You’ve probably heard it a million times: “Content is king.”
But over the years, I’ve learned that this isn’t entirely true.
No matter how brilliant, insightful, or innovative your content is, it won’t make an impact unless people see it. That’s why I’ve come to a simple conclusion: Content isn’t king—distribution is.
The success of your content doesn’t end when you press “publish.” That’s just the starting line. If you want your content to drive meaningful results, you need a strategy to amplify it. Let’s explore how you can create a powerful distribution strategy that ensures your content gets the attention it deserves.
The Rule of Two: Spend Twice as Much Time Distributing as Creating
Most marketers dedicate all their energy to content creation, only to promote it once and move on to the next thing. That’s a huge missed opportunity.
Here’s my golden rule: Spend twice as much time promoting your content as you do creating it.
Why? Because the internet is noisy. Millions of blog posts, videos, and social updates are published every day. To stand out, you need to go beyond creation and master distribution.
Building a Winning Content Distribution Strategy
A strong content distribution strategy is built on structure, intentionality, and consistency. Here are five key components to guide you:
1. Leverage the Power of Your Email List
Your email list is one of the most valuable tools in your content promotion arsenal. These are people who’ve already shown interest in your brand, giving you direct access to their inbox—a space where attention is highly focused.
For example, each time you publish new content to your blog, you should notify your email list. Here are a few ways to do this effectively:
- Send a newsletter with the full blog post. Include a link back to your site and a CTA encouraging readers to share the content with their followers on social media.
- Send a teaser email. Introduce the new blog post with a short blurb and include links to related posts they might have missed.
- Use automated emails. Set up a subscription list that automatically generates an email whenever new content is published.
Here’s a sample of a few email sequences that you could share to drive more traffic and revenue:
Each of these methods helps get your content in front of your most engaged audience and encourages them to amplify it. The key is to make your emails valuable on their own, so even those who don’t click feel like they’ve gained something.
2. Share Content on Social Media—More Than Once
Social media is a critical piece of the distribution puzzle, but too many marketers treat it like a one-and-done channel. The truth is, most people won’t see your post the first time.
That’s why you need to share your content repeatedly—and strategically:
- Post at different times. Share your content in the morning, mid-day, and evening to catch audiences in different time zones.
- Highlight different angles. One post might feature a compelling quote, while another focuses on a surprising statistic or key takeaway.
- Tailor your content to each platform. Turn blog posts into Twitter threads, LinkedIn articles, or Instagram carousels.
Repetition isn’t about spamming; it’s about ensuring your content gets seen.
The more you share, the more opportunities you create for engagement. One of the best channels for brands in B2B looking to distribute their content is on LinkedIn.
3. Repurpose and Guest Post
One of the best ways to maximize the value of your content is to repurpose it for new formats and audiences.
For instance:
- Turn a blog post into a video. Share it on YouTube, TikTok, or Reels.
- Create a LinkedIn carousel. Transform key points into slides and upload them as an interactive post.
- Write a guest post. Adapt your content for another site with a fresh perspective.
Over the years, I’ve published on sites like Social Media Examiner, Forbes, Huffington Post, SEMRush, and Crazy Egg. How did I do it? By building relationships with the people behind these sites and tailoring my content to their audiences.
Want to write for GQ? Write about men’s fashion.
Want to write for Elite Daily? Write about young people.
Want to write for Entrepreneur.com? Write about entrepreneurship.
When you focus on creating great content and aligning it with the right audience, you not only expand your reach but also establish credibility in your industry.
4. Make It Easy for Others to Share
Your audience is your best distribution channel. When people share your content, they amplify its reach—and if their network shares it too, you create a ripple effect of visibility and engagement.
To make sharing effortless:
- Add social sharing buttons. Place them prominently on your site, especially at the top and bottom of each post.
- Use click-to-tweet quotes. Highlight compelling stats or statements that readers can share with one click.
- End with a direct CTA. Something as simple as “If you found this valuable, share it with your network!” can inspire action.
By reducing friction and actively encouraging sharing, you unlock the potential for virality. Remember: every share introduces your content to new audiences, growing your reach exponentially.
5. Personally Target Influencers
Influencers—whether they’re industry leaders, journalists, or respected bloggers—can amplify your content in ways that few other strategies can. Their endorsement adds credibility, and their network expands your reach.
Here’s how to engage them:
Build a relationship first. Start by engaging with their content on social media. Comment on their posts, share their articles, and contribute meaningfully to discussions.
Mention them in your work. Reference their insights or link to their content, then tag them when you share it.
Reach out directly. Send a thoughtful, personalized email.
Here’s an example template:
Subject: Big fan of your work—thought you’d enjoy this
Hi [Name],
I’ve been following your work for a while, and I especially loved your recent post on [specific topic]. It got me thinking about [related idea], which I just explored in my latest piece: [title + link].
I thought it might resonate with you, given your expertise in [area]. No pressure to share—just wanted to pass it along!
Thanks for all the great content you create. It’s been a huge source of inspiration for me.
Best regards,
[Your Name]
The goal isn’t to ask for a favor but to share something valuable. If your content resonates, the influencer will naturally amplify it to their network.
The Bottom Line
Creating great content is only half the battle. To truly succeed, you need a strategy for ensuring it’s seen, shared, and celebrated.
Let’s recap the key elements of a winning distribution strategy:
- Leverage your email list. Notify your audience and encourage them to share.
- Promote consistently on social media. Share often and across multiple platforms.
- Repurpose and guest post. Adapt your content to new formats and audiences.
- Make sharing effortless. Encourage and empower your readers to spread the word.
- Engage with influencers. Build relationships and share your content thoughtfully.
And remember: Create once. Distribute forever.
With the right approach, your content can achieve the reach and impact it deserves.
Let’s make your next post your most successful yet.