Reduce, reuse, and recycle. Now, you can apply this plastic, but you can also apply it
to content. That's what content repurposing is all about. That's when you
recycle one piece of content, let's say a blog post, and turn it into
other formats like infographics or a podcast or
even a video. And the benefits to this is that it's so much easier
to create content and scale it. In other words, you don't have
to write every post or shoot every video or design
every infographic from scratch. You have this core
element or content that you can use for those other three types. And the
person who loves talking about this is Justin Simon. He is a Content strategy
consultant and the host of The Distribution First Show Eats,
Sleeps and dreams about content repurposing all day.
In this Marketing Pops episode, you learn first, why content distribution is
so important to every content strategy. Second, the benefits of
considering distribution 1st, 3rd, Justin's three C
content Strategy and number four, how diversification has
helped accelerate Justin's content career. Before we
get started, I've created a free PowerUp Street Sheet that you can download,
fill in and apply Justin's three C content Strategy.
Right now. You can go Marketing Powerups.com or find those links in
the Show Notes and description. Are you ready? Let's go.
Marketing Powerups.
Ready? Go.
Here's your host, Rambly Jaw.
Talk about marketing powerups, particularly about content distribution.
Now I know why it's so important, but like,
you've kind of really niche down on this topic. Why is
it so important to you? And why should it be so important to
marketing marketing teams that they should be considering
content distribution first? Like with your podcast
show, which I'll link in the Show notes for sure.
Yeah, for me, it's honestly come out of a decade of
experience doing content and running content teams,
doing content as a solo marketer, and doing
that in a bunch of different ways. And really, the transition
for me was when I went from
being kind of an individual contributor like writer to
running a team and being tracking metrics and
understanding what's working and what's not working and how to be responsible.
For a team and not only responsible for what
we were outputting, but responsible for the work they were doing and
how they did in their career. So I felt a very strong weight to
be a good manager and be a good kind of steward of their time and
what they were working on. And what I realized was we were creating
gobs of content, really too much content
without a real plan of like, okay,
how is our audience seeing this? How are we going to get
that in front of our audience, whether that's organic or paid?
And what I realized at the end of the day was we
were most likely creating more content than
our distribution channels could even manage. So if
you think about I use this analogy on one of my shows, but I'm going
to flip it and use it in a different way. If you think about it,
kind of like car lanes,
we only had four car lanes, but we had a massive traffic
jam of content that just kept getting loaded every
single week with more stuff. And we only had
X amount of social channels, email. And so then
you end up fighting over who sends this email on this day, or who
we've got six things we want to communicate. How do we not span people?
It just becomes this whole thing. And so that's where I think marketing teams
can really using distribution first, and the methodology
that I talk about and help companies implement is
really focusing on where are you getting your content in front
of your audience, and then reverse engineering what you actually need from
there. Because most of the times with the companies that I end up working with,
they're like, oh, we're creating way too much stuff because it's just the
habit of production. Right? And what
you just described sounds like a whole thing that I've heard. The content
hamster wheel just like, let's produce more, let's produce
more. And typically the reason why they're trying to produce more is like,
Google would love search engines would love
to publish every day. But the problem with that
is often when there's a
high output, what it's produced is like subpar
B plus content rather than what you're probably thinking about is
like a plus and then distributing it. Is that what engine hearing?
That's how you're thinking about it? Yeah, totally. And I
sort of cut my teeth in content marketing on the SEO side.
Really? So that was the mentality. It was like, let's create
two blog posts a week. We're doing eight a month, we're putting out all these
things, we're trying to work with these writers. That's a lot of content
that you're coming through, especially when we're talking about 1000 to 2000 words.
