Distribution Intro

Distribution Intro


You've done your research. You've got your awesome campaign idea. Now you need to get it in front of people.

One of the most common mistakes I see clients make is overlooking the importance of distribution. They create something, share it a few times in a couple of places and start thinking about what to create next.

What should they be doing is making a massive list of everywhere they could share the content and working their way doggedly through it. Then repurposing the core ideas and sharing them again. Then repeating that process over and over and over until they literally can't believe they're still at it.

Ideally, you should invest 20% of your time in creating content and 80% on repurposing and redistributing those ideas.

Why? Because it's much easier to repurpose and redistribute than come up with new ideas. And because the vast majority of your audience will never see the things you create unless you do it over and over again. It might feel samey to you, but it doesn't to everyone else.

Switching to an '80% distribution' mindset is a good start. But you also need to make sure that the copy and content you put out there is optimised to convert. Otherwise you'll spend time and money on ads, emails and landing pages that don't perform.

Here's how this section of the playbook will help with both of these:

Hope you find these useful!


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