The Content Distribution Playbook – Whiteboard Friday

If you are one of many many entrepreneurs that shares your content material on Facebook, Twitter, and Linked earlier than calling it good and shifting on, this Whiteboard Friday is for you. In an excellent actionable observe-as much as his MozCon 2019 presentation, Ross Simmonds reveals the best way to transcend the mediocre in the case of your content material distribution plan, reaching new audiences in simply the proper place on the proper time.

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Video Transcription

What’s occurring, Whiteboard Friday followers? My identify is Ross Simmonds from Foundation Marketing, and at the moment we’ll be speaking about the best way to develop a content material distribution playbook that may drive significant and measurable outcomes for your enterprise. 

What is content material distribution and why does it matter?

First and foremost, content material distribution is the factor that you’ll want to be enthusiastic about if you wish to fight the truth that it is turning into tougher and tougher than ever earlier than to face out as a content material marketer, as a storyteller, and as a content material creator in at the moment’s panorama. It’s getting increasingly troublesome to rank for content material. It’s getting increasingly troublesome to get natural attain by way of our social media channels, and that’s the reason content material distribution is so necessary.

You are going through a time when natural attain on social continues to drop increasingly, the place the flexibility to rank is turning into much more troublesome since you’re competing in opposition to extra advert house. You’re competing in opposition to extra featured snippets. You’re competing in opposition to extra corporations. Because content material entrepreneurs have screamed on the prime of their lungs that content material is king and the world has listened, it’s turning into increasingly troublesome to face out amongst the noise.

Most entrepreneurs have embraced this concept as a result of for years we screamed, “Content is king, create more content,”and that’s what the world has performed. Most entrepreneurs begin by simply creating content material, hoping that site visitors will come, hoping that attain will come, and hoping that because of them creating content material that earnings will observe. In actuality, the earnings by no means come as a result of they miss a big piece of the puzzle, which is content material distribution.

In at the moment’s video, we’ll be speaking about how one can distribute your content material extra successfully throughout just a few totally different channels, just a few totally different methods, and how one can take your content material to the following degree. 

There are two issues which you could spend in the case of content material distribution: 

  1. You can spend time, 
  2. or you may spend cash. 

In at the moment’s video, we’ll speak about precisely how one can distribute your content material so whenever you write that weblog submit, you write that touchdown web page, whenever you create that e-ebook, you create that infographic, no matter useful resource you’ve got developed, you may be certain that that content material is reaching the proper individuals on the proper channel on the proper time.

◷: Owned channels

So how are you going to do it? We all have heard of owned channels. Owned channels are issues that you simply personal as a enterprise, as a model, as a corporation. These are issues that you are able to do with out query in all probability at the moment. 

Email advertising

For instance, e-mail advertising, it is very doubtless that you’ve got an e-mail listing of some kind. You can distribute your content material to these individuals. 

In-app notifications

Let’s say you have got a web site that provides individuals an answer or a service immediately inside the positioning. Say it is software program as a service or one thing of that nature. If persons are logging in frequently to entry your product, you should utilize in-app notifications to let these individuals know that you have launched a weblog submit. Or higher but, when you have a cellular app of any kind, you are able to do the identical factor. You can use your app to let individuals know that you simply simply launched a brand new piece of content material.

Social channels

You have social media channels. Let’s say you have got Twitter, LinkedIn, Facebook. Share that content material to your coronary heart’s need on these channels as nicely. 

On-site banner

If you have got a web site, you may replace an on-web site banner, on the prime or within the backside proper, that’s letting individuals know who go to your web site that you’ve got a brand new piece of content material. Let them know. They wish to know that you simply’re creating new content material. So why not advise them that you’ve got performed such?

Sales outreach

If you have got a gross sales workforce of any kind, as an instance you are in B2B and you’ve got a gross sales workforce, one of the crucial efficient methods is to empower your gross sales workforce, to speak to your gross sales workforce that you’ve got developed a brand new piece of content material to allow them to observe up with leads, they will nurture these present relationships and even present prospects to allow them to know new piece of content material has gone dwell. That one-to-one connection will be big. 

◷: Social media / different channels

So whenever you’ve performed all of that, what else are you able to do? You can go into social media. You can go into different channels. Again, you may spend time distributing your content material into these locations the place your viewers is spending time as nicely. 

Social channels and teams

So when you have a Twitter account, you may ship out tweets. If you have got a Facebook web page, in fact you may put up standing updates.

If you have got a LinkedIn web page, you may put up a standing replace as nicely. These three issues are sometimes what most organizations do in that Phase 2, however that is not the place it ends. You can go deeper. You can do extra. You can go into Facebook teams, whether or not as a web page or as a human, and share your content material into these communities as nicely. You can allow them to know that you have printed a brand new piece of analysis and you’d love for them to test it out.

