Don't Let Content Collect Dust. Distribute & Repurpose: Ross Simmonds

Show notes

Many marketers believe that when they hit "publish" on a piece of content, the job is done.

But the reality is it's just beginning.

Ross Simmonds says one of the keys to content marketing success is distribution. Without it, he says all you're doing is building a content library.

In this episode of Marketing Spark, Ross talks about:

- Why so many companies and marketers struggle with content distribution

- How to kick-start a content distribution plan

- How to repurpose content on multiple platforms

- Why it's important to focus on quality, not quantity

- How to create content that's valuable and SEO-friendly.

Key takeaways

Many companies build content around production and reward how much gets published. Publishing is where the marketing job begins, so incentives should track results, which depend on distribution.

Plan distribution by finding which channels your audience uses, studying the content that performs there, and checking for channels competitors ignore, such as a big subreddit they fear.

One blog post can become a Twitter thread, a slide deck as a LinkedIn PDF, an Instagram carousel, single graphics, and a longer Reddit post. Then reuse the visuals in conversations where people ask related questions.

If you lack resources, assign distribution to a dedicated person or bring in specialists. By about Q2, most companies have created enough content and can shift their time to distributing it.

Write for the human first, then check the search basics, such as a keyword in the headline and URL and images that can appear in Google Images. Only publish if you can beat what already exists.

Don't Let Content Collect Dust. Distribute & Repurpose: Ross Simmonds

Show notes

Tell me what's going on with your marketing.