How To Distribute Your Content Effectively

Ross Simmonds says, “Create once. distribute forever.”

Meaning the life cycle of your content doesn’t end when you press publish.

It just begins.

And even after distributing it, four months later, distribute it again.

This is how you maximize effective content.

But the first step is publishing valuable content.

Valuable content is content that is either:

• Entertaining
• Inspiring
• Educational

If it’s all three, then you have good content on your hands.

Great content is good content distributed effectively.

This entire newsletter is his playbook.

One Galaxy. Multiple Planets Of Distribution.

Let's take this newsletter.

It gets converted into an article that lives on Marketing Examined.

So, how do I create and distribute content that drives traffic to the article?

There are five ways.

1. Social

Not only is it easy to distribute content on social, but there is distribution built-in via shares, retweets, DMs, etc.

Twitter

• I'd write a Twitter thread breaking down how to distribute content.
• I'd link my article or newsletter at the end of the thread.
• I'd take small tidbits from the newsletter and turn them into quick tips.
• I'd link the blog post in the following tweet (after it reaches 50+ likes).

Instagram

• I'd convert the newsletter piece into a carousel post.
• Then I'd take screenshots of those quick tip Tweets and post them on Instagram.
• In the caption, add a CTA to check out the full article in your bio.
• I'd then create two videos for Instagram Reels.
  • One where I cover the newsletter topic in under 45 seconds.
  • One where I cover the quick tips.

LinkedIn

• I'd take that same carousel I made for Instagram and publish it.
• I'd adjust that Twitter thread a little and publish it on LinkedIn.
• A few days later, I'd publish it as a native article on LinkedIn.
• And those quick tips, the same goes -- publish on LinkedIn.

Facebook

• I'd take my Twitter thread hook and use it for Facebook while linking to the article.

TikTok

• I'd take the two Instagram Reels I made and publish them on TikTok
  

2. Forums

Quora

• I'd find a question relevant to the topic I discussed in my article followed by 100+ people and lay down a detailed response that provides immense value.
  • Then link to the article.
  • Not only will a percentage of the people who follow click, but Quora will also send a % of their subscriber list the response.
• I'd then take that same piece, upload it to Quora and publish it as a native article.

Reddit

• I'd find a subreddit.
  • Find 2-3 questions you can answer.
  • And take the same answer I dropped in Quora and change it just a little for Reddit.

The goal is for viewers to give you Reddit Gold.

This means content so good that they don’t have to click your blog to get the value but do it just for the icing on the cake.

(H/T Ross Simmonds)

Niche Forums

• Then I'm finding niche forums and distributing the content natively.
  • IndieHackers
  • GrowthHackers
  • HackerNews

3. Communities

There are three ways to win inside communities:

1. In the comments
2. Sharing directly
3. Sponsoring the group

To distribute effectively, I'd find and participate in valuable communities on these channels:

• Slack
• Facebook Groups
• Discord
• SugarBiz
• Circle

4. Publications

Medium Publications

• Here I'd find a medium publication that has a significant amount of subscribers and ask if I can contribute to the publication.
  • Now when they press publish, it will notify all of their subscribers about your piece.

Substack

• Next, I'd head over to Substack and search for publications related to your field.
• I'm going to reach out to different creators/publications and ask for one of two things:
  • For them to curate your piece of content (if this is something they do)
  • To sponsor their newsletter

5. Your Team

This refers to people in your circle.

Here's a list I'd use:

• Any co-workers or employees
• Friends with a similar audience
• Influencers who you support too

Putting It Together

Don't just schedule a content creation day.

Ross spends his Wednesdays completely devoted to distributing content.

And focuses on distributing on:

1. Social Media

2. Forums

3. Publications

4. Communities

5. His Team

The key is to give native value that's reciprocated in interest via link clicks.