Or you are in these teams and also you’re wanting and ready and searching for anyone to ask a query that your weblog submit, your analysis has answered, and then you definitely reply to that query with the content material that you have developed. Or you do the identical actual factor in a LinkedIn group. LinkedIn teams are an superior alternative so that you can go in and begin seeding your content material as nicely.


Or you go to You repurpose the content material that you have developed. You launch it on as nicely. There’s an import perform on Medium the place you may import your content material, get a canonical hyperlink on to your web site, and you’ll share that on Medium as nicely. is a good distribution channel, as a result of you may seed that content material to publications as nicely.

When your content material goes to those publications, they have already got present subscribers, and people subscribers get notified that there is a new piece being submitted by you. When they see it, that is a brand new viewers that you simply would not have reached earlier than utilizing any of these owned channels, as a result of these are individuals who you would not have had entry to earlier than. So you wish to make the most of that as nicely.

Keep in thoughts you do not at all times must add even the total article. You can add a snippet after which have a CTA on the backside, a name to motion driving individuals to the article in your web site. 

LinkedIn video

You can use LinkedIn video to do the identical factor. Very comparable idea. Imagine you have got a LinkedIn video. You look into the digital camera and also you say to your connections, “Hey, everyone, we just launched a new research piece that is breaking down X, Y, and Z, ABC. I would love for you to check it out. Check the link below.”

If you created that video and also you shared it in your LinkedIn, your connections are going to see this video, and it may break their sample of what they sometimes see on LinkedIn. So after they see it, they will interact, they will watch that video, they will click on the hyperlink, and you are going to get extra attain for the content material that you simply developed prior to now. 

Slack communities

Slack communities are one other excellent spot to distribute your content material. Slack is not only a nice channel to construct inside tradition and talk as an inside workforce.

There are precise communities, people who find themselves obsessed with images, people who find themselves obsessed with e-commerce, people who find themselves obsessed with search engine optimization. There are Slack communities at the moment the place these persons are gathering to speak about their passions and their pursuits, and you are able to do the identical factor that you’d do in Facebook teams or LinkedIn teams in these varied Slack communities. 

Instagram / Facebook tales

Instagram tales and Facebook tales, superior, nice channel so that you can additionally distribute your content material. You can add a hyperlink to those tales that you simply’re importing, and you’ll merely say, “Swipe up if you want to get access to our latest research.” Or you may design a graphic that may say, “Swipe up to get our latest post.” People who’re following you on these channels will swipe up. They’ll land in your article, they will land in your analysis, they usually’ll devour that content material as nicely. 

LinkedIn Pulse

LinkedIn Pulse, you have got the chance now to add an article on to LinkedIn, press Publish, and once more let it soar. You can use the identical methods that I talked about round on LinkedIn, and you’ll drive outcomes. 


Quora, it is like a query-and-reply web site, like Yahoo Answers again within the day, besides with a means higher design. You can go into Quora, and you’ll share only a native hyperlink and tag it with related content material, related matters, and issues of that nature. Or you could find just a few questions which might be associated to the subject that you have coated in your submit, in your analysis, no matter asset you developed, and you’ll add worth to that one that requested that query, and inside that worth you make a reference to the hyperlink and the article that you simply developed prior to now as nicely.


SlideShare, certainly one of OGs of B2B advertising. You can go to SlideShare, add a presentation model of the content material that you have already developed. Let’s say you’ve got written an extended weblog submit. Why not take the property inside that weblog submit, flip them right into a PDF, a SlideShare presentation, add them there, after which distribute it by way of that community as nicely? Once you have got these SlideShare shows put collectively, what’s nice about it’s you may take these graphics and you’ll share them on Twitter, you may share them on Facebook, LinkedIn, you may put them into, and distribute them additional there as nicely.


You can go into boards. Let’s give it some thought. If your viewers is spending time in a discussion board speaking about one thing, why not go into these communities and into these boards and join with them on a one-to-one foundation as nicely? There’s an enormous alternative in boards and communities that exist on-line, the place you may construct belief and you’ll seed your content material into these communities the place your viewers is spending time.

Lots of people suppose boards are useless. They may by no means be extra alive. If you sort in your viewers, your business boards, I promise you you will in all probability come throughout one thing that may shock you as a chance to seed your content material. 

Reddit communities

Reddit communities, plenty of entrepreneurs get the heebie-jeebies after I speak about Reddit. They’re all like, “Marketers on Reddit? That doesn’t work. Reddit hates marketing.” I get it.

