Episode 60
The State of Content Distribution with Brett McGrath
In this episode, Justin talks about the current state and future trends of content distribution, the evolving role of content marketers, and the impact of AI on the marketing landscape with Brett McGrath.
Justin and Brett discuss the current state of content distribution in 2024, examining assumptions about distribution, how it can be improved, and the evolution of strategies from search and social to owned channels.
If you like distribution and repurposing playbooks, you'll love my weekly newsletter (it's free). Join 2,600+ subscribers here: https://news.justinsimon.co/
In this episode, you'll learn:
- Why having internal alignment across departments is crucial for distribution.
- How viewing content as a product can optimize distribution planning and resources.
- Why focusing distribution on a core piece can free up time for premium content.
- How building systems to provide brand omnipresence can expand reach.
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Transcript
Hey, everybody, before we get started, I want to thank my friends at Hatch for
Speaker:producing this episode. You can get unlimited podcast editing and
Speaker:strategy for one flat rate by visiting Hatch
Speaker:FM. All right, let's get in the show.
Speaker:Welcome to distribution first, the show where we flip content marketing on its head
Speaker:and focus on what happens after you hit publish. Each week I
Speaker:share playbooks, motivations, stories, and strategies to help you repurpose and
Speaker:distribute your content because you deserve to get the most out of everything you
Speaker:created.
Speaker:Everybody, welcome to this week's episode of Distribution first. Got my
Speaker:buddy Bret McGrath on the show this week and we're going to go
Speaker:deep into the state of content distribution in
Speaker:2024, kind of where everything is at, where
Speaker:distribution is moving toward what's changed, what's evolved,
Speaker:what should we be on the lookout for? What are some of the assumptions
Speaker:that we're still carrying around a decade later based on how some
Speaker:of these programs are being run and then how can we do it better? So,
Speaker:Brett Mann, welcome to the show. Thanks, Justin. Pumped to be back, excited about
Speaker:this conversation. When I saw the topic, it made me
Speaker:feel, gave me the warm fuzzies inside because I was like, all right, we've
Speaker:talked so long about content distribution 101, we should do
Speaker:it. And now we're taking that next step. It's like some of us are
Speaker:doing it and what is next and what is the future? And I think those
Speaker:are exciting topics to hit. Yeah. And I think it's important. And it's
Speaker:interesting because to me, and maybe this is even a good spot to kind of
Speaker:start is like, to me, content distribution is falling into two camps for
Speaker:people. For some people, it's the
Speaker:classic vitamin versus Painkiller. For some people, it's a
Speaker:vitamin and they don't realize they need the painkiller. And I think that's really
Speaker:kind of where I'm seeing the landscape at. I'm curious kind of what your thoughts
Speaker:are as far as that goes. Yeah, I think that's accurate. I
Speaker:think what else has been interesting to me is the more I think about
Speaker:it, is that we were on this path for so long,
Speaker:talking about, like, we need to do content distribution, and here's the
Speaker:reasons why. And there were adopters along that path,
Speaker:but at the same time, companies started to cut out
Speaker:content from their budgets and cut out resources
Speaker:to produce that content. So it's interesting because I
Speaker:think there is this road and these paths for content creators
Speaker:who are kind of maturing with their distribution, where
Speaker:some companies literally have halted their content process and I
Speaker:think don't realize it, but maybe will be impacted a few months from
Speaker:now when there's other companies and brands who are not only investing more in
Speaker:their content but then giving their creators or whatever
Speaker:role it is, the resources to focus more on
Speaker:distribution. So I think I have a guess on which brands
Speaker:will win that race. But to me that's like one of the interesting
Speaker:storylines that I'm observing and trying to follow as
Speaker:close as possible. Yeah. And it's interesting for me too,
Speaker:because actually I was looking the other day, I'm always kind of peeking
Speaker:around at different content jobs, not that I'm going to take one, but just kind
Speaker:of see where the landscape is at. For somebody who's looking for a director of
Speaker:content, head of content, what are the skills? What are the things people are
Speaker:needing? And it's wild because on one side I'm
Speaker:seeing still a sort of traditional
Speaker:content marketing role that's being asked for in terms of like
Speaker:SEO and blogging and weekly production and setting up
Speaker:keyword maps and that sort of side. But on the flip side, I
Speaker:just saw a few of them recently where explicitly in
Speaker:the job description was, we need you to lead
Speaker:distribution, the word like distribution and repurposing
Speaker:for our content. We need you to build the plan to be able to do
Speaker:that. And so I think for me that that's sort of like the glimmer of
Speaker:hope in my mind of like, all right, some companies are figuring
Speaker:out that this is important enough to even ask that of the role
Speaker:and where I'm at is hopefully this show, this
Speaker:conversation, a lot of the stuff that we like to jam on
Speaker:will help folks sort of understand, like, oh, okay. If I'm going
Speaker:to take this next step in my career, if I'm going to
Speaker:be a top content marketer, a top marketer, I have to know what to
Speaker:do with this stuff that we're creating. I love that you brought this up. And
Speaker:as a recent free agent who has been having a lot of
Speaker:conversations and also people send need job postings,
Speaker:job listings for content jobs, that is like one of the first
Speaker:things I look at are they calling out distribution? Is this the need?
Speaker:And to be honest with you, if it's not someone who I know really
Speaker:well and someone who's like, you got to go talk to this person. They're a
Speaker:great person. It's a qualifier for me. You have to have something
Speaker:about distribution in your job description because if
Speaker:you don't, then likely I can't do any. I'm not going to be able to
Speaker:help you. And I say that kind of like tongue in cheek. But also
Speaker:to me, I think those are the places that people
Speaker:who have deep career experience in
Speaker:content should be looking for or should be thinking, because those
Speaker:brands are progressive. And what I have noticed
Speaker:is what's encouraging about content distribution just in general, is
Speaker:that there are more companies that are upstream.
Speaker:We're talking 1000, 503,000 employees who
Speaker:are focusing on content distribution. Whereas three years ago
Speaker:I didn't see that happening. So something is happening in the
Speaker:space. People are talking and maybe bosses and bosses, bosses are
Speaker:seeing results with distribution. But for me, as someone who's out there right
Speaker:now talking with companies, that's qualification criteria.
