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THE BRUTAL TRUTH
You spent 6 hours on that blog post. Rewrote it three times. Made it perfect. 12 views. 3 likes. Zero comments.
Meanwhile, someone's half-baked Twitter thread got 50,000 impressions. Here's what hurts: Your content isn't the problem. Your distribution is
THE LIE WE BELIEVED
"Build it and they will come." That died in 2015. There are 7 million blog posts published daily. Your audience is drowning in content.
I learned this when a competitor with worse content but better distribution destroyed me in traffic. That's when I changed the game.
WHY DISTRIBUTION BEATS CREATION
Movie studios spend MORE on marketing than production. A $100M film gets a $150M marketing budget.
They know the truth: The best film nobody watches is a failure. Distribution isn't just important. It's 80% of success. Creation is 20%.
Yet most creators spend 95% of their time creating and 5% distributing. Flip that ratio. Change your results.
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THE REPURPOSING SYSTEM
One cornerstone piece creates everything else.
From one newsletter, I make:
Twitter thread (20 minutes)
Three LinkedIn posts (15 minutes)
One carousel (30 minutes)
YouTube script (25 minutes)
Five email subject lines (10 minutes)
One hour. Ten pieces. Five platforms.
The key: Don't copy-paste. Adapt for each platform. Twitter wants controversy. LinkedIn wants insights. Instagram wants visuals.
Same message. Different packaging.
THE PARTNERSHIP MULTIPLIER
Stop building from zero. Borrow someone else's audience. Find 3-5 creators in adjacent niches. Same audience, different solutions.
Example: You teach Facebook ads. Partner with someone teaching email marketing.
Simple collaborations:
Guest newsletter swaps
Content shares
Joint webinars
Bundle promotions
I partnered with three creators last quarter. Combined reach: 85,000 people. Cost: $0. Time: 4 hours.
Result? 2,400 new subscribers in 6 weeks.
THE PAID SHORTCUT
Organic reach is dying. Algorithms hate small accounts. Stop being cheap about distribution.
Start with $100. Promote your best content as a lead magnet. Goal: Get in front of people who need it.
Paid distribution isn't selling out. It's paying rent for attention.
THE 80/20 SCHEDULE
My weekly split:
Content creation: 4 hours (20%)
Repurposing: 6 hours (30%)
Partnerships: 4 hours (20%)
Paid promotion: 2 hours (10%)
Engagement: 4 hours (20%)
Creation is the smallest block.
This took my newsletter from 800 to 12,000 subscribers in 11 months. Same content quality. Different distribution.
YOUR ACTION PLAN
Pick your best content that underperformed. Repurpose it into 5 formats. Schedule across 10 days.
Message 3 potential partners: "Love your work on [topic]. I cover [related]. Want to collaborate?"
Spend $50-100 on a paid test.
THE BOTTOM LINE
Great content is the baseline. Distribution is the differentiator. Your content deserves an audience. But it won't find one alone. Make distribution your unfair advantage. —-
What's your biggest distribution challenge? Hit reply. I read every response.
