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 way to transcend the mediocre on the subject of your content material distribution plan, reaching new audiences in simply the correct place on the proper time.

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Video Transcription

What’s happening, Whiteboard Friday followers? My identify is Ross Simmonds from Foundation Marketing, and at the moment we will be speaking about the way to develop a content material distribution playbook that can 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 could 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 means of our social media channels, and that’s the reason content material distribution is so vital.

You are dealing with 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 high 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 carried out. 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 major piece of the puzzle, which is content material distribution.

In at the moment’s video, we will be speaking about how one can distribute your content material extra successfully throughout a number of completely different channels, a number of completely different methods, and how one can take your content material to the subsequent degree. 

There are two issues which you can spend on the subject of content material distribution: 

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

In at the moment’s video, we will speak about precisely how one can distribute your content material so if you write that weblog publish, you write that touchdown web page, if you create that e-guide, you create that infographic, no matter useful resource you have developed, you possibly can be certain that that content material is reaching the correct folks on the correct 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 most likely at the moment. 

Email advertising

For instance, e-mail advertising, it’s extremely probably that you’ve an e-mail record of some type. You can distribute your content material to these folks. 

In-app notifications

Let’s say you will have a web site that gives folks an answer or a service instantly within the positioning. Say it is software program as a service or one thing of that nature. If individuals are logging in frequently to entry your product, you need to use in-app notifications to let these folks know that you have launched a weblog publish. Or higher but, in case you have a cell app of any type, you are able to do the identical factor. You can use your app to let folks know that you simply simply launched a brand new piece of content material.

Social channels

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

On-site banner

If you will have a web site, you possibly can replace an on-web site banner, on the high or within the backside proper, that’s letting folks know who go to your web site that you’ve a brand new piece of content material. Let them know. They need to know that you simply’re creating new content material. So why not advise them that you’ve carried out such?

Sales outreach

If you will have a gross sales workforce of any type, as an instance you are in B2B and you’ve got a gross sales workforce, probably the most efficient methods is to empower your gross sales workforce, to speak to your gross sales workforce that you’ve 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 clients to allow them to know new piece of content material has gone dwell. That one-to-one connection may be large. 

◷: Social media / different channels

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

Social channels and teams

So in case you have a Twitter account, you possibly can ship out tweets. If you will have a Facebook web page, in fact you possibly can put up standing updates.

If you will have a LinkedIn web page, you possibly can put up a standing replace as properly. 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 properly. You can allow them to know that you have printed a brand new piece of analysis and you’ll love for them to test it out.

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


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

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 need to reap the benefits of that as properly.

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

LinkedIn video

You can use LinkedIn video to do the identical factor. Very comparable idea. Imagine you will have a LinkedIn video. You look into the digicam 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’ll break their sample of what they sometimes see on LinkedIn. So once they see it, they’ll interact, they’ll watch that video, they’ll 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 place to distribute your content material. Slack is not only a nice channel to construct inner tradition and talk as an inner workforce.

There are precise communities, people who find themselves enthusiastic about pictures, people who find themselves enthusiastic about e-commerce, people who find themselves enthusiastic about website positioning. There are Slack communities at the moment the place these individuals 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 numerous 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 may merely say, “Swipe up if you want to get access to our latest research.” Or you possibly can design a graphic that can 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’re going to land in your analysis, and so they’ll eat that content material as properly. 

LinkedIn Pulse

LinkedIn Pulse, you will have 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 may drive outcomes. 


Quora, it is like a query-and-reply web site, like Yahoo Answers again within the day, besides with a manner higher design. You can go into Quora, and you may share only a native hyperlink and tag it with related content material, related matters, and issues of that nature. Or yow will discover a number of questions which can be associated to the subject that you have lined in your publish, in your analysis, no matter asset you developed, and you may 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 properly.


SlideShare, one in all 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 have written a protracted weblog publish. Why not take the belongings inside that weblog publish, flip them right into a PDF, a SlideShare presentation, add them there, after which distribute it by means of that community as properly? Once you will have these SlideShare shows put collectively, what’s nice about it’s you possibly can take these graphics and you may share them on Twitter, you possibly can share them on Facebook, LinkedIn, you possibly can put them into, and distribute them additional there as properly.


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 properly? There’s an enormous alternative in boards and communities that exist on-line, the place you possibly can construct belief and you may seed your content material into these communities the place your viewers is spending time.

Lots of people assume boards are lifeless. They might by no means be extra alive. If you sort in your viewers, your business boards, I promise you you may most likely come throughout one thing that can shock you as a chance to seed your content material. 

Reddit communities

Reddit communities, plenty of entrepreneurs get the heebie-jeebies once 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 pondering. 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 possibly can ship worth to folks utilizing Reddit, whether or not it is by means of a publish or within the feedback, they may meet you with happiness and pleasure. They can be grateful of the truth that you have added worth to their communities, to their subreddits, and they’re going to reward you with upvotes, with site visitors and clicks, and possibly even a number of leads or a buyer or two within the course of.

Do not ignore Reddit as being the positioning which you can’t embrace. Whether you are B2B or B2C, Redditors can like your content material. Redditors will like your content material in case 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 properly.

There are far more distribution channels and distribution strategies that you need to use that transcend even what I’ve described right here. But these just some examples that present you that the ability of distribution does not exist simply in a pair posts. It exists in truly 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 can even spend cash by means of paid advertising. Paid advertising can be a chance for any model to distribute their tales. 


First and foremost, you need to use remarketing. Let’s speak about that e-mail record that you have already developed. If you’re taking that e-mail record and also you run remarketing adverts to these folks on Facebook, on Twitter, on LinkedIn, you possibly can attain these folks 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 reveal 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 properly? Another nice alternative is in case you’ve leveraged video in any manner, you are able to do remarketing adverts on Facebook to individuals who have watched 10 seconds, 30 seconds, 20 seconds, no matter it might be to your content material as properly.

Quora adverts

Then one of many alternatives that’s positively underrated is the truth that Quora now gives promoting as properly. 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 properly. 

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 properly on behalf of the truth that you have 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 shortly say, “I do not assume that is for me. I believe that is an excessive amount of. I believe that that is an excessive amount of guide work. I believe that is too many area of interest communities. I believe it is a little bit an excessive amount of for my model.

I get that. I perceive your mindset, however that is what you could acknowledge. Most entrepreneurs are going by means of this course of. If you assume that by distributing your content material into the communities that your viewers is spending time is just a bit bit off model or it does not actually swimsuit you, that is what most entrepreneurs already assume. Most entrepreneurs already assume 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 need to be like most entrepreneurs, you are going to get what most entrepreneurs obtain in consequence, which is mediocre outcomes. So I push you to assume 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 a substitute begin in search of methods which you can both make investments time or cash into channels, into alternatives, and into communities the place you possibly can 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 need to use this to uncover for your self a content material distribution playbook that works to your model. Whether you are in B2C otherwise you’re in B2B, it does not matter. You have to know the place your viewers is spending time, perceive how one can seed your content material into these completely different areas and unlock the ability of content material distribution. My identify is Ross Simmonds.

I actually hope you loved this video. If you will have any questions, do not hesitate to succeed in out on Twitter, at TheCoolestCool, or hit me up some other manner. I am on each different channel. Of course I’m. I like social. I like digital. I am all over the place that you would discover me, so be happy to succeed in out.

I hope you loved this video and you need to use it to provide 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 may love his full MozCon 2019 discuss — Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing — accessible in our lately launched video bundle. Learn the way to use many of those identical distribution channels as thought factories to your content material, plus entry 26 further future-centered website positioning matters from our high-notch audio system:

Grab the classes 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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