Speaker:You must be thinking about it and that must be a part of the conversation
Speaker:or quite frankly, I'm not interested. Yeah, definitely. And
Speaker:it's an interesting spot because honestly, even how I have these conversations
Speaker:with people who come to me and want to work with me is typically they
Speaker:might have a content engine in place, they might have a particular way of
Speaker:doing things. And a lot of times it's not a complete
Speaker:overhaul of what you're doing. It's essentially
Speaker:assessing what you have going on. And then how does what you have go
Speaker:on match and fit to a distribution strategy across
Speaker:the funnel, across channels, across
Speaker:intent for that content, trying to not expect a performance
Speaker:piece of content to build your brand and not expect a piece of brand building
Speaker:content to drive leads or to drive media impact and
Speaker:revenue. So coming up with that balance is huge for folks.
Speaker:And hopefully we're going to get to that point where more and more companies are
Speaker:deciding that. And one more note before we move on with that is for
Speaker:the person who's starting in marketing or even in that, a lot of the folks
Speaker:that I talk to that are kind of in that maybe like one to five
Speaker:plus ish range of their career, how much more
Speaker:valuable are you going to be to your company if you can come to them
Speaker:and say, you know, this content we've been creating, I'm noticing we're not
Speaker:doing much with it, or I'm seeing, we're not like, it's not
Speaker:ranking or, boy, we're spending a lot of time doing
Speaker:this. Here's a plan that I think we can execute
Speaker:on to get this in front of people, or it's going to actually make
Speaker:them just flip their mindset in terms of, you know what, I tried repurposing some
Speaker:of this stuff to get it out. It's not very good. It's going to change
Speaker:how those people do stuff. Yeah. So I've been on this path of this
Speaker:proclamation that the next wave of
Speaker:cmos are coming from content people, and
Speaker:part of that came from some conversations that I've had,
Speaker:and there's plenty of people that have kind of paved that
Speaker:path. But I think about the distribution component,
Speaker:and if you're in your company early, five years in, and
Speaker:you go in and you build out and develop a distribution plan,
Speaker:you talk about attribution, you work with your sales
Speaker:team, you communicate internally. Those are all of the
Speaker:skills that marketing leaders possess in order
Speaker:to keep elevating their career. So that to me, distribution
Speaker:is a huge component of that narrative that I continue to push around
Speaker:content people being the next wave of cmos. And part of the
Speaker:reason, too is just there's so much green space to work from. So,
Speaker:yeah, I'm sure part of, or probably all this conversation is going to
Speaker:be gassing that up a little more because we're distribution people.
Speaker:But yeah, the opportunities are endless because not a lot of people
Speaker:aren't doing it or aren't doing it as well as they probably should
Speaker:be. Yeah, totally. So let's get into a little bit of
Speaker:current landscape on where we're seeing content distribution.
Speaker:I know we've touched on a little bit, but maybe talk to me about, in
Speaker:your mind's eye, how distribution has
Speaker:evolved. I feel like even in the last three
Speaker:years, stuff is starting. I mean, even if you look at specific
Speaker:platforms, like what's working has changed, the reach has changed, and
Speaker:I think people are honestly, there's a palatable desperation
Speaker:to me out there right now in terms of just grasping for anything that will
Speaker:work. Yeah. So I think this is
Speaker:interesting, and I think this isn't a linear path, but here are some things that
Speaker:I think here's like a timeline of the way we have thought about distribution
Speaker:and how that's changed. I think it all starts back to the like,
Speaker:all right, this inbound movement that we have where it's like, all right, we're going
Speaker:to create this piece of content and we're going to hit publish, and then the
Speaker:Google machine is going to find it, and then the algorithms are going to have
Speaker:it be seen by the right people, and then people are going to come to
Speaker:our website that literally used to work, that worked before everyone
Speaker:started to do it. Pre social media, too, by the way. I love
Speaker:it when the host has the segue. That was the next wave. Right?
Speaker:It was like it started to work less and then. So we started to put
Speaker:our content, feed it through our social media channels or had an
Speaker:email newsletter and we'd send it to our prospects and customers.
Speaker:Then I think we started to own
Speaker:channels. We started to focus in on, what is this?
Speaker:This is like a really good move, I think, and it shows maturity,
Speaker:but it's like, all right, where are the people who we're trying to reach? Where
Speaker:do they hang out? Where do they spend their time? And let's own that channel
Speaker:and own distribution on that channel. And that works to a
Speaker:certain rate. And then I think let's start
Speaker:incorporating and using our own people at our company
Speaker:to be a distribution channel on that channel
Speaker:or on another channel. And to me, like
Speaker:that, working with your team to share your content and
Speaker:share updates. To me, everyone should be doing it. And this
Speaker:conversation could be used cross functionally, because to me, if
Speaker:your people are consistently sharing your content, it is a
Speaker:reflection of your brand and also that is a
Speaker:reflection of your recruitment process. Like, I want to go work
Speaker:for companies where people are excited and they're sharing content
Speaker:regularly. So to me, that wave, there are companies
Speaker:that do it, and there are companies that do it really well, but still not
Speaker:enough companies, I don't think are doing it. And then kind of the
Speaker:rubber hits the road. And I think the highest maturity on the distribution scale
Speaker:are like, you own a channel, your company, your people are sharing
Speaker:your content regularly, and you have built this tremendous
Speaker:network of customers or collaborators or
Speaker:friends in the space who also share your content. So
Speaker:to me, the best distribution I see is I just look at
Speaker:LinkedIn and be like, all right, this content person is literally spending all their time
Speaker:on LinkedIn. Their team is bought in, and because they've spent
Speaker:all this time on LinkedIn, they've developed all these relationships. And so
Speaker:that content person isn't just producing content, but that content person
Speaker:is really like quarterbacking the process of making
Speaker:sure the content is being fed to the right channel. And
Speaker:also the people that should be sharing the content, or they want to be sharing
Speaker:the content are fully aware and fully on board. So to
Speaker:me, that's like the evolution, and obviously within that, there's a
Speaker:bunch of conversation we can have around repurposing and resharing and all of
Speaker:that. But to me, like 2024, where we're at,
Speaker:if you are a company or you're a content creator who is
Speaker:owning a channel and getting engagement, your team is bought in and
Speaker:other people are helping support that, then you're probably on the
Speaker:right path to having a really kick ass distribution plan.
Speaker:Yeah. To me, and I know we'll touch on this a little bit down the
Speaker:road, too, but to me, a huge part of that is
Speaker:understanding how the ideas are getting
Speaker:shared, especially internal. When you talk about internal communication, so
Speaker:much of a distribution problem is a lack of internal
Speaker:sync, which is really sort of hidden
Speaker:distribution problem on teams. I would say, like even teams
Speaker:that I work with, it starts to become very clear very quickly that, oh, okay,
Speaker:you're not aligned with the other demand gen, or do you have conversations
Speaker:with sales about what they need? It becomes very clear kind of
Speaker:why those gaps exist. And I think at the end of the day, to
Speaker:me, it's not even about them rallying around the
Speaker:piece of content. So like, oh, we put together this benchmark report. Let's get
Speaker:everybody to read the benchmark report. To me, it's actually not about that.
