Distribution Plan

Distribution Plan

Create a repeatable plan for turning company activity into posts, newsletters, community updates, PR angles, and partner promotion.

Start With Source Material

Find what the team can repeatedly talk about:

• Customer stories.
• Product changes.
• Founder opinions.
• Data or benchmarks.
• Behind-the-scenes decisions.
• Competitive lessons.
• Community questions.
• Support patterns.
• Partner or customer wins.

If there is no source material, plan collection habits before a posting schedule.

Choose Channels And Formats

Route source material by job:

• Proof: customer result, product usage, revenue, benchmark, review.
• Point of view: founder belief, market shift, mistake, refusal.
• Education: workflow, teardown, checklist, answer to a repeated question.
• Progress: ship note, changelog, behind-the-scenes decision.
• Conversation: community question, comment thread, objection, trend.

Then choose surfaces by capacity and audience behavior. Do not schedule every channel. Pick the few the team can maintain.

Design The Cadence

Define recurring slots:

• Weekly proof post.
• Customer lesson.
• Founder point of view.
• Product progress.
• Community answer.
• Partner amplification.
• Monthly narrative or report.

Each slot needs input source, owner, format, CTA, and reuse path.

Output

Distribution thesis:
[why this audience will keep paying attention]

Source routes:
| Source material | Route | Surface | Format | Owner | CTA |

This week:
1. [post/story]
2. [post/story]
3. [post/story]

Reuse map:
- [source] -> [formats]

Collection habits:
- [what to capture weekly]

Queue health:
- Starved source:
- Overused format:
- Channel at capacity:

Do not do:
- [channel or format to skip]