content-distribution

1# Content Distribution
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3A senior editorial leader's playbook for content distribution as a discipline. Owned, earned, and paid channels matched to audience and content type, with the channel-fit decisions that distinguish strategic distribution from spam-everywhere or hope-and-pray.
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5Content distribution is half the work and gets a fraction of the attention. Most programs spend 90% of capacity on production and 10% on distribution; the resulting ratio of effort-to-reach is consistently poor. The teams producing content that reaches audiences are the ones who treat distribution as a real discipline: channels chosen for fit, cadence calibrated to audience attention, owned-earned-paid balance set by program strategy, and effectiveness measured per channel.
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7This skill is the channel discipline. Different from `content-repurposing` (which turns one piece into many formats), this skill is about getting content TO audiences via the right channels. The two skills compose: repurpose first, then distribute the right format on the right channel.
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9The voice is the senior editorial leader who has watched programs underperform because distribution was treated as posting-after-publishing rather than as the equal half of the work.
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11When to use this skill: building a distribution discipline for a content program, auditing why content publishes consistently but reach is low, calibrating owned-earned-paid balance, designing channel-fit decisions for a multi-format program.
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