Speaker:It's about, all right, sales team of the three people who are
Speaker:active on LinkedIn or who want to be or whatever, that we've built that up.
Speaker:Here's why the benchmark report is important. It's that internal
Speaker:education. Here's the main points, here's our points of view on it. Here's the different
Speaker:channels, and then let's have a discussion about what that
Speaker:might look like for content creation specific to that platform.
Speaker:Hey, demand Gen, here's all the main points in it. Here's how we
Speaker:can maybe drive some native ads around it or create a quick
Speaker:video about this particular stat or something that's in it
Speaker:to drive engagement. It's so much more than
Speaker:just, hey everybody, we launched this new benchmark report. It's really
Speaker:important. Go share it on LinkedIn. It's really
Speaker:a massive muscle that needs to get built within orgs.
Speaker:And I've actually never seen
Speaker:it work out perfectly in terms of that. I've seen it work
Speaker:in sort of fits and starts, but do you see the same thing at all,
Speaker:or is there any pushback on that? So back to my point of content people
Speaker:are the next wave of cmos. If you, as an
Speaker:individual contributor or a content leader within a business, are able
Speaker:to create a content culture at your company,
Speaker:then your career path is, there are no ceilings. You can
Speaker:apply that into whatever organization or role possible because most companies
Speaker:can't figure it out. So to kind of go deeper on your point,
Speaker:it is about getting your people to understand the why behind what you're
Speaker:creating. But taking it to the next level is like getting the individual
Speaker:functions to understand why that piece of content matters
Speaker:for their role specifically. Think about salespeople. Like
Speaker:salespeople are notoriously, they're challenging to get
Speaker:bought into what you're building, creating and have them use it because
Speaker:salespeople are trying to do their job, they're trying to sell. That's, they're like laser
Speaker:focused on that one prospect who's going to close tomorrow, which is we
Speaker:totally get that and we want our sellers to be focused on that. But I
Speaker:think it's to get buy in. It's doing things like, all right,
Speaker:hey, I created this report and this is the reason why you should
Speaker:care and you should distribute it. And as a matter of fact, those prospects on
Speaker:your list, that CMO, that vp of marketing, that director of content at those three
Speaker:brands, I actually got quotes from them in the report and we're
Speaker:featuring them. So all you have to do is take this report now that it's
Speaker:done, I haven't emailed them the finished product yet and go email them and say,
Speaker:hey, our team collaborated with you on this, wanted to give you this report
Speaker:before we shared it publicly. That's how if you can
Speaker:facilitate and quarterback those types of motions within your business,
Speaker:the sky is the limit. But like I said, none of this works if you
Speaker:don't have your team bought into the content and what you're doing. Because if no
Speaker:one internally cares about it, no one externally is going to care about it either.
Speaker:Oh, dang, nobody cares about it internally. I mean, that is at the heart
Speaker:of a lot of it too. Is like as a content marketer, a
Speaker:traditional, you're so laser focused on getting the next thing out
Speaker:and just honestly keeping your head above water,
Speaker:keeping your dang job, making sure you're not getting laid off,
Speaker:trying to just get x, y and z needs x, y and z thing.
Speaker:Sales needs this. I'm going to make them their white paper that they're never going
Speaker:to use or so, and so needs that request. I'm going to try to
Speaker:fit it in with this particular thing. And that's hard if you're
Speaker:just talking about even a head director of x,
Speaker:Y and Z, even a CMO, right? There's that balance, that ebb and flow of
Speaker:what this other department needs, what this other initiative
Speaker:has. But I do think it's interesting when you talk about distribution
Speaker:content, building that up. Just one key note there is, I
Speaker:think sometimes part of the problem when you don't have a good distribution
Speaker:engine in place and you're creating so much stuff is there's so many
Speaker:things, even internally, you can't keep track of all the things
Speaker:you have and if you can't keep track of it, what's the
Speaker:point? I mean, I guess in some fairyland world where you're
Speaker:creating, maybe you're creating so much content and it's all ranking so
Speaker:well in the background that you don't even need to bother for it. You just
Speaker:know it's working, I guess. But outside of
Speaker:that, I can't see a real purpose to building
Speaker:a gargantuan library. I would much rather build
Speaker:a better library that has really good stuff that we're
Speaker:all aligned with and we all know what we're striving for in that any given
Speaker:quarter. And then building campaigns and things around how to make
Speaker:that work to its maximum ability versus a little bit
Speaker:over here, a little bit over here, a little bit over here and try and
Speaker:hope that eventually it all matches in. This is the hardest part
Speaker:about distribution, I feel like, because as
Speaker:content creators and content people, we get
Speaker:satisfaction from creating brand new pieces,
Speaker:sharing our thoughts, going through the process and sharing them with
Speaker:the public. It's like that dopamine hit. We all know it, anybody listening knows
Speaker:it. The only thing that matters, it's just like a salesperson and their prospect
Speaker:who's closing tomorrow. The only thing that matters during that moment is that one piece
Speaker:that we're working on right now. So I struggle with
Speaker:this. I struggle with, I love to create, but I also love
Speaker:distribution, but there's only so much time. And I believe
Speaker:that content should be viewed by marketing
Speaker:teams as a product, just like your product is viewed
Speaker:by your team as a product. And when you can position your content as a
Speaker:product internally, then I think that's where you can get operate marketing
Speaker:ops and you can get demand gen to start thinking and working with the
Speaker:content person in a whole new way. And I think
Speaker:that's where you start getting organized around that stack of content that you have.
