Content Distribution

---
name: content-distribution
description: >-
  Distribute content across channels for maximum reach — multi-platform repurposing,
  syndication, paid amplification, email distribution, and partner promotion.
  Use when getting content in front of an audience, repurposing content, or
  building a distribution engine. Triggers on: "content distribution", "promote
  content", "repurpose content", "syndication", "amplify content", "get more
  eyes on", or any content amplification request.
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: creative
  tags: [content, distribution, repurposing, syndication, amplification]
  related_skills: [content-marketing, social-media-strategy, marketing-strategy, paid-advertising]
  frameworks:
    - "Ross Simmonds — Create Once, Distribute Forever"
    - "Gary Vaynerchuk — Content model"
    - "Ann Handley — Everybody Writes"
---

# Content Distribution

## Overview

Creating content is 20% of the work. Distributing it is 80%. Most teams spend
weeks on a piece of content and 10 minutes tweeting about it. This skill
flips that: build a distribution engine that gives every piece of content
maximum reach across every channel your ICP uses.

## Authoritative Foundations
- **Ross Simmonds — Create Once, Distribute Forever** — Spend more effort distributing than creating; atomize one asset into channel-native pieces for every place your audience already is.
- **Gary Vaynerchuk — Content model** — Turn one pillar piece (a talk, video, or report) into dozens of micro-content pieces sized for each platform.
- **Ann Handley — Everybody Writes** — Rewrite, don't paste: adapt the voice and hook to each channel instead of cross-posting the same text.

## When to Use

- "Distribute this content piece"
- "Build a content distribution plan"
- "Repurpose our content across channels"
- "Get more reach for our content"
- "Promote our article/podcast/video"
- "Build a distribution engine"

## Step-by-Step Process

### Phase 1: Content Atomization

One long-form piece → 10+ derivative assets:

| Source | → Derivative Assets |
|---|---|
| Blog post (2000 words) | LinkedIn post (text-only), LinkedIn carousel (key points), Twitter thread, email newsletter section, podcast talking point, YouTube short, infographic, quotes for social graphics, slide deck, guest post angle |
| Podcast episode | Blog post (transcript + insights), social clips (60s), quote graphics, LinkedIn post, email to subscribers, show notes with links |
| Webinar/video | Blog recap, social clips (30-60s), slide deck, email follow-up to registrants, LinkedIn post with key insight, quotes from speakers |

**Rule:** Create once, distribute 10+ times across 10+ formats. Never publish
a piece of content in only one format.

### Phase 2: Channel Distribution Matrix

| Channel | Format | Frequency | Effort |
|---|---|---|---|
| **Newsletter** | Curated content + original insight | 1x/week | Medium |
| **LinkedIn (founder)** | Text post, carousel, video | 3-5x/week | Low (per post) |
| **LinkedIn (company)** | Article share + commentary | 1-2x/week | Low |
| **Twitter/X** | Thread, short post, quote | Daily | Low |
| **Reddit** | Value-first post in relevant subs | 1-2x/week | Medium |
| **Hacker News** | Launch/product posts | As relevant | Medium |
| **Industry communities** | Value posts (no self-promo) | 1-2x/week | Low |
| **Email to subscribers** | New content alert | Per piece | Low |
| **Paid amplification** | Boost top performers | Ongoing | Budget-dependent |
| **Partner cross-promotion** | Mutual sharing | 1-2x/month | Medium |
| **Aggregators (Zest, Refind)** | Submit top pieces | Per piece | Low |

### Phase 3: Paid Amplification

Organic reach has limits. Paid amplification extends it:

- **LinkedIn boosted post:** Take a high-performing organic post → sponsor
  to your ICP. $50-200/post. Best ROI on already-validated content.
- **Meta retargeting:** Serve content to website visitors who didn't convert.
  $1-5/day per audience segment.
- **Content syndication (Outbrain/Taboola):** Place content on publisher
  sites. $0.10-1.00 CPC. Best for top-of-funnel content.
- **Newsletter sponsorships:** Sponsor relevant newsletters. $500-5K per
  placement. Best for reaching specific audiences.

### Phase 4: Distribution Cadence

| Day | Action |
|---|---|
| **Launch day** | Blog published. LinkedIn post (founder). Twitter thread. Email to subscribers. |
| **Day 2** | LinkedIn carousel (key points). Reddit post. Industry community posts. |
| **Day 3** | LinkedIn post (different angle). Submit to aggregators. |
| **Day 7** | Newsletter roundup includes the piece. Social re-share with new hook. |
| **Day 14** | Boost top-performing organic post. Create derivative for partner promotion. |
| **Day 30** | Repurpose into new format (video, podcast). Re-share in communities. |

## Output Format

Content distribution plan with: atomization map (one source → 10+ derivatives),
channel matrix with frequency, paid amplification budget, and 30-day distribution
calendar.

## Quality Check

- [ ] Every long-form piece has 10+ derivative assets planned
- [ ] Channel matrix populated with formats and frequencies
- [ ] Paid amplification budget allocated for top performers
- [ ] 30-day distribution calendar created
- [ ] Partner cross-promotion planned for top pieces

## Common Pitfalls

1. **Spend 90% on creation, 10% on distribution.** Flip it. A great piece of
   content nobody sees is wasted. Distribution is the multiplier.

2. **Publish once, done.** The same piece should appear across 10+ formats
   and channels over 30 days. Most value comes from derivatives.

3. **Self-promo in communities.** Posting "check out my article" in Reddit
   gets removed. Post the insight with no link. The community finds you.

4. **No paid amplification.** Organic reach on LinkedIn is 2-5% of followers.
   Boost your best content to reach the other 95%.

5. **Company page only.** Founder posts get 10x the reach of company posts.
   Founder is the distribution channel at <$10M ARR.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator

## Related Skills

- **content-marketing**: Content strategy and creation
- **social-media-strategy**: Platform-specific posting
- **paid-advertising**: Paid amplification execution
- **marketing-strategy**: Overall channel mix