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:

1. 
   

   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.

  
  




2. 
   

   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.

  
  






3. 
   

   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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