Speaker:And that's where demand gen understands where that content should be
Speaker:delivered. And that's as you as the creator who wants to create more,
Speaker:can create more, but you can also spend time with those roles
Speaker:in helping facilitate the process to make sure that each piece is
Speaker:getting maximized. I know it's like really freaking hard to do,
Speaker:but I think the punchline is your content internally needs
Speaker:to be viewed as a product. And once your team is bought
Speaker:in, once the content is viewed as a product, then you can start figuring out
Speaker:where do we need to spend more time? Do we need to create less? Do
Speaker:we need to spend more time in distribution. And at least it won't just be
Speaker:you, the content person that will be tasked to doing that. You'll have your
Speaker:other functional leaders or individual contributors helping
Speaker:support your process. So let's shift over
Speaker:toward kind of the always present thing in the
Speaker:background in my mind anyway, which is how the heck is
Speaker:AI changing distribution for better, for
Speaker:worse in your mind? Where have you seen that
Speaker:evolving? Especially? I mean, man, cat GPT wasn't even around
Speaker:18 months ago, which is just wild to think about and it's
Speaker:always changing. But how are you seeing AI affect
Speaker:how companies are either thinking about distribution, using it
Speaker:for good or for worse? Yeah.
Speaker:With all new marketing trends, like when the wave was hitting
Speaker:last fall, I was highly skeptical. Now, I
Speaker:wasn't skeptical at its ability to have an
Speaker:impact. I was just like, just like with anything, it's like everyone wants
Speaker:to rush to the new shiny thing and everyone wants to talk about create. This
Speaker:story of this is going to be the best thing ever. And then the other
Speaker:side, it's like this is going to take all of our jobs. It's like, let's
Speaker:just let the dust settle for a little bit and let's start using it.
Speaker:And let's start trying to figure out how we can use these
Speaker:things to either enhance what we're doing, or if it doesn't enhance what we're doing,
Speaker:let's not use it at all. So to me, when I think
Speaker:about AI, and I'm someone who I love to
Speaker:write and I love to go through the process of creating myself. And so
Speaker:I was less inclined to figure out how a new
Speaker:technology can help support or replace anything that I'm doing, because I'm like,
Speaker:you know what, I've got a pretty good process going. I don't need anything.
Speaker:Well, that changed when, as I took a step back and
Speaker:I started to get into these tools myself, and it wasn't like
Speaker:asking write this blog post or whatever, and it was just like figuring out
Speaker:the prompts and figuring out how these things could help me save time,
Speaker:because that's my biggest problem. My problem is time. I need more time
Speaker:in the day. And creating and distributing takes a lot of time. And
Speaker:for me, honestly, the moment where it enhanced my
Speaker:overall content process and distribution process. When I was introduced to a
Speaker:tool, it was called Toolflow. And so basically my
Speaker:process was like, create a podcast episode, use that to
Speaker:create a bunch of other content from, distribute it, continue to
Speaker:distribute it. And what I learned from toolflow, I just got like
Speaker:free access. Here's a plug for toolflow, by the way. They're not paying me
Speaker:or anything. They're not paying me either, so I'm going to block this out,
Speaker:Bret. So basically what I
Speaker:was able to do was able to just take my podcast episode
Speaker:and instead of going through that process of writing the
Speaker:blog post recap and everything else, their tool helped make
Speaker:that process easier for me. And did I have to go into the end
Speaker:deliverable and still make some changes? Yeah, but it literally went from
Speaker:it being like an hour thing to it being like a ten minute
Speaker:thing. And so that then gives me more time as the content
Speaker:person to focus in on distribution and take nuggets
Speaker:from what that tool is offering to share on social
Speaker:and that sort of thing. So it's not a one size fits all and it's
Speaker:going to be different for every, everyone. But I don't know. I think we're in
Speaker:the era right now where you just got to kind of get your hands on
Speaker:tools, you got to try it for yourself and you got to figure out what
Speaker:works or not. Because my problem was time. Your problem might be something else
Speaker:and the use cases will be different. I think it's always a time
Speaker:balanced with quality issue, and that's what I think people are concerned with
Speaker:a little bit. I do think as a creator type,
Speaker:like most content marketers are, I do think there,
Speaker:especially initially and even still today, I bet most people
Speaker:would say like, oh, I'd never use that to write a blog. But come on.
Speaker:Now I know for a fact there are marketers who are. I mean, the ones
Speaker:who are like, will actually admit, yeah, no, I use this to build the basis
Speaker:of emails. I use it to build the basis of newsletter content. I don't
Speaker:think there's anything wrong with that. Where I think you get in
Speaker:trouble is expecting it to do all your work for you. But as
Speaker:long as you are building something, and for me, it's always
Speaker:coming off of something else. It's coming off of a conversation like this, it's coming
Speaker:off of a video, it's coming off of a training. It's my thoughts
Speaker:that are getting then repurposed and remixed, using AI to just help
Speaker:me along here, right, get me started, get me going to where I don't have
Speaker:to look at a blank page. And I think that's a huge part of it.
Speaker:And like you said, for me, it's efficiency
Speaker:cost. These tools are not super expensive. Like, you can spend
Speaker:$20 to $50 a month on an AI tech stack
Speaker:that can save you six to 8 hours a
Speaker:week depending on what you want to do. For me, one of the things that
Speaker:I've started to do with some coaching clients too, is have them
Speaker:just pick a couple pieces of software and build
Speaker:a flywheel off of those things. So we sit down and it's like, all right,
Speaker:what's your main piece of content? Is it YouTube videos? It this and that. Okay,
Speaker:cool, you got a YouTube video. Awesome. Every single week we can build
Speaker:a workflow to where, when your YouTube video is done, plug it in
Speaker:here and you're going to get X, Y and Z thing. And if we spend
Speaker:some time to tailor the prompts, the start, spend some time to figure out what
Speaker:that looks like, you can get your summary email
Speaker:automatically after you upload it. And then you have to spend again, ten
Speaker:minutes kind of massaging the words and making it fit versus,
Speaker:because I used to do this for years, having to sit down low. Let me
Speaker:now relisten to this full episode. Let me find all this is
Speaker:the reality of how it was before. It's hard to imagine that's
Speaker:how it was, but there was no way to just throw a transcript in
Speaker:and be like, all right, give me all the main points. And you felt confident
Speaker:that it could give it to you. Like that didn't exist two years ago, which
Speaker:is just crazy to me, the amount of time that
Speaker:saves. And so, yeah, to me it's all about becoming a more
Speaker:efficient marketer, becoming a more efficient content marketer and
Speaker:distributor of that content, understanding what outputs, what
Speaker:channels you need and then framing up a flywheel. Using AI to
Speaker:help you get that. I've used this example because I heard it and I loved
Speaker:it and I'm going to keep using it. It's from Daniel Priestley and he said,
Speaker:AI is like baking a cake. You've got this cake, but
Speaker:it's just the cake. It's not decorated, it's not iced. It's nothing
Speaker:like it's just going to give you a cake now. You would never just go,
Speaker:if you owned a bakery, you'd never just go sell that naked cake out in
Speaker:the shop window and be like, yeah, people are going to really want to buy
Speaker:that. No, you would decorate it. You would spend time. And that's our role, I
Speaker:think now with some of this AI type content is to add the icing, add
Speaker:the decoration, add the branding, add the flavor, make it your own.