And you're expected to kind of manage all that on the back end of that,
which people don't ever think about too, is the long term management of
that content, once you build that library up, to constantly keep
it fresh and keep it relevant and keep it new. And so
you're not only creating that content originally, but then you have
to manage it. And yes, I have 1000% been
on the hamster wheel, 1000% burned
out, trying to constantly keep up and create and do
all these things. And sometimes, too, it's funny, both for me and
other people I've talked to, other VPs
at different companies, they recognize it too. When they go back
and audit their website content, they realize, oh, we posted roughly the
same piece of content. Like it's almost identical.
Just a slight twist, like this year,
last year, and the year before.
And so you just end up duplicating all these it's
just duplicate effort when it really doesn't have to be there.
That's so true. I think that's a really good point. I think
you've started to break down, like, what are the benefits of content
distribution? Thinking about that first,
I'm fully in. But for people who are still like Justin
Rally, we don't really need to talk, but take a month, let's just produce content.
Can you break down just a few benefits of thinking about
content? You should be first, like you're thinking about yeah, you've already mentioned
a few, but if you can just list it. Down at this
moment yeah, at the start, I think most
teams get excited about getting
more out of less. So that's where distribution can help, because you can
create less, but you can still make a really big impact because you can
take the things that you are creating and get them out in front of your
audience more often. The other benefit with that
is if you get the message right in that piece of content, let's say you
create a really good, solid piece of content that fits your audience.
What happens most of the time when distribution isn't thought of first
is you hit publish. You maybe
talk about it for a week on social media and maybe send one email,
and then you never talk about it again. And I've seen this
cycle, I dealt with this cycle, and I see the cycle all
the time with different companies, and that's how
that hamster wheel starts. So what it allows you to do is
not only get those messages out, but help your audience be able to
understand what those messages are that you want to say over and over
again. Because it's like we want our audience to know
what we care about and how we can help them and what that looks like.
Well, if you spend the time creating a really good piece of content, that's thought
leadership or something else, that's like your take in the marketplace, and you
only share it once and then only a subset,
maybe Max 20% max
is going to see that. So you have 80% of your audience that's never
seen it, and even of even of those 20% that
saw it, they need to see it seven or eight times before it even starts
to click. And so that's why I always say, by the time you're getting bored
of your content or your message, your audience is just catching on. And that's
what I always say. And so I think that's another core benefit of distribution
is being able to get your messages out in
a continuous fashion that actually helps them start to memorize
what you do. Before I continue, I want to thank the sponsor for this episode
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Or you can also find that link in the show notes and description.
Well, that's it for now. Let's get back to the episode that brings up this
forget if it's an education rule or like you're trying to teach something to
somebody, you got to repeat it like three or four times before
it actually starts to ingrain in them,
whether that's physics or English or something like that.
And it's really about this. You're kind of
getting people to consume it in many different ways so that
they really get the message that you have, which totally makes sense and I
love that. And part of all of this, what you're talking about is you've created
this three C content strategy kind of helps you
map out a content calendar so that with a
great piece of content, you can repurpose it in many
ways. Can you talk about this three C? What is
it and how can it help marketing teams and content
teams produce a content calendar going forward?
Yeah, absolutely. The three C method is not all
that different from other things that have been talked about. It's just
a different way to kind of reframe it. How I think about it is
if you think about a pyramid, at the top of the pyramid, you have this
core piece of content. It's something you're not going to do a ton because it's
super in depth. And most companies do this type
of content, whether it's original research, whether it's
sort of the classic ebook or gated
piece of these things that they're trying to do, maybe once a quarter, a few
times a quarter, really like cornerstone
pieces of content at the top. And then from there it's
core content. So a layer underneath and those are more
the monthly weekly rhythm things. So you could think about like blog posts
or podcast episodes or webinars, just these
kind of more generalized pieces of content that we're creating.
And then underneath that is cut content, which are all of those micro
pieces of content, social content, emails, et cetera.
And how I like to think about using this is,
like you said, to build out a content calendar. And what it
allows you to do is start at the top. So if you have a piece
of original research and you're starting to outline that before
you even send that out to the editor, you can
understand, oh, this topic could go more in depth on.