I perceive what you are considering. But what they really hate is the truth that entrepreneurs do not get Reddit. Marketers do not get the truth that Redditors simply need worth. If you may ship worth to individuals utilizing Reddit, whether or not it is by way of a submit or within the feedback, they may meet you with happiness and pleasure. They shall be grateful of the truth that you’ve got added worth to their communities, to their subreddits, and they’re going to reward you with upvotes, with site visitors and clicks, and perhaps even just a few leads or a buyer or two within the course of.

Do not ignore Reddit as being the positioning which you could’t embrace. Whether you are B2B or B2C, Redditors can like your content material. Redditors will like your content material in the event you go in with worth first. 


Sites like Imgur, one other nice distribution channel. Take a few of these slides that you simply developed prior to now, add them to Imgur, and allow them to sing there as nicely.

There are far more distribution channels and distribution methods that you should utilize that transcend even what I’ve described right here. But these only a few examples that present you that the ability of distribution would not exist simply in a pair posts. It exists in really spending the time, taking the time to distribute your tales and distribute your content material throughout all kinds of various channels.

$: Paid advertising

That’s spending time. You also can spend cash by way of paid advertising. Paid advertising can also be a chance for any model to distribute their tales. 


First and foremost, you should utilize remarketing. Let’s speak about that e-mail listing that you have already developed. If you’re taking that e-mail listing and also you run remarketing adverts to these individuals on Facebook, on Twitter, on LinkedIn, you may attain these individuals and get them engaged with new content material that you have developed.

Let’s say anyone is already visiting your web page. People are visiting your web site. They’re visiting your content material. Why not run remarketing adverts to these individuals who already display some sort of curiosity to get them again in your web site, again engaged along with your content material, and inform your story to them as nicely? Another nice alternative is in the event you’ve leveraged video in any means, you are able to do remarketing adverts on Facebook to individuals who have watched 10 seconds, 30 seconds, 20 seconds, no matter it could be to your content material as nicely.

Quora adverts

Then one of many alternatives that’s positively underrated is the truth that Quora now provides promoting as nicely. You can run adverts on Quora to people who find themselves asking or taking a look at questions associated to your business, associated to the content material that you have developed, and get your content material in entrance of them as nicely. 

Influencer advertising

Then influencers, you are able to do sponsored content material. You can attain out to those influencers and have them speak about your tales, speak about your content material, and have them share it as nicely on behalf of the truth that you’ve got developed one thing new and one thing that’s fascinating.

Think in a different way & rise above mediocrity

When I speak about influencer advertising, I speak about Reddit, I speak about SlideShare, I speak about LinkedIn video, I speak about Slack communities, plenty of entrepreneurs will rapidly say, “I do not suppose that is for me. I believe that is an excessive amount of. I believe that that is an excessive amount of handbook work. I believe that is too many area of interest communities. I believe this can be a little bit an excessive amount of for my model.

I get that. I perceive your mindset, however that is what you’ll want to acknowledge. Most entrepreneurs are going by way of this course of. If you suppose that by distributing your content material into the communities that your viewers is spending time is just a bit bit off model or it would not actually go well with you, that is what most entrepreneurs already suppose. Most entrepreneurs already suppose that Twitter, Facebook, and LinkedIn is all they should do to share their tales, get their content material on the market, and name it a day.

If you wish to be like most entrepreneurs, you are going to get what most entrepreneurs obtain consequently, which is mediocre outcomes. So I push you to suppose in a different way. I push you to push your self to not be like most entrepreneurs, to not go down the trail of mediocrity, and as an alternative begin searching for methods which you could both make investments time or cash into channels, into alternatives, and into communities the place you may unfold your content material with worth first and finally generate outcomes for your enterprise on the finish of all of it.

So I hope that you should utilize this to uncover for your self a content material distribution playbook that works on your model. Whether you are in B2C otherwise you’re in B2B, it would not matter. You have to grasp the place your viewers is spending time, perceive how one can seed your content material into these totally different areas and unlock the ability of content material distribution. My identify is Ross Simmonds.

I actually hope you loved this video. If you have got any questions, do not hesitate to succeed in out on Twitter, at TheCoolestCool, or hit me up every other means. I am on each different channel. Of course I’m. I like social. I like digital. I am in all places that you can discover me, so be happy to succeed in out.

I hope you loved this video and you should utilize it to present your content material extra attain and finally drive significant and measurable outcomes for your enterprise. Thank you a lot.

Video transcription by

If Ross’s Whiteboard Friday left you feeling energized and impressed to strive new issues along with your content material advertising, you will love his full MozCon 2019 discuss — Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing — out there in our not too long ago launched video bundle. Learn the best way to use many of those similar distribution channels as thought factories on your content material, plus entry 26 further future-centered search engine optimization matters from our prime-notch audio system:

Grab the periods now!

And do not be shy — share the learnings along with your complete workforce, ideally with snacks. It’s what video was made for!

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