🛒 Start with distribution
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 106th Podup, with special thanks to ChatGPT Consulting (by yours truly).
Today, we’ll dive into the best insights and ideas from Nudge Podcast.
Creating content or products is only half the battle. The real challenge lies in ensuring your creations reach your intended audience. Kipp Bodnar, CMO at HubSpot, emphasizes the critical role of distribution in achieving visibility and success.
Kipp's rule of thumb
We don't make anything unless we know how it'll be distributed. This is where most people screw up. No one will see it unless you have a way of getting it out there.
Let's say you're writing a blog post. Blogs are discovered by organic search. You have to ask 'What is the keyword? What is the topic? What is the link building strategy?'
Kipp Bodnar
Why it matters
Distribution isn't a given. In fact, it's arguably the hardest part to get right. We’re told to allocate equal time to content creation and distribution, yet many of us, myself included, often neglect the latter. We get too caught up in the 'creation' aspect and don't invest enough time and money upfront to test distribution.
The same principle applies to building products. While first-time founders are obsessed with product, second-time founders typically focus on distribution. They've learned the hard way that no matter how exceptional your product is, your distribution strategy is what gets paying customers through the door.
Next steps
If you're building a product:
Understand your customers. What solutions do they currently use to solve their pain point? How do they typically find and compare said solutions?
Choose a channel to test. For most companies, I'd recommend paid search or paid social. Both allow you to learn quickly with minimal spend.
Learn before building. Sell pre-orders for your product before you've built it. If you don't want to accept payment, track who starts your checkout flow or lead gen funnel and map out your anticipated CAC based on industry conversion rates.
If you're creating content:
Be insatiably curious. Learn what it takes to win on your chosen channel.
Set ‘I’m out’ goals. If you're looking to rank on Google, YouTube, or grow on social, set yourself milestones that need to be hit in order to continue.
Stay honest to yourself. If you're not achieving your ‘I’m out’ goals, take a look in the mirror and ask yourself if this is the right channel for you.
Your thoughts?
Thanks to ChatGPT Consulting for making this post possible…
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Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.