Content Distribution

Content Distribution

Get your work seen without becoming a full-time marketer.

Distribution Philosophy

The Reality

• Great work doesn't promote itself
• You don't need millions of followers
• Consistency beats virality
• Value attracts audience

The Sustainable Approach

Platform Selection

Choose Based On

1. Where is your audience?
2. What format fits your work?
3. What can you sustain?

Platform Strengths

The 70/20/10 Rule

Pick ONE primary platform:

• 70% of effort on primary platform
• 20% on secondary platform
• 10% experimenting

Content Strategy

Content Pillars

Define 3-5 themes you consistently create around:

Example for a creative technologist:
1. Technical tutorials (how I built X)
2. Creative process (behind the scenes)
3. Industry commentary (trends, tools)
4. Personal projects (show the work)
5. Career/professional development

Content Types by Effort

The 4-1-1 Rule

For every 6 posts:

• 4 share value from others (curate)
• 1 soft self-promotion
• 1 direct self-promotion

Or: Give value 5x for every 1x you ask

Content Creation

The Show Your Work Framework

From Austin Kleon:

1. Daily dispatch: Share process, not just product
2. Flow, not stock: Ongoing sharing, not just launches
3. Become a documentarian: Capture as you go

Content Prompts

Process:

• What are you working on today?
• What problem did you just solve?
• What mistake did you make?
• What did you learn this week?

Teaching:

• What do beginners get wrong?
• What's a shortcut you discovered?
• What tool changed your workflow?
• What concept took you too long to understand?

Opinion:

• What's a hot take in your field?
• What's underrated/overrated?
• What would you tell yourself 5 years ago?
• What do you disagree with experts on?

Writing Formats That Work

Thread/Carousel:

Hook: Surprising claim or question
Point 1: [Evidence/example]
Point 2: [Evidence/example]
Point 3: [Evidence/example]
Summary: Key takeaway
CTA: Follow for more / Link to resource

Short-form post:

[Hook - first line matters most]

[Value - the actual content]

[CTA - what to do next]

Repurposing

The Content Pyramid

                    ┌───────────┐
                    │  Pillar   │  Long-form (blog, video)
                    │  Content  │
                    └─────┬─────┘
                          │
              ┌───────────┼───────────┐
              ▼           ▼           ▼
         ┌────────┐ ┌────────┐ ┌────────┐
         │Thread 1│ │Thread 2│ │Thread 3│  Medium-form
         └────┬───┘ └────┬───┘ └────┬───┘
              │          │          │
         ┌────┴────┬─────┴────┬─────┴────┐
         ▼         ▼          ▼          ▼
      Tweets   Quotes    Images     Clips    Micro-content

Repurposing Workflow

One blog post becomes:

• Twitter thread
• LinkedIn article
• 5-10 individual tweets/posts
• Newsletter section
• Carousel graphics
• Video script
• Podcast talking points

Repurposing Rules

• Wait between platforms (not same day)
• Adapt format to platform norms
• Don't just copy/paste
• Update with new insights

Engagement Strategy

Meaningful Engagement

Do:

• Add value to conversations
• Ask genuine questions
• Share relevant experiences
• Credit and amplify others

Don't:

• Generic comments ("Great post!")
• Hijack threads for self-promo
• Engage only with big accounts
• Automate engagement

Building Relationships

1. Identify peers: 20-50 people in your space
2. Engage consistently: Comment on their work
3. Add value first: Help before asking
4. Collaborate: Guest posts, interviews, projects

Responding to Engagement

• Reply to comments within 24 hours
• Ask follow-up questions
• Thank people who share
• DM people who engage consistently

Analytics That Matter

Vanity vs Valuable Metrics

What to Track

• Which content types perform best?
• When does your audience engage?
• What topics resonate?
• Where do website visitors come from?

Review Cadence

• Weekly: Quick check on recent posts
• Monthly: Content performance review
• Quarterly: Strategy adjustment

Sustainable Schedule

Minimum Viable Presence

Batching

• Write day: Create content in batches
• Schedule ahead: Use scheduling tools
• Repurpose day: Transform existing content
• Engagement time: Daily 15-30 min blocks

Launch Strategy

For a New Project

Pre-launch (2-4 weeks before):

• Tease what's coming
• Share behind-the-scenes
• Build email list interest

Launch week:

• Announce on all platforms
• Ask friends to share
• Engage with every comment
• Share social proof

Post-launch:

• Thank supporters
• Share results/learnings
• Continue creating content

References

• references/platform-guides.md - Platform-specific tactics
• references/content-calendar.md - Planning templates
• references/tools-stack.md - Scheduling and analytics tools