And the format of that could be a podcast episode because
we have this podcast or it could be a blog or it could be a
framework. It's just like I kind of talk about like putting on
X ray vision goggles and being able to see what are those things that can
come out of that. And again, that can start in the outline phase to know
what those things are you want to do. This is something I did at TechSmith
when we did original research. This is something I did at Metadata when we had
original research. And it's just being able to take that stuff and
the reason you want to take it from cornerstone to core is because
honestly, and then to cut is it gives you an excuse to then
get that back out to your audience in a different way. And so it's
not just hey, did you see our original research report on X,
Y and Z? It's oh hey, we're doing a webinar
where we're breaking down the exact numbers of how to do blah
blah, blah blah. And it's just like coming up with a new way to frame
that out. And then obviously once you have a podcast, you can cut the clips
off of it. Once you have a blog post, you can take things out of
the blog and share those out on social. Same with the webinar. And so being
able to take those things and build them out that way. What I
love about this is that it seems like it's broken down
by level of available time. So cut
it will be somebody who's really a patient. They only have maybe 30 seconds and
1 minute. So let them get drawn into the
very cornerstone content that you have by bringing them
something short form. Same with core.
An episode is a podcast episode could be
shorter or a little long, but a Cornerstone content
might take some time to really digest. So I guess if you think
about it like a menu, like the cutest, like the appetizer.
Yeah, the cord is sort of the main dish.
I'm messing this up, but I hope people get it
when they're hearing this where you're kind of drawing them to this Cornerstone piece.
It is almost like a web that trying to draw them into
the center, the Cornerstone essentially. And I think the other thing
too, that and this is a different way to think about content marketing
because I think smart marketers are starting to think this way.
Whereas traditionally we gated those
ebooks or we gated that research because we wanted
to keep it closed off and we wanted to somehow
use that email address to then nurture.
Whereas how I like to think about it is using those cut pieces of content
to do the nurturing for you. So I don't necessarily
care if somebody even reads the entire report
if they got value out of that one stat that came from our
report and then they get another value out of the blog post that
they read three months down the road and they get more value from.
So it's like creating this web of content and properly
distributing that out. So where again, I don't have to necessarily
be concerned that somebody is hitting the post
because by repurposing that content properly, I know
I'm going to get coverage across the distribution channels that I put that on
so I can get eyeballs on the message that I want to share. I can
become known as the authority in that space because they can
see that, oh man, they're talking about their original research
that they do, the survey that they posted all the time, they have
the information on this and you start to become an authority in that
space that way. And the other thing I
love that the other thing is,
might be targeting different like an audience per se.
Somebody who is into research might be more analytical part
of your audience and somebody whose YouTube shorts might be
short attention span versus somebody who listened to podcasts,
might listen to it at the gym. And you're talking
about this coverage, but you're also covering the different ways people
want to consume their content. So it's actually really
catering to your audience so that some people like
to read, some people like to watch videos, some people like to listen to podcasts
and you're really catering to how they want to consume that
piece of content rather than making it one size fits all,
essentially. Yeah, totally. And the thing I love about the three C
content method is traditionally you do think about it
going like top down, but I also love using the three C content method
to go bottom up. So using social content
as validation to then create your bigger pieces
of content. And a great example of this is I
think in December I had this social post that I
was like, okay, if I were to do a content strategy in 2023, here's what
I'd do. I'd start a show, I do this, I do that, and I broke
it all down into seven steps. Did very, very well on LinkedIn
and I was like, that's kind of an interesting topic. Like clearly people
are interested in that. So from there I took that topic and broke it down
one by one in my newsletter. And so I talked about it on
my newsletter and then later in the year when I started the podcast,
I took that newsletter and I repurposed that into a podcast
and use that as the basis of the outline for the show and talk through
each and everything. So it's like you can go top
bottom and be able to work that up from getting
social validation that this is something your audience is already interested
in and then just expand on it from there. Interesting. What I'm hearing is
it's almost testing out the piece. It's almost like a
minimum viable content to make sure that it resonates with your
audience first before producing a podcast episode.
