Content Distribution Channels

Old content marketing: - Find high-volume keywords in your industry - Write articles starting with the lowest DA - Make sure your Yoast light turns green - Post a link to the article on all socials New content marketing: - Understand your audience and their pain points - Find product- and pain point-focused keywords - Take time to learn the searcher's true intent - Write great content with distribution in mind - Embed a content upgrade to capture emails - Turn the article into your next email newsletter - Create videos to promote on TikTok/YouTube/Instagram - Write a Twitter thread and promote the blog at the end - Screenshot the Twitter thread for a LinkedIn carousel - Extract and write 5+ LinkedIn posts from the article - Extract and write 10+ Twitter posts from the article - Repurpose and redistribute every 3+ months Do new content marketing in 2025. 1 long-form → 20+ short-form 1 channel → Multi-channel distribution Publish → Promote and repurpose forever

A BIG follower count looks impressive. But followers don’t pay the bills 🤷🏻♀️ High numbers ≠ revenue. Why? Because followers don’t always translate to trust. That’s the difference between having an audience or a community. An AUDIENCE listens. But they’re passive. They consume your content and move on. A COMMUNITY? They engage. They connect. They show up for you. Audiences might watch from the sidelines. Communities take action. They invest. They stick around. And here’s the key difference: Communities are built on shared values, not just content. If you’re struggling to monetise, it might not be about growing your follower count. It’s about deepening your relationships. So, how do you build a community on LinkedIn? 1. Start conversations, not monologues. Ask questions. Invite opinions. Respond to comments with thought and care. 2. Be authentic. Share your wins and your challenges. Vulnerability creates connection. 3. Engage outside your posts. Comment on other people’s content. Join relevant discussions. Be present where your audience is. 4. Create shared value. Offer insights, solve problems, and share ideas that help your network grow. 5. Highlight others. Celebrate their wins. Share their content. Show that you care about their journey. 6. Be consistent. Communities thrive on trust, and trust is built by showing up regularly over time. 7. Take it offline. Meetups, coffee chats, or webinars. Bring your LinkedIn network into real-life connections. A handshake or face-to-face conversation builds bonds no algorithm can replicate. Communities aren’t built overnight. They grow when you focus on connection over attention. Because people don’t just buy products or services. They buy trust. They buy relationships. When you build a community, you don’t just have followers. You have advocates. Supporters. Friends. That’s the real game-changer. PS: Do you have an audience or a community?

Spoke to a CMO who admitted he’s hiding around $300k of brand spend inside his performance marketing budget, mainly so it survives the CFO review. He wasn’t trying to be clever. He was trying to keep the future pipeline and the marketing budget alive. He knows if he stops building awareness today, the pipeline will be empty a year from now. But his CFO had his own calculations, he only trusts standard CRM data. This is what happens when leadership ignores how B2B buyers actually behave. And that’s the problem. CRMs generally only show the last part of the buying cycle. They are built to track deals once a buyer raises their hand. They are not built to show what happened before that hand was raised. The 211-Day Journey: B2B buying is a marathon. At Dreamdata, when we reconstructed millions of journeys, the average buyer's journey comes out to be 211 days. Here is the split: Marketing (70%): The first average of 147 days happens before a sales rep even says hello. This is where buyers read your content and form an opinion and it turns out to be a first touch. Sales (30%): Only the next average of 64 days are spent in the actual sales pipeline to convert it to a new business. Executive teams often only fund the 30% they can see. They treat the first 147 days as a discretionary cost rather than the engine that creates the demand. We get to these numbers by stitching first-party website tracking directly with revenue from the CRM and those first touches. It builds a single journey that replaces guessing with documented reality. It is the only way to see the 147-day journey that happens before an opportunity is ever created in your CRM. When the data is unified and cleaned this way, the touches that usually stay invisible become impossible to ignore. The Take: When a CMO has to hide money to protect the future of the company, the system is broken. You wouldn't siphon the gas out of a car for the first 40 seconds of a race and then get angry at the driver for not hitting top speed at the finish line. Stop relying on a CRM that only tells you a fraction of the story. Give your team a dashboard that shows the full journey so they can stop playing games and start growing the business.

