Distribution is the moat
In the vast landscape of social media and content creation, there’s a common trap that many fall into: the post-and-pray approach. You craft your content, hit publish, and then… silence. It’s a scenario I’ve encountered countless times, both in my own journey and with clients I’ve worked with. But here’s the truth: people often underthink distribution, and it’s costing them opportunities.
Why Distribution Matters
More Visibility
Let’s face it: the internet is noisy. With millions of posts going live every minute, simply putting your content out there isn’t enough. Effective distribution ensures your message reaches beyond your immediate circle, exposing your ideas to new audiences and potential opportunities.
During my time in China, I learned the importance of visibility firsthand. In a market where relationships are everything, being seen and remembered was crucial. This lesson translates perfectly to the digital world — your content needs to be where your audience is looking.
More Credibility
Consistent, well-distributed content does more than just increase your reach; it builds your credibility. When people see your ideas shared across different platforms and endorsed by others, it reinforces your expertise.
I remember when I first started taking LinkedIn seriously in October 2023. My follower count was a modest 2,115. But by focusing on distribution and consistency, I grew that to over 6,000 in less than a year. This growth wasn’t just about numbers — it was about establishing credibility in my niche.
More Engagement
Distribution isn’t just about broadcasting; it’s about starting conversations. When your content reaches the right people, it sparks discussions, attracts comments, and encourages shares. This engagement is the lifeblood of building a community around your brand or ideas.
Stronger Connections
Perhaps the most valuable aspect of effective distribution is the connections it fosters. Every share, every comment, and every DM is an opportunity to build a relationship. These connections can lead to collaborations, clients, or even friendships that extend beyond the digital realm.
The Growth Dilemma
While focusing on distribution and growth is crucial, it’s important to maintain perspective. Recently, I’ve found myself questioning whether my emphasis on growth might be a form of procrastination — a way to avoid direct sales activities.
This realization has led me to reassess my approach. Growth is important, but it shouldn’t come at the expense of other critical business activities. It’s about finding a balance.
Integrating Distribution into Your Routine
So, how do we harness the power of distribution without letting it consume all our time and energy? Here are a few strategies I’ve found effective:
- Set Clear Goals: Define what you want to achieve with your content distribution. Is it more leads, brand awareness, or establishing thought leadership?
- Create a Distribution Calendar: Plan out your content sharing across different platforms. This ensures consistency without overwhelming you.
- Leverage Tools: Use scheduling tools to automate some of your distribution. This frees up time for engagement and other business activities.
- Engage Authentically: Don’t just share — interact. Respond to comments, participate in discussions, and build real relationships.
- Analyze and Adjust: Regularly review your distribution efforts. What’s working? What isn’t? Be willing to pivot based on these insights.
Beyond the Post
Distribution is more than just sharing your content across platforms. It’s about strategically placing your ideas where they’ll have the most impact. It’s about fostering discussions and building a community around your expertise.
During my time managing multiple client accounts as a Social Media Director, I saw firsthand how a well-executed distribution strategy could transform a brand’s online presence. It’s not just about reach; it’s about resonance.
The Balancing Act
As we focus on distribution and growth, it’s crucial to remember that these are means to an end, not the end itself. The goal is to create value, solve problems, and build meaningful connections.
In my journey from finance student to marketing professional, from the US to China to Ecuador, I’ve learned that success isn’t just about being seen — it’s about making an impact. Distribution is a powerful tool in achieving that impact, but it’s just one piece of the puzzle.
Moving Forward
As I continue to navigate this balance between growth and direct business activities, I’m reminded of the power of systems and frameworks. Just as I advocate for my clients, it’s about building sustainable processes that drive results without consuming all our time and energy.
So, let’s challenge ourselves to think beyond the post. How can we distribute our ideas more effectively? How can we turn visibility into meaningful connections and opportunities?
Remember, every post, every share, and every interaction is an opportunity. Let’s make the most of them.
💡 Hey, my name is Frank Velasquez. I’m a social media strategist and consultant.
→ Find me on LinkedIn.
→ If you’re an executive who believes in the power of building an audience but doesn’t know where to start, let’s connect. https://yoursocialstrategy.co/