Takes more work than just writing a piece of LinkedIn post and
you're like, validating that. Yes, this is something that my audience would
find valuable. So that's essentially what
you're talking about there? Yes, absolutely. Use your
social channels, use email, use these other things that you
can kind of grab some validation even if it's around a core idea.
It doesn't have to be sort of like broken out like I had it there,
but just like, man, every time, honestly, this is how
a lot of the distribution and repurposing stuff started for me to
talk about it. Because every time I would talk about it, people would be interested
in like, oh, nobody's really talking about this. And so it's like I just naturally
just started to work my way down that path and be able to really dive
in and understand how I was doing that and just share
out kind of the results I was seeing. Makes sense in
terms of frequency. How would you suggest that for a content
or marketing team? Like, I'm guessing that those cornerstone
ones would be less frequent than cuts.
Is there any time frame suggestion you would have once a quarter
you'll have a cornerstone or some kind of like rule of thumb or it might
also depend on a case to case basis as well.
Yeah, roughly. I like to say like once a quarter,
I think more realistically for companies, honestly, they probably could get by with
like twice a year if they did one really big thing in the spring,
one really big thing in the fall. They could probably get by with that if
they were cutting it up. Because what I like to do too, when I sit
down and work with a team, I like to look at and
start with the distribution channels to even understand how
many lanes of the highway do you have? What are you actively doing right
now? Right, because what I don't want to do is necessarily
just say, hey, we've got to produce a new cornerstone
piece of content every quarter and then again not have enough distribution to
even get that out in front of the audience. So I
like to work with teams and understand how they're posting, what they're working on,
how are they interacting with their audience, and then from there, being able
to go from there. But I think for most teams, you could probably
get by with, like I said, once or twice a
year on a cornerstone piece, and then if you're breaking those out into kind
of weekly blog posts or what those rhythms are, and then
daily social and things like that, you can start to see how those cuts
actually transform into each other. Totally love
that. I think you mentioned that there where you mentioned something interesting there around
trying to figure out what are the channels that team has
first. One of the problems I have is I often want to do all of
them and then I'm looking at your three C is like yes, I want to
do original research, I want to do podcasts, I want to do YouTube videos,
I want to do YouTube shorts, videos, emails, everything.
But you're saying, hey, let's figure that out first before do
you have any tips there or what would be your advice for figuring out
which of those channels you want to pursue
with a team that you're working with? Yeah, I think
some of its competency and some
of its competency, some of its passion. So like for instance, YouTube is an
easy one, right? Like if you don't have anybody who really is passionate or knows
video or YouTube or search maybe don't
bother with that at this point because you don't have anybody that's really going
to be able to necessarily figure that out unless there is somebody on your team
who wants to manage that. On the flip side, something like LinkedIn is
a little bit more low barrier to entry in
terms of it's not Twitter. You don't need to support a feed all day long
and tweet ten times a day to keep up in the feed. If you
post once it'll kind of like carry out and then it's more about networking.
And so for me I think it's trying to figure out what
capacity you have as far as people who can actually own it.
And then I always say start with one. I mean, it's the most common advice,
but pick one and get really good at one. Because the
things you learn on Twitter will probably transfer over
in some way, shape or form over to LinkedIn. And honestly,
those things can transfer over into YouTube and podcasting too,
because the same elements you need to write a really good hook are
not all that different than the same elements. You need to write a really
good title or come up with topics and things to
create. And so once you get into that rhythm of being able to
do something really really well, I mean I would rather have a solid audience
on one platform than have bad audiences
across several, you know what I mean? And I think that
there's just opportunity cost of doing all those things. So you
know, like go in and audit a company's social and
you'll see well they are posting on Instagram but it's
two likes for every post. They're not
really getting any traction, they haven't really gained any subscriber or followers
in the last couple of years but they still have to
focus on that. Every week they have a line item
in their checklist of getting something out on Instagram
or Facebook. I mean there's still companies who do like organic Facebook and
no traffic, no reach, but they're still spending
time trying to figure that out. Whereas if you didn't spend your time doing that,
you could maybe go all in on a different channel like email or
just something else that might be more productive. Yeah,
that totally makes sense. Something that I'm considering from all work
for sure. Just something that hit me right
now because I've been seeing it on Twitter a lot around like AI.
