The best social sharing snippet from Justin in this interview… “Yes, because the number of people who fill out a contact form is very small compared to the number of people who come to your website. And. If you push too fast for the end goal, you miss the opportunity to create relationships, get someone to just sign up for a newsletter, download and learn one thing.
In this episode, I’m joined by Justin Simon, creator of the Distribution First framework, to explore how you can turn your content creation efforts into a powerful distribution strategy. We discuss why hitting “publish” is just the start, the importance of redistributing and repurposing your content, and why simplifying your approach is the key to success. Justin breaks down his four-phase framework—Foundations, Execution, Optimization, and Maximization—and shares actionable advice to help you build a consistent, effective content distribution system. Whether you’re a small business owner, marketer, or creator, this episode will help you generate the full potential of your content.
Timestamps
2:30 – The myth of “just putting content out there”
5:45 – Why relying on SEO alone isn’t enough to get your content seen
8:15 – Understanding the 80/20 rule for content performance
10:40 – The importance of repeating and repurposing your key messages
13:25 – Overview of the Distribution First framework
14:10 – Phase 1: Foundations – Creating core messages, POVs, and channel focus
18:00 – Phase 2: Execution – Auditing and repurposing your existing content
20:45 – Phase 3: Optimization – Fine-tuning what works
23:10 – Phase 4: Maximization – Scaling your content distribution efforts
26:30 – Simplifying your approach with a content floor
30:50 – Choosing a core content type that aligns with your business goals
34:10 – The importance of starting small and staying consistent
37:20 – How Justin uses his framework in his own business
41:30 – The role of community and collaboration in distribution
43:10 – Justin’s suggested takeaway… Make distribution a non-negotiable
Where to Find Justin
His website here.
Distribution First Academy.
His podcast here.
Listen On Apple Podcasts
Listen on Spotify
Watch the Podcast or Read the Post Below
Content creation is just one side of the coin; content distribution is where the magic happens.
If you’re like most creators or marketers, you’ve probably wondered, How much effort should I put into sharing what I’ve made? Isn’t publishing it enough?
Spoiler alert: It’s not.
In this insightful discussion with Justin Simon, creator of the Distribution First framework, we dive deep into why and how to make your content work harder for you.
Why Content Distribution is a Game Changer
Content isn’t king unless it’s seen.
Justin shared a sobering reality: 80% of your results often come from just 20% of your content. But what happens to the rest? In many cases, it’s left to collect dust. Distribution is about ensuring that more of your content reaches its audience, whether through organic means, strategic sharing, or repurposing.
For businesses, especially service-based ones without massive advertising budgets, content becomes the engine of growth. But Justin emphasizes that the process doesn’t stop at hitting “publish.” Instead, it begins there.
The Four Phases of the Distribution First Framework
To streamline your approach, Justin breaks down content distribution into four actionable phases:
- Foundations
- What to Do: Define your key messages, themes, and points of view (POVs).
- Why It Matters: These guide everything you create and distribute. Choose 1–2 primary platforms to focus on and master.
- Execution
- What to Do: Audit and repurpose existing content before creating anything new.
- Why It Matters: Starting with what you already have saves time and ensures your distribution aligns with your goals.
- Optimization
- What to Do: Analyze what’s working and tweak as needed—adjust formats, channels, or even your messaging.
- Why It Matters: Double down on what resonates with your audience to maximize impact.
- Maximization
- What to Do: Once your system is humming, scale your efforts—add platforms, formats, or even explore paid options.
- Why It Matters: By this stage, you’ve built a solid distribution system that can grow with your business.
Redistribution and Repurposing for Less Work, More Results
A major highlight of our conversation was redistribution. Justin debunks the myth that repeating yourself is bad. New audiences are always entering your ecosystem, and even your loyal followers need reminders.
“You have to get comfortable repeating yourself,” Justin explained. Repurposing allows you to present the same idea in fresh ways.
For example, a blog post can become a podcast episode, a LinkedIn carousel, or short video clips for Instagram.
Why Simplifying is Key
The path to successful distribution is simplicity and consistency. Justin advises creating a “content floor”—the minimum amount of high-quality content you can realistically maintain. For him, it’s:
- A weekly podcast.
- A weekly newsletter.
- Daily LinkedIn posts.
That’s it. This manageable strategy ensures Justin stays consistent while delivering value.
What’s Your Core Source of Content?
Determining your “core source” is crucial. Justin explains that your starting point might depend on your business goals or your current season:
- Need clients ASAP? Focus on sales-driven content, like direct email campaigns.
- Planting seeds for the future? Build awareness with educational blogs or podcasts.
Once your core is established, everything else stems from it. For example, if podcasts are your foundation, you can extract quotes, clips, and insights to fuel other channels.
Why Distribution is Non-Negotiable
Justin’s parting advice is clear: Distribution is essential. You don’t need to overcomplicate it, but you do need to make it a priority. Focus on what works for you, not what seems to be working for someone else.
Start small. Be consistent. Repeat yourself. Distribution doesn’t have to be overwhelming—it just needs to be intentional.
The Takeaway
Content creation is only half the battle—distribution is where your efforts pay off. Build a system, stay consistent, and let your content do the work for you.