Speaker:But hey, they're going to at least give you the cake to start and then
Speaker:you can make it work for you. Yeah, just final point on that is I
Speaker:think just as marketers, one of the most important skills that we can
Speaker:possess is adaptability and we need to just
Speaker:like this trend is not going away, I can tell you every
Speaker:company is moving towards and wants more. And
Speaker:so it's one of those undeniable changes that's coming in like
Speaker:a wave. And whether we like it or not, I think it's
Speaker:best on us and our career paths to understand what it means
Speaker:and what it means for us and our roles. And it doesn't need to be
Speaker:spend all day trying to understand AI, but I think finding those opportunities
Speaker:and apply and start to experiment, you'll learn a ton. I know I
Speaker:have just by little by little trying to use different tools
Speaker:and figure out how I can be more efficient, like you said. I mean, to
Speaker:me, and I thought about this, it actually probably is way more impactful
Speaker:than the social media era of a decade ago. Like, it's that same thing. Can
Speaker:you imagine now a company being like, no, we still don't do
Speaker:that YouTube and social media thing? Totally, we don't do that.
Speaker:Maybe there are companies who do that, but you're not going to be
Speaker:successful if you don't understand how these things work. You're just not like,
Speaker:that's the baseline know how these things work, how they can impact your business and
Speaker:make you more efficient. And AI to me is that it's literally
Speaker:how somebody like myself, a solopreneur, can
Speaker:put out a weekly podcast, emails, social
Speaker:media content, et cetera. At the scale that I'm able to,
Speaker:I couldn't have done it and still run the company
Speaker:at the same time, work with clients, do sales call. I couldn't do
Speaker:that and do a content machine without AI or I would be way more
Speaker:burnt out. But having that ability and when you understand what
Speaker:you actually need out of it, that's when you can free yourself up to be
Speaker:like, oh dang, this can be really effective and make me a
Speaker:much better marketer. I mean, we're just scratching the surface
Speaker:on some of this stuff. Even for me. I find new things. I'm like, oh,
Speaker:maybe yesterday I was like, just help me edit this post based
Speaker:on expert input. And they were like, gave me all these points about
Speaker:how it could flow better and how the headlines could be reworded. I'm like,
Speaker:dang, that's pretty awesome. Good for
Speaker:me. In 30 seconds I was able to get that input and be able to
Speaker:redo things. So it's not always about creation either. I think that's the biggest thing,
Speaker:no doubt about it. No, I think the stuff outside of creation to me, is
Speaker:the most interesting parts of AI at this point. So I think
Speaker:with AI, there's also this. It kind of bleeds into a lot of the
Speaker:distribution stuff. But I'm curious from your point, I tend to
Speaker:think about, when I talk to people about getting started in distribution, it's like,
Speaker:pick one channel and go all in on that channel, get really good at
Speaker:it. But I also do think there is this
Speaker:rising need for omnichannel. I mean, it's not new,
Speaker:but there's so many platforms, so many formats, so many
Speaker:things. It becomes overwhelming to think
Speaker:about how I've got this blog post. How do I make a
Speaker:blog post? Omnichannel, I've got this podcast. How do I make
Speaker:this omni channel? What are your thoughts on that, Brett? Yeah,
Speaker:so I think this becomes like a resource thing. And it
Speaker:also, I think the other thing that needs to be called out is the size
Speaker:and scale of your company and team.
Speaker:I think it is really challenging to ask
Speaker:one individual to create, distribute, then
Speaker:also have an omnichannel strategy. The chances
Speaker:of that working are probably slim to none. And that's why I think you
Speaker:need support in order to execute. Whether it's getting cross
Speaker:functional teams bought in to help support the vision of having an
Speaker:omnichannel strategy, or reaching out to someone like you, Justin, and say,
Speaker:hey, how do we do it? What do we need to do? I just think
Speaker:it's really challenging to ask one individual to do that. On
Speaker:top of that, back to my content is a product at your
Speaker:company. This is where, especially if you're a bigger company, I
Speaker:think it's almost like you need an individual, and it's almost like a
Speaker:product person skill set to be on board
Speaker:to understand the changes in everything that's happening
Speaker:across those various platforms, because you don't just want to be doing
Speaker:the work and feeding it to these platforms and not understanding how
Speaker:these platforms work. So ultimate level of
Speaker:sophistication. Yes, it's having an omnichannel strategy, but I also
Speaker:think you need those support layers and likely need someone
Speaker:who is maybe not like completely technical, but maybe has the skill
Speaker:set of a product manager role where they understand the
Speaker:business implications and understand the technical side to
Speaker:help support kind of that omnichannel distribution. Now,
Speaker:I think a lot of people maybe are like running away when they hear all
Speaker:those needs. When it comes to omnichannel, there might be a way to do it
Speaker:scaled back. But if I'm thinking about creating a content
Speaker:strategy that's going to literally transform the way your business
Speaker:works, I think you likely need more than just one
Speaker:individual on board running it. Yeah, I think if you're
Speaker:going to do a full scale, I mean, in an ideal
Speaker:scenario, and we're going to talk tippy top ideal, I think you've
Speaker:got somebody at a high level who can just see
Speaker:distribution, just see all the impacts on where
Speaker:this thing is. Know that, like you said, see the business impact
Speaker:of. They're the ones having conversations with sales, they're the one having
Speaker:conversations with marketing leadership, they're the one having conversations with
Speaker:customer success, understanding where is everything at with the
Speaker:business, how are what's currently being created
Speaker:affecting this? And then you have somebody maybe underneath them, that's sort of
Speaker:in charge of content and understanding what needs to
Speaker:be created. And then I think ultimately you've got channel
Speaker:owners, you've got the YouTube person who's understand,
Speaker:and maybe this is somebody you hire externally or. I'm not saying you have to
Speaker:hire an internal hire to run YouTube, but don't
Speaker:be surprised when things don't work when you just band
Speaker:aid them. We're doing LinkedIn, but that
Speaker:doesn't mean you're actually doing LinkedIn. We have a
Speaker:podcast, but you're not building that
Speaker:properly. We've got a YouTube channel, but it's all product demos. It's
Speaker:like, well, who's going to YouTube to watch all your product demo and
Speaker:your feature. One? Just
Speaker:to double down on that point? I think companies set the most
Speaker:unrealistic expectations when they just throw all of
Speaker:these things at content people and say, go master this or
Speaker:go figure this out. And when I'm talking about like, channel specific,
Speaker:I have over the last four years, created
Speaker:just 600 podcast episodes. So that
Speaker:experience has allowed me to understand how do you make a good
Speaker:episode? How do you get people to listen? How do you build an audience? And
Speaker:I would consider myself, like, highly skilled at that. Now, you asked me to do
Speaker:that for YouTube and I'm going to fail completely. I don't understand how
Speaker:it works. I've never spent time on YouTube. And so I think
Speaker:having those diversity of skill sets used to mean one thing in
Speaker:marketing now, I think we need to think about that and think about it from
Speaker:a channel perspective, because it takes different skill sets in order to get
Speaker:your content not only seen, but consumed regularly across those
Speaker:channels. So that struck a little nerve for me because I think
Speaker:people who don't know content have completely unrealistic expectations about
Speaker:what content people who they're hiring should be doing and how
Speaker:quickly they should be doing it. Oh, yeah. I mean, I've heard the same. I've
Speaker:literally been on the calls before where the same thing has been said with community.
