsletter → Blog → Podcast → Email sequence Interview → Short videos → Quotes → Infographics → Thread Case study → Social proof → Sales collateral → Webinar content 3. Leverage other people's audiences - Guest on industry podcasts - Collaborate with complementary brands - Get featured in newsletters your buyers read - Comment strategically on industry leaders' posts 4. Activate your internal network - Train your team to share and engage - Create employee advocacy programs - Turn customers into content amplifiers - Get your CEO posting regularly The biggest mistake? Creating content in isolation and hoping it finds its audience. Your content deserve an audience. Your distribution strategy earns one. Need help building a distribution system that actually works? We help B2B founders create content strategies that generate qualified pipeline, not vanity metrics. → DM me "DISTRIBUTION" to discuss your content marketing strategy.