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

As a film producer, while shopping for a distributor, you would hear things like: “We will distribute your film to Iran, Turkey, Pakistan, in fact, everywhere!” “We have Netflix and Amazon Prime deals waiting after cinemas” “In fact, we have the best plug for airline deals” They then lure you into a 3-year distribution deal. But after the cinema release, none of the promises will be kept: ~ No licensing deals ~ No sales ~ Zero distribution opportunity. Your film sits in their catalogue, aging and losing value, while it should be generating consistent income. Here is exactly how to guide against such a trap: 1️⃣ Don’t choose a distributor without doing a thorough due diligence. How strong is their network? What kind of deals do they secure for the films in the catalogue? What do other producers have to say about them? 2️⃣ Grant a short-term distribution deal. Preferably 1 year. The term can always be renewed if the distributor is performing really well. The shorter the period, the easier to walk away. 3️⃣ Negotiate a clear termination clause: You don't want to be confused about what to do at the point of termination. So ensure your contract clearly provides an easy and clear termination procedure. 4️⃣ Include a clause that lets you terminate the distribution contract if no deal is secured for your film for 6 consecutive months. Your film should make money, not be tucked away on a shelf in the name of distribution. So before you sign that distribution deal, share it with a film lawyer to review it. If you find this valuable: Repost it and comment “Thank you” to help other filmmakers avoid the same trap. ___________ Hi, my name is Omotayo, I help filmmakers and creatives like you protect and monetize their content and brand to enable them create generational wealth. Follow me Omotayo Queen Inakoju to get free tips on how to build a profitable and legally protected creative business. #filmmaker #creatives #nollywood

Can indie make money? A friend asked me recently. I said yes and here’s how I broke it down: Indie films don’t just drop everywhere at once. Most follow what's called a "Windowed Hybrid distribution model" ; releasing in stages across cinemas, digital platforms, streaming services, and more to maximise both revenue and reach. The typical rollout looks like this: - Theatrical window First, the film hits cinemas to build buzz, gain prestige, and bring in box office revenue. - Home entertainment / Digital rental or purchase (TVOD) After its cinema run, it moves to platforms like iTunes or Amazon where audiences can rent or buy it. - Subscription streaming (SVOD) Then it lands on streaming services like Netflix, Hulu, or Prime ; reaching a wider audience and adding recurring value. - Ad-supported streaming (AVOD) & other platforms Sometimes it appears on free, ad-supported platforms or traditional TV, keeping viewership growing. – Ancillary windows Revenue continues via DVD/Blu-ray sales, airline screenings, educational licenses, and international rights. Example: Longlegs (2024) Longlegs launched in both the UK/Ireland and US at the same time in July 2024. The marketing was sharp ; targeting supernatural horror fans and serial-killer thriller audiences with tailored messaging. It opened strong in theatres (~£1.4m / $1.75m opening weekend), and it’s now moving into TVOD and SVOD windows. DVD, international, and other ancillary streams are next. What did they do right? - Targeted marketing that speaks to distinct audience segments - Starting small and scaling across formats - Creative campaigns ; beyond posters: viral stunts, events, custom trailers This model helps indie films: • Spark early buzz with festivals or niche campaigns • Use theatrical runs to build credibility and revenue • Expand into digital and streaming platforms • Keep generating income through global markets So yeah...indie films can make money. BUT it takes smart strategy and investing money in creative marketing. What worked for you? 😊 #IndieFilm #FilmDistribution #WindowedHybrid #FilmMarketing #Streaming #BoxOffice #film #cinema #producer #screenwriter

The Compound has surpassed 10 million listens and views year to date, with over 100,000 people checking out The Compound and Friends each week. It's one of the largest, most engaged audiences in all of financial media. When people ask me what's the trick, I give them the ingredients: 1. The coolest, most interesting guests who really want to be on the show and come ready to rock. Our guests are collaborators in the creation of each week's show, the doc is open Monday through Thursday for additions, subtractions, chart uploads and revisions. It's Saturday Night Live-esque in that way. 2. In-person recording at our own purpose-built studio, staffed by dedicated audio/video professionals. Pro audio, pro lighting, pro set design, pro editing. You want people to invest their time in your stuff, you need to invest your effort in making it good. 3. Immaculate vibes, everybody in a good mood, it's Thursday night! We don't platform negative, bitter, aggressive, obnoxious people. We're building an audience of winners, winners don't like to listen to the whining of losers. We cover bad news and potential risk through the lens of obtaining a better understanding. 4. Listening to the audience but trusting our instincts. When a guest really resonates with the fans, we bring that guest back. When a topic bores the audience, we take the hint - either we stop talking about it or find a more interesting way to do so. 5. Consistency is key. Podcasts are a ritual for the listener. Everyone has the day and time and activity during which they listen to a particular show - the commute, a long walk, bike ride, running errands, getting dressed for work. If you're not able to hit that weekly day and time, you'll never become part of the listeners' rituals. Someone else will. There's more, but these are the big, obvious factors behind the success of TCAF. Now listen to WSJ lead markets reporter Gunjan Banerji and Original Gangster Paul Hickey of Bespoke Investment Group absolutely demolish this week's show. This is how it's done: https://lnkd.in/eJYDH5FE The Compound

