3 builders who never spoke to each other

Treat distribution as a second job after writing

Good writing does not surface by itself, so plan where a piece will be placed before you publish it and budget real hours for posting it and answering what comes back. Rank the destinations by ownership, your own site first, then your list, then everything else, and if you are not willing to compete for attention that way, put the effort into a different channel entirely.

The method

1. 01

   Reject the belief that quality content surfaces on its own; distribution is a separate job you have to do after the writing.

2. 02

   Stop believing strong writing surfaces on its own; a post needs a distribution plan or nobody will encounter it.

3. 03

   Break audience building into two separate jobs, making the thing and getting it in front of people, and plan actions for each; producing content with no distribution plan achieves nothing.

4. 04

   Treat traction from writing as exactly two problems: making something people would want to read, and finding a channel that will carry it.

5. 05

   Budget around eight hours to distribute one article, split evenly between posting it and answering the responses.

What it returned

• The two themes used are creating value and distributing value, with separate questions for each: who the audience is and what format suits them, versus where they gather and what they follow.

• Author's split: four hours posting, four hours replying.

• Zue argues nobody is more likely to buy than a person already browsing the product site, and used no social promotion at all for Pegasus.

Sources

• The Content Game (I learned from Nick Huber) – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · The Content Game (I learned from Nick Huber) · 2023-06-11
• Your blog could be a partyJustin Jackson · justinjackson.ca · Getting the message out · undated
• Producing good content isn't enoughJustin Jackson · justinjackson.ca · Producing good content isn't enough · undated
• How I promote my contentHarry Dry · Marketing Examples · The specifics · undated
• Lessons from Running a Sale that Earned 3 Month's Profit in a WeekCory Zue · coryzue.com · Where to promote your sale · 2020-12-09
• The Secret Formula for Getting Traction from Your WritingCory Zue · coryzue.com · The Secret Formula for Getting Traction from Writing · 2017-09-15
• How to Plan Your Year In 4 Easy StepsPreetam Nath · preetamnath.com · Themes - Creating and Distributing value · 2020-12-20