Speaker:Hey, let's just spin up, spin it up.
Speaker:I'm even experiencing now with building up my own membership. It's like the
Speaker:learning curve is so steep for some of this stuff where
Speaker:it's all right, don't try to build the ultimate thing on day one.
Speaker:I mean, if you are tasked, I guess maybe that's the flip side, right? Let's
Speaker:say you are. Yeah, that stinks. But learn the
Speaker:baseline levels of what makes YouTube
Speaker:successful. There's unlimited content out there to help you
Speaker:start that. Same with LinkedIn. Hey, we got to get our company going on LinkedIn.
Speaker:What is that? Google it. YouTube it. Find some resources. Ask
Speaker:a friend who you see. There's plenty of information out there about how to start
Speaker:it. And then you just got to start taking actions and figuring out what works
Speaker:and what doesn't. And I did that with YouTube when
Speaker:I was still at Texmus and we started building that up, that channel. We had
Speaker:a channel, but it wasn't like a content
Speaker:engine for us at the so. But thankfully I
Speaker:had a couple people who were kind of in charge of YouTube video
Speaker:guys on the team who figured it out. I was able to work with them
Speaker:in tandem and it wasn't this overwhelming thing of like, I'm
Speaker:worried about the blog and SEO and this over here and
Speaker:social and, oh, by the way, I've got to actually figure out YouTube. That's a
Speaker:recipe for disaster, 100%. So
Speaker:we're wrapping up here. We've talked a little bit about kind of where
Speaker:distribution is at. We touched on some of the key trends around like AI
Speaker:and trying to balance a little bit of an
Speaker:omnichannel approach, if you can. One thing I want to touch on before we
Speaker:get on kind of where this is all headed is a huge
Speaker:part of distribution for me right now is balancing quality and
Speaker:quantity in the creation side. And I think the
Speaker:reality of where we're heading is you
Speaker:have to have quality and you have to have it at
Speaker:scale. And I think that can be intimidating.
Speaker:But I also think it can be really freeing for a company
Speaker:to think that way versus I have to hit
Speaker:a two week production goal on this blog. I have to
Speaker:do this because of X, Y and Z, understanding the goals of the
Speaker:content and the why behind it matters so
Speaker:if you have to create and support bottom
Speaker:funnel demand, yeah, you probably do have to hit a certain
Speaker:production. There are probably a certain set of pages that you will have to
Speaker:create. But for top of funnel, like building
Speaker:a brand and getting you to be known, liked and
Speaker:trusted, you don't need a
Speaker:barrage of new content. What you need is a
Speaker:really good thing that people love and then scale
Speaker:that sucker out. Yeah, 100%. I think about just
Speaker:why I like podcasts, because you can literally like
Speaker:from a top of the funnel perspective, you can be tasked with. I'm going to
Speaker:do some formatting. I'm going to reach out. I'm going to have one conversation a
Speaker:week. It's going to be kind of our top of the funnel and it's just
Speaker:a conversation, right? It's an hour. It's what we're doing here. And that's going to
Speaker:go out and I'm going to do that every week. I'm going to do it
Speaker:consistently. And that can be our top of the funnel content where
Speaker:we then spend the rest of our time building
Speaker:something that is super premium, that is maybe
Speaker:once a quarter, that is going to take a lot
Speaker:more facilitation. Other people outside of ourselves are going to be
Speaker:involved. We're going to have customer involvement. And I think thinking about the
Speaker:creation of those quarterly pieces and also spending
Speaker:time thinking about not just the launch of those pieces, but then how do we
Speaker:keep the drum beat rolling on those pieces? Helps streamline
Speaker:your content process and your distribution process. It's
Speaker:really easy to change a gear where it's like, all right, over here, I'm going
Speaker:to have this conversation and on Friday it's going to be a podcast episode that
Speaker:we're going to promote and it's going to go in our newsletter and all that.
Speaker:And then the rest of the time I'm just going to be spend building this
Speaker:really kick ass piece that is going to drive everything we
Speaker:do moving forward. It's hard for companies to move
Speaker:off that and not say like, well, we need a new blog post every day.
Speaker:And that's the challenge. And I think where we're moving
Speaker:is especially from just like a resources, time, energy,
Speaker:investment, you need to have one thing that's really easy and just
Speaker:goes like a podcast and where you can spend the rest of your
Speaker:time building something that's super exceptional, that's going to help not
Speaker:only get people to notice you, but it's also going to help drive the most
Speaker:important thing, which is sales pipeline. And that usually comes
Speaker:with more time and a more premium content piece.
Speaker:Yeah, I call it that core piece within the content
Speaker:strategy of like, what's that thing that can feed other things, but
Speaker:it's the consistent thing that your brand can become kind of
Speaker:known for. For some people, that's a monthly event. We're going to do a
Speaker:monthly event where we talk about x, Y and Z thing and we're going to
Speaker:bring people in and then we're going to spread things off of that for other
Speaker:people. That's a YouTube channel, for traditionally, that's
Speaker:a blog. I'm with you. I think podcasts offer a huge kind
Speaker:of unlock in that area. If you set it up right, there's a lot that
Speaker:can go wrong with a podcast because we didn't even get into that.