Content is only half the battle. The other half? Getting the right eyes on it. Most B2B marketers focus 80% of their energy on creation: - Let's write another blog post - We need more case studies - Should we make a video series? But they spend 20% on distribution. This is backwards. Here's the reality: - Average content gets 10x results with great distribution - Great content gets 0 results with poor distribution Your competitors aren't creating better content than you They're just better at getting it seen. The best B2B teams flip the equation: → 30% creation, 70% distribution Here's how they do it: 1. Build a distribution-first mindset - Before creating, ask: How will this reach my ICP? - Map out 5+ channels for every piece of content - Plan repurposing before you hit publish 2. Turn 1 insight into 20 touch points LinkedIn post → Newsletter → Blog → Podcast → Email sequence Interview → Short videos → Quotes → Infographics → Thread Case study → Social proof → Sales collateral → Webinar content 3. Leverage other people's audiences - Guest on industry podcasts - Collaborate with complementary brands - Get featured in newsletters your buyers read - Comment strategically on industry leaders' posts 4. Activate your internal network - Train your team to share and engage - Create employee advocacy programs - Turn customers into content amplifiers - Get your CEO posting regularly The biggest mistake? Creating content in isolation and hoping it finds its audience. Your content deserve an audience. Your distribution strategy earns one. Need help building a distribution system that actually works? We help B2B founders create content strategies that generate qualified pipeline, not vanity metrics. → DM me "DISTRIBUTION" to discuss your content marketing strategy.

How to build a value-driven community from scratch: (lessons from Europe’s fastest-growing, *community-led* media company) 1. Define your mission: 👇 What problem is your community trying to solve? Make it clear, make it compelling, make it known. 2. Build trust through transparency: 👇 Communicate openly about goals and decisions. Always align your actions with your core values. Trust is earned. 3. Give value - all. the. time: 👇 99% of your initial work should be about delivering value. Selling < serving. 4. Mass ownership: 👇 Turn your early members into partners. Have them share stories, experiences, feedback. Make them owners - as much as you are. 5. Be where your audience is: 👇 Engage on platforms where your audience is most active. Think Reddit / X / LinkedIn. 6. Mix your media: 👇 Not everyone likes the same content. Mix it up - videos, podcasts, short posts. Keep it fresh. 7. Meet people IRL: 👇 This one’s self-explanatory. And, no, a Zoom call won’t always cut it. Try and engage in person if you can. 8. Offer exclusive content: 👇 Exclusive resources should be next-level. Get constant feedback and keep raising the bar on this. Paying members should feel like insiders. 9. Make yourself visible: 👇 Answer questions, respond to comments, and engage as much as humanly possible. 10. Find your niche, but make it inclusive: 👇 Go deep into your niche but stay open to diverse backgrounds and viewpoints. 11. Partnership = power: 👇 Build an ecosystem of collaborators. Team up with experts who can offer what you can’t. Lean into this (and throw ego out the window). 12. Recognize and reward members: 👇 Shout out your MVPs. People thrive on recognition. 13. LISTEN to feedback: 👇 The community isn’t yours - it’s shared by every active member. Use their feedback to shape its future. 14. Continue to evolve: 👇 A static community is a dying one. Stay agile. Stay relevant. Always be providing value. Anything else I missed?

Introducing the 2025 GTM scorecard, just in time for annual planning ⤵️ Maja and I surveyed 195 B2B leaders about which GTM channels are working right now. We then mapped how popular different GTM channels are (x-axis) versus how likely they are to be impactful among adopters (y-axis). The shorthand for interpreting this two-by-two: 1. Tried-and-true (upper right) 2. Oversaturated (lower right) 3. The next big thing (upper left) 4. Figuring it out (lower left) I then cut the data for startups (<$10M ARR) vs. scaleups (>$10M ARR) & it's fascinating to see how the channels shift. The best channels for startups*: - LinkedIn (#1) - Founder brand (#2) - Warm outbound (#3) - Intent-based outbound (#4) - Intimate events (#5) *The magic tends to happen when you can combine these channels into a cohesive strategy, i.e. founder brand + LinkedIn + warm outbound & intimate events for those who engage. The best channels for scaleups*: - Large conferences (#1) - SEO (#2) - Intimate events (#3) - Big product launches (#4) - Ecosystem marketing (#5) *Scaleups are still seeing returns from their years of SEO investments. The question is whether they can translate their SEO into AI discovery or if they'll be leap-frogged by new entrants. The TL;DR: No matter what stage you're at, you might want to plan for more intimate events (dinners, happy hours, etc.) next year. They're not the most scalable, but they're one of the few things that seems to work. PS, the full report is available here: https://lnkd.in/ea_zYUzB #marketing #gtm #startups