content isn't king — distribution is

The promotion problem nobody wants to solve

You can make the best content in the world and it doesn't matter if nobody sees it.

I know that's not what content people want to hear. We all want to believe that quality wins. That if we just make something that’s good enough, it'll find its audience; build it and they will come.

But they won't.

Distribution is the unsexy part of content strategy that everyone skips. Making the thing feels creative, and promoting the thing feels like begging. So we make the thing, post it once, and wonder why it didn't take off.

Here's the uncomfortable math: most of your audience doesn't see most of your content. Organic reach is a fraction of your followers. One post, one time, to one platform reaches maybe 10-20% of the people who already said they want to hear from you.

Which means 80-90% missed it entirely.

The best content creators aren't just good at making things. They're good at making sure those things get seen. They repurpose across platforms. They reshare their best work. They build distribution into the creation process, not as an afterthought.

Every piece of content should be posted multiple times. Not copy-pasted — reframed, reformatted, revisited. The insight that works as a LinkedIn post also works as a tweet thread, a short video, a newsletter section, a podcast talking point.

And it's not just about format. It's about timing. The people who saw your Tuesday post aren't the same as the people scrolling on Saturday. The audience that caught it in the morning feed missed the evening repost.

I think of distribution as a multiplier. If your content is a 7 out of 10, great distribution can make it perform like a 9. If your content is a 10 but your distribution is a 2, you're getting 2-level results.

Stop spending 90% of your time on creation and 10% on distribution. Flip it. Or at least make it 50/50.

The world's best content dies in silence every day. Don't let yours.