I'm curious what your thoughts are on how AI can
help with distribution, especially with repurposing
stuff, where maybe you can plug in a blog post and ask Chat GPD to.
Have you ever done that? I'm curious.
Where this blog post? I've monkeyed with it. What I'm
learning with Chat GPT is it's all about the
prompt. It's all about getting you setting
it up for success. Just saying write me
a LinkedIn post is not going to be great.
I think in the future there's potential for as more of these
frameworks come out and be able to build
those frameworks into the tool or use particular frameworks into the tool and
teach the AI. Hey, when I say I want
this turned into a zero click piece of content
that starts with a really good hook, and this is what a
really good hook is, but you have to work it down that path
to get it to be smart enough to do some of that. I like it
for take a look at this blog post and pull out
the top interesting points out of this post.
Or I like that, take a look at this transcript and give
me the subtopics that are in it. Or I like
to use it for ideation to understand.
And that's how some of that can come up because that's how I then get
more core pieces of content or more cut pieces of content to be able to
come up with something interesting to write on that makes sense.
I was just curious because I'm seeing people
using it for creating outlines or
just creating a rough draft with that.
I'm curious, you already gave an example of that three C method
earlier with your LinkedIn post. Is there any other example that you've
used this methodology in
the real world that you can share with the audience? For sure,
yeah. When I was at TechSmith, we did
a video viewer study that essentially so
TechSmith, we made video editing software and
so we just did a survey, surveyed an
audience, surveyed our audience and got their video viewing habits.
So things like what made you stop watching a video, what things
made you really interested in watching a video and just broke all these things down,
took that data, had a huge professional
subset of folks look at it and build out that content.
But once we had the content back then, what I did, I literally have it
in a notebook somewhere. It's probably over my bookshelf where I went through
it and wrote down all of the interesting headlines out
of it. And so it was like, why people stop watching video?
That's interesting. The five things
you need for video SEO. That's kind of interesting. Like just kind of taking out
the different pieces. And then from there, we created a
ton of blog posts off of that content, and we created podcast
episodes that broke down those cuts. So we might have the
data, but then we would take that and create a podcast episode where
we're breaking down the data and talking about it and having a conversation
about it. Or we would take it and have a webinar
where it was a standalone thing and we were just going to talk about one
of those things. So that's probably the best example of taking a cornerstone
piece of content and breaking it out in that way. And that's the thing too.
I think sometimes when people talk about distribution or distribution
in this way, it can be like, SEO isn't really thought
of, but SEO, SEO, google is just a distribution
channel. If you think about Google
as just another distribution channel, you can use
SEO to your advantage. Like SEO can still be to the advantage. So when we're
creating these topics and coming up with those topics,
it's pulling out maybe the interesting headlines, but then going back and saying like,
is anybody searching around this topic? Oh, okay, they are. So let's use our
data to then support that topic and start to rank for those
things. What makes a good YouTube thumbnail? We now have,
based on our survey, six criteria that makes a good YouTube
thumbnail that we could do. So it's like you can come up with those type
of topics that pull off of that. That makes
sense. You brought it up. What is the six
YouTube YouTube? Oh, I don't know. It's been years.
It's been years and I'm sure they've changed at this point.
Yeah, probably. I was just super curious about that.
I'm trying to get into doing more YouTube videos, but that's
super, super interesting. Thanks for sharing that. I really do appreciate you
sharing about this three C methodology that you've been working on.