Speaker:But if you've got bad content that you start to cut up
Speaker:and distribute, you just got lots of bad content now. So
Speaker:always thinking about that goes into the quality piece that we touched on, like
Speaker:quality at scale and how you can do that. Actually, I'm working
Speaker:with one company right now, and they have an event
Speaker:that is going to be going out in June,
Speaker:and we are right now building out the distribution plan
Speaker:before and after that. We're recording
Speaker:this in February. Right? They know this event is coming.
Speaker:They want it to be successful. So literally we just
Speaker:mapped out the start of the topics
Speaker:knowing they want to distribute it. So their
Speaker:keynote is going to be built, written,
Speaker:designed, created with distribution in mind. You know
Speaker:what I mean? The sessions are going to be built, created
Speaker:and designed with distribution and repurposing in mind. So
Speaker:we can start building out that engine and then
Speaker:reverse engineer what's happening, topics, formats, all that type of
Speaker:stuff into lead up content for
Speaker:March, April, may to then when the event comes,
Speaker:all of these ideas, these topics, these things have been seeded. And
Speaker:it's not like, oh, this is the first time I've heard about this thing. It's
Speaker:like, yes, that thing that you've told me about for the last three months.
Speaker:Now I'm excited to show up and hear more. I'm going to play the role
Speaker:of content producer here with this idea or not idea. This
Speaker:client that you're working with, all your content should be around
Speaker:packaging up. This is content inception. All your content should be packaging up
Speaker:what you're doing with this client. Record the podcast episode, write the
Speaker:thing, share that out, because I feel like that tells the story of the
Speaker:importance of distribution and the preparation. And then I'm sure the results will be,
Speaker:obviously, I'm drinking the distribution Koolaid. The results are going to be great,
Speaker:but you should focus in on telling that story after the fact
Speaker:because I think it can be super powerful and it's cool companies are thinking that
Speaker:way right now. Oh my gosh. Yeah. And I would say they are
Speaker:forward thinking in that. But that's the cool thing about working with
Speaker:companies who are bought in and believe that way. Right? We're
Speaker:bringing in the community manager, we're bringing in demand
Speaker:gen it's not just content in a silo
Speaker:trying to make something work. It is that cross functional team
Speaker:with that thread, that line through. That's literally
Speaker:why they brought me in was to say, all right, we're all so
Speaker:focused on our things, but you can come in from the
Speaker:outside and kind of see where it's all going and get us
Speaker:pointed in the right direction and to be aligned. And that's so fun to
Speaker:see that and really, like you said, build out
Speaker:campaigns to where the whole thing can kind of run together. So
Speaker:yes, I'll be talking about this more as it gets rolling because it's
Speaker:really cool. And that's the thing. And that's been a mindset shift, I would
Speaker:say probably for them and it's a mindset shift for a lot of other folks
Speaker:is to be like, knowing this cornerstone thing is coming,
Speaker:what can we do before and then how do we execute on that after?
Speaker:And how does what we need to do after distribution first. How does
Speaker:that distribution first, how does that inform what the heck we end up creating in
Speaker:the beginning? And that's the flip. And it's back to this content as a
Speaker:product. That's how companies think about products, right. And that
Speaker:keynote, they're viewing that as a product. Right. So I'm
Speaker:excited to hear more about the results from that one.
Speaker:Yeah. All right, let's quick wrap here. Kind of future predictions
Speaker:where you see stuff moving. We've touched on maybe throughout, but any big things
Speaker:where you see kind of distribution shifting and ebbing as we
Speaker:continue on through into 2024, past into
Speaker:2025, et cetera. So this one probably make people feel very
Speaker:uncomfortable because our jobs as content people is like, get more people
Speaker:to see our stuff, especially through distribution. But
Speaker:I see a trend in niching down
Speaker:and focusing on fewer but higher quality with your distribution. And
Speaker:so what does that mean from an execution perspective? I think
Speaker:it means whatever content you're creating being
Speaker:as specific as possible to a certain
Speaker:group of people, whether that's role type, interest,
Speaker:whatever it is. But like creating something super specific that can be
Speaker:super helpful to those groups and then
Speaker:creating something separate for them to get the delivery of that
Speaker:piece regularly. So it literally can be something like, I've got an
Speaker:email list of 25 people, and when I send this out
Speaker:to that email list of 25 people, I know exactly
Speaker:what those people care about. So my content can be
Speaker:tailored to that. I see this happening just in social
Speaker:media. I'm so tired of opening up Twitter or whatever
Speaker:they call x these days and just like, seeing people blabber about stuff
Speaker:that I don't care about. Like, if I'm spending time consuming content,
Speaker:I want it to be focused and tailored to what I care about. And that's
Speaker:why things like discord groups are super popular. Group chats on
Speaker:Instagram are super popular. And I think that trend continues. So I think if you're
Speaker:a company and you're thinking about distribution, one
Speaker:cool angle could be to think about, all right, all these people in our audience,
Speaker:how do I get more focused and create something that's more exclusive and
Speaker:special for those groups? What is holding people back from
Speaker:doing that? Bret? It's the classic. It
Speaker:starts from the top. It's like, we want more of x. And it's really hard
Speaker:to shift people's mindset and leadership's
Speaker:mindset to not pass a wide net and instead
Speaker:fish with this beer with your content. But I don't know,
Speaker:I think that's what's holding people back. But I would encourage anyone
Speaker:who, whatever I just said, if that resonates at all,
Speaker:just go start, try experiment, something. Because the results
Speaker:you'll get from that email, you'll get people to respond back. They
Speaker:will respond and they'll start a conversation where, as opposed to the
Speaker:results of your normal email is just let me go look in my marketing
Speaker:automation and see what happened where no one was like, who cares? So I
Speaker:think I would much rather have the three people respond back and
Speaker:starting the conversation there than just looking at my dashboard in my fancy
Speaker:CRM to see, oh, this is how many people clicked on it. Who cares?
Speaker:That's what I think. That trend, I believe it. We'll see
Speaker:if it happens. But I can feel it. I feel it personally, so we'll
Speaker:see. But that would be my recommendation. Yeah. I think for me, it
Speaker:comes down to fear. I think people, because
Speaker:I've been there, even as an in house content
Speaker:marketer, the fear of pushing back and being
Speaker:like, nobody will care about this. We've all been
Speaker:given an ebook to write or a thing to produce
Speaker:or, hey, we should try this and it's fun for us
Speaker:to sit here on this podcast and be like, oh, yeah, you should
Speaker:just go do it. And there probably are ways to do that.
