The barrier is gone
AI broke down most of the technical barrier. Building applications and making content has never been easier. What sets you apart is how well you sell and distribute.
Distribution
Moving an idea, offer or piece of content across several channels and markets.
Distribution
Two ways to distribute
You can chase virality. You can also build regular distribution at scale. Either way, your job is to put your product, your service or your content in front of the people you can genuinely help.
Platforms
Distribute everywhere
The same content can live across several channels. Video, text or audio, if all your distribution depends on one platform, everything rests on an algorithm you don’t control.
The second job
When something starts working, a second job appears. Copycats, fake accounts, stolen creatives and bans can show up. Before that, your only problem is selling. Then you have to deal with all of that too.
Don’t depend only on ads
If all acquisition depends on paid media, cutting the spend or a Meta ban can stop everything. Organic starts slowly, it can look useless or barely profitable. But it’s a snowball, the more content piles up, the more it brings in. A strong distribution strategy protects your business from crises.
Organic and paid
The same skill
Organic and paid rely on the same skill: holding attention long enough to get a message across. The format can perform differently by channel.
Learn without burning cash
Organic lets you test a message without paying for every response from the market. Start with a pace you can sustain, then raise the volume once you understand what works.
Audience
Every post has a job
Content can bring reach. It can make your name familiar, show what you know or convert. A post shouldn’t be dismissed just because it doesn’t convert right away.
A less fragile asset
Building an audience makes your distribution less fragile than relying on one point of sale, one platform or one ad account.
Markets
Translation isn’t enough
Translating the words isn’t enough. Video, text or audio, every market has its own way of speaking, references and culture. Even well-adapted language can fail when the idea works in one country but not another.
Create in both languages
Switching abruptly from one language to another can lose the audience already there. Offering both languages and creating for both markets can open more opportunities.