I want to shift gears now and talk about career power ups. You've been
in marketing, content marketing now for over a decade.
I'm curious what's really helped you accelerate your career?
Now you're doing your own thing.
What are some things that helped you throughout your career?
Yeah, I think the biggest thing early in my
career was being able to be a
junior kind of content person and do a whole bunch of different
things. And so I got to write emails, I got to write web copy,
I got to build web pages, I got to write
ad copy. So I got to do a whole bunch of different
aspects in content. And honestly, got to do that for years
before I started narrowing down and really kind of niching down into what
I wanted. To do. So I think being more
broad early on to know that even if you're not the one that
has to do it, to understand okay, and be able to have that conversation with
your paid ads expert to say, okay, how are we going to work together as
a demand generating content? How are we going to work together to really run
a really efficient marketing program? Or how
am I going to work with Devs to get the website to
be created in graphics and all that type of thing. So really
being able to be multifaceted in that way and then a level up
from there, which has helped me to kind of start my own business is
understanding larger facets of the organization besides
just marketing.
Because that's one of
those areas where it's really easy to
only understand what your niche is and
what your area is and why that matters. But unless you understand why the product
team cares about X, Y and Z thing and how you can help them or
what does the CFO care about or how does sales
use this stuff that you're working with and being able to communicate with all of
those different people, it's going to be really hard for you to make
traction and help grow the. That makes sense.
I forgot who mentioned it. I think it was April Denford who mentioned it to
me. Like one of her career power ups. Is stop
thinking about marketing beyond it. Like thinking about it in the market and
then making sure that you're seeing how it's affecting other teams.
Really love that. One final question in terms
of if you can travel back in time, send a
message through time to the younger version of Justin. I love
this question. It's like time travel. What is this now? Sci-fi? But what
would be a piece of advice that you would share that younger version of Justin
who might be just starting out in marketing, not even maybe sure about
what he wants to do at that moment?
I would tell younger me to stay curious
and take learning into your own hands.
So don't rely on the company to
get you where you want to be or the work you're doing at the company
to get you where you want to be. You have to go out on your
own and learn those things.
And it took me a long time to kind of
realize that. But as soon as I started to kind
of take my career and my
sort of growth plan into my own hands, I was able to really
learn and grow at a ten x rate. Because I could
watch a series of YouTube videos and start implementing that
on something, or I could read a blog
post and try to implement that. I remember one time I was listening to
a podcast coming into work about
how to get in a featured snippet in Google
at the time. This is like 2016. And I came into work and I implemented
it. And then by lunchtime, I was able to show our VP like, hey,
look, we now own this snippet. And she was like, how did you do that?
And I was like, oh, funny thing. I was just listening to
this podcast on the way into work and then just tried to implement it.
So I think taking those things in your hand, being curious and
trying to learn those new aspects of marketing,
new aspects of the business, I think just being never ending
curiosity is probably the biggest lesson that I would tell myself.
I totally love that. Especially that story.
Coming to work on
a future Snippet. That's really cool. In terms of,
like, you said you listen to podcasts. Like, where else do you like
learning about marketing? Like newsletters,
podcasts, videos? Like, what are some things that you're learning more
about marketing these days? I think for me,
I've become like just such a YouTube junkie.
I just think there's something like you said, everybody kind of learns differently.
And for me, it's been like this evolution
of blogging was I used to love to read
blogs, and now it's just not part of my workflow.
Like, I just typically don't read that many blog posts.
And I still listen to a fair amount of podcasts but don't have a commute
anymore. And so I don't listen to them as much.
But I do watch a ton of YouTube videos. Whether it's shorts, whether YouTube's
smart enough to get you in that sort of algorithm, and they figure out what
you like to watch and they're going to keep serving you it up.
But yeah, I think there's so much actionable, practical advice,
and I love being able to see it and see people talk about it.
That's helpful for me to learn to go through and be like, oh, I see
what they did there. That's how they're doing that.