Speaker:But man, it's so scary to try
Speaker:and have those conversations at times. Or I think it's honestly,
Speaker:even as the creator, it's a little bit
Speaker:scary to create something super specific
Speaker:to start because, you know, it's not going to have as
Speaker:much like, I know I could probably have more
Speaker:reach on LinkedIn if I talked about generalized content
Speaker:marketing topics, but I talk about
Speaker:repurposing and distribution, and there's only so many people that care about repurposing and distribution
Speaker:even in content marketing. But the people
Speaker:who want to talk about it and want to listen to this stinking show
Speaker:and watch videos and
Speaker:interact and reply to emails, those people are
Speaker:bought in to the system and to the idea and to the
Speaker:framework. And isn't that what we want at
Speaker:the end of the day for our companies? We want people who know, like and
Speaker:trust us are bought in, enjoy us, engage with us, want to hang out with
Speaker:us. That's what we want. I mean, ultimately, we want revenue, we want business, we
Speaker:want all those things. But in 2024, if we're talking about
Speaker:predictions, that is how you do
Speaker:that. You are not going to pull the blindfold
Speaker:over somebody and lead them into a sale. And if you do, they're
Speaker:not going to renew, they're going to churn, they're not going to have a good
Speaker:experience. It's the classic case for a lot of these SaaS
Speaker:companies is like, we got all these people in, but the infrastructure is not set
Speaker:up, the product's not great, et cetera, et cetera, et cetera. All these reasons, the
Speaker:audience might not be a perfect fit. They're not using it right, and they, oh,
Speaker:now we're back to square one again. And so, yeah, I'm with you there.
Speaker:I think that's a big shift for me. The biggest shift in sort
Speaker:of content distribution heading forward
Speaker:is sort of omnichannel. But I think it's like,
Speaker:what's your omnichannel floor? How can you
Speaker:provide the illusion that you're everywhere without
Speaker:being everywhere? And I think that's maybe the trend that I think
Speaker:companies, and we see this right. There's a few companies on
Speaker:LinkedIn. I think even when I was at metadata, we kind of had a little
Speaker:bit of that where it was like, man, I'm not quite even sure what you
Speaker:guys were like. I'm not ready for it. But when I am. I'm going to.
Speaker:And it's because I'm seeing you everywhere. I feel like you're doing all this stuff
Speaker:and you're doing cool, unique things. There was a three person marketing team at that
Speaker:time before we expanded out. So it's not like this massive team of people. So
Speaker:how can you distribution shift is how can you
Speaker:appear bigger than you are and do it in a
Speaker:way where you're not. Again, if we're talking about content,
Speaker:not keeping your head above water to do it, either build out
Speaker:a floor system to where we touched on the core content. We touched on that
Speaker:thing. Like, what's that thing you can create every single
Speaker:week or every other week or every month? And then how do you build
Speaker:a plan to where that's so good you can distribute that and
Speaker:it can feel like, literally, I could do this podcast once a month. I could
Speaker:do twelve episodes a month or twelve episodes a year of this show
Speaker:interview twelve really cool people and I would
Speaker:have enough content to run the entire year. I can
Speaker:guarantee you that I don't have to do the show every week to run the
Speaker:content engine. And so I think for companies that
Speaker:to me should be really freeing because what I would say with
Speaker:distribution is have that
Speaker:engine working for you so that you can
Speaker:go do other things. When I was a solo content
Speaker:marketer at Metadata, I repurposed the crap out
Speaker:of our demand event selfishly,
Speaker:a, because I thought it would work, but b, so it would free me
Speaker:up to be able to focus on other things because it's just
Speaker:me over here and we have to sort of build an
Speaker:SEO plan and I have to set up for this. And, oh, by the way,
Speaker:we need to build this podcast. And how do you do that if you don't
Speaker:have something that's sort of running? So I think having that thing that's
Speaker:consistent, that's a flagpole that you can count on as a marketer, and then building
Speaker:out that system that can free you up for everything else, that's kind of the
Speaker:future for content in my mind. I love it. I feel like everything we talked
Speaker:about here should and probably would make
Speaker:anybody listening uncomfortable to try, but
Speaker:those are the things that create breakthroughs. Is being a little
Speaker:uncomfortable and trying something new. And also to your
Speaker:.1 of the greatest compliments you can get is someone coming up to you and
Speaker:saying, yeah, I thought you had a marketing team of 20.
Speaker:You guys aren't that big. It's like, no, it's just like me and another person
Speaker:or whatever. So that's always a good sign that you're on the right track.
Speaker:Yeah, man, I got on a call with somebody a couple of weeks ago and
Speaker:they started the call. They said, dude, your machine. I see you're everywhere. You're sending
Speaker:me emails. You're this, you're that. I'm like, yeah. Because I'm not
Speaker:overcomplicating that I have the system in place to be able to make that work.
Speaker:And that's what's the fun thing for me, is working with other teams, working with
Speaker:other folks. You could do this, too. This is not build
Speaker:up that little bit of an engine over here, that it's just running for you.
Speaker:And then you can focus on the other things that frees you up to create
Speaker:those bottom of funnel pieces of content that frees you up to be able to
Speaker:listen to sales calls, for God's sake, to create better things, to have conversations with
Speaker:customers, to be strategic, to think about things, all that type of stuff. So,
Speaker:yeah, super fun combo, Brett. Yeah, always is, man. I
Speaker:appreciate it and I love talking about these kinds of things and I'm glad
Speaker:someone is creating a space where we can talk about it. So I appreciate all
Speaker:you're doing, Justin. Absolutely, man. We'll catch up next year for
Speaker:the state of 2025 and it'll be wild and fun to see
Speaker:where things go. But I think for 2024, we're well on our way.
Speaker:Are we holding each other accountable for our takes or not? I think
Speaker:it'd be amazing to come back. We'll see if we're still cruising on this. We'll
Speaker:have to come back and see where our takes were, but hopefully nothing too
Speaker:outlandish. But yeah, appreciate it, Justin. Awesome, man.
Speaker:All right, I hope you enjoyed this episode of distribution
Speaker:first and thank you for listening all the way through. I appreciate you
Speaker:so, so much and I hope you're able to apply what you learned in
Speaker:this episode one way or another into your content strategy as
Speaker:well. Speaking of strategy, we have a lot of things going on this year that
Speaker:are going to help you build your brand ten x your content and
Speaker:transform the way you do content marketing. Make sure to subscribe
Speaker:to the show and sign up for my newsletter at Justinsimon Co.
Speaker:So you don't miss a thing. I look forward to serving you in the next
Speaker:episode as well. And until then, take care and I'll see you next time.
