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:
Hope Is NOT a Strategy
Pressing “publish” is not enough to drive content success.
Distribution is what transforms good content into great, high-impact content.
If no one sees your content, it may as well not exist.
5 Common Distribution Mistakes
Publish Once, Then Disappear
Celebrate distribution, not just publishing.
Implement a content distribution calendar to continuously share and promote assets.
Relying on a Single Channel
Multi-channel presence is essential to stay top of mind and generate multiple touch points.
Don’t stick to just LinkedIn or X — explore YouTube, Reddit, newsletters, Slack groups, and more.
Assuming Organic Reach is Guaranteed
Social and SEO algorithms don’t owe you visibility.
Use rented platforms to build owned ones (e.g., newsletters), and pair organic with smart paid amplification.
Not Repurposing Content
A blog post should become a LinkedIn carousel, a video, a thread on X, a newsletter, etc.
Embrace the mantra: Create Once, Distribute Forever.
Failure to Track Performance
You can’t optimize what you don’t measure.
Use tools like GA4, HubSpot, Ahrefs, etc., to analyze what’s working.
How to Build a Real Distribution System
Audience & Content Market Fit Research
Understand who your audience is, their interests, pain points, and where they hang out online.
Go beyond business competitors — study top-performing content in other niches (MrBeast, Yoga with Adriene, etc.) to understand attention mechanics.
Create a High-Value Pillar Asset
Choose a format (blog post, video, case study, podcast, etc.).
This asset will form the nucleus of your distribution efforts.
Repurpose & Atomize
Break your pillar asset into quotes, clips, carousels, threads, email snippets, and more for long-term promotion.
Define Distribution Across PESO
Paid (ads, boosts)
Earned (press, influencer shares)
Shared (social, communities)
Owned (newsletter, blog)
Measure Everything & Iterate
Use data to guide future efforts and content decisions.
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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