One of my favorites is Chris Doe over.
I say it all the time, but Chris Doe is so
good. And honestly, even just reverse for me, like reverse engineering
how they repurpose their content and how they distribute that content.
Just go look at Chris Doe and what they do with their podcast and how
they get that stuff out there. You'll be inspired. So funny.
Yeah, Chris Doe is so good. He's big
on Instagram too, with this carousel stuff that he
repurposes some of his content, then he does his workshop.
Any other channels that you watch? You said you binge a
bunch of other channels he might even related to marketing
at all. It's sometimes great to watch non
marketing stuff just to analyze how try to figure out how
they're doing what they're doing. I watch two.
I love to cook, and so I watch a lot of cooking channels.
Like, Joshua Weissman is like a huge YouTuber.
And there's a couple of other ones that I watch there, but I like to
kind of see, like you said, that is interesting. You bring that up
because it brings up or I was
really into car videos. I'm not even a car person, but I was really into
these car videos. Like just watching people fix
their cars and do different things. I was like, this is so fascinating.
But it does give you ideas for content from time to time to where you
can be like, oh, they're just breaking down X,
Y and Z thing. That's kind of cool. Like, I could do that, like break
down different pieces of content this way or break, you know, for for whatever the
business is. I do get super inspired by
by watching those those different pieces of content. That's true,
that makes sense. It's fascinating that you're talking about this YouTubers
and it seemed like they're distributing their content.
A lot of them are distributing the content already really well with shorts.
And then they probably haven't some of them have newsletter like Chris.
Same with Travel YouTuber that I follow.
Karen, Nate, it seems like video is such a good platform
medium to repurpose. Is that an
observation that makes sense. Or is totally off base?
No, I think it makes a ton of sense. It's one of the main reasons
why I love podcasts. Honestly,
I'm serious when I say this. If I was a company starting
a content or rethinking their content strategy in 2023,
I would start with a show or a podcast because I think there's
so much value in video because you get like you talked
about earlier. I don't ever want to assume my audience
has to consume my content in one way, shape or form.
So by cutting that up into a million different ways,
they can consume it however they want. They can listen to the podcast, they can
read the newsletter, they can watch the YouTube video. Eventually they can
follow me on different social media and they can get that same
idea or that content cut up into a million different ways.
And it's interesting. I'm going to have somebody on my show distribution first
coming up and we're going to actually talk about some of that with YouTube
and with creators. Because I think creators are the
perfect place to look at
how to properly distribute content because they don't even think about it probably as like
content distribution. They're just like, this is how I get my
content out into the world. Whereas marketers, it's like,
oh, we have this thing and we call it distribution and
we tack it on at the end of our content strategy. And it's like,
creators, it's just what they do. They could not survive if
they didn't get their content in front of the audience. That's true,
right? Because they're so dependent on that CPM that advertisers
where the more they distribute in different
channels, the more they can charge, essentially. So they're really
thinking about how can I make as much money versus like,
sometimes B, two B marketers are so stuck on,
oh, let's just rank on this thing, versus let's
get to close it. It's a different mentality of
getting your audience onto your website versus just getting eyeballs
and getting attention. I feel like that's a very different thing.
Whereas the creator doesn't really care necessarily. Maybe they care
that they watch the long form video for X, Y and Z reasons, but like
shorts and TikTok and all these other areas that they can get that
message out. Like you said, it's all about impressions. It's getting
more eyeballs. We've all
seen in whatever your niche is that you enjoy following, there's that
person or those few people where you're just like, I see them everywhere
now. They're everywhere. How are they doing that? And it's by
distribution. It's by getting their content out in front of their audience all
the time. Well, I hope you are as inspired as I am to
repurpose my content more after hearing my discussion with Justin can
learn more about Justin's work with his podcast, distributionfirst Co,
as well as his work@justinsimon.com, all of those links
in the show notes and description below. Thank you to Justin for being on
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