Creating a strong content asset—whether it’s a video, guide, or blog post—is step one. But step one isn’t where the magic happens.
Distribution is where the work starts to work.
If you want your content marketing to move the needle, you need to think beyond “publish” and start thinking about amplify. That means putting your content in front of people where they already are: in their inbox, on LinkedIn, scrolling through Instagram, or searching on YouTube.
Here’s what that looks like in real life.
Read through all the details below, or check out this video walking through how we turned one idea into a multi-channel distribution engine. Keep scrolling for the full breakdown.
Let’s use a real example.
A few weeks ago, I created a short video that broke down one chapter from The Ultimate Email Marketing Guide for Coworking Spaces—a 14-chapter resource I built to help coworking operators get serious about lead gen and member engagement.
The video itself was short and to the point. But it wasn’t just a standalone asset.
The goal was twofold:
That one piece of content became the foundation for everything else.
Instead of trying to come up with something totally new, I pulled a key concept from the ebook and built a short, focused video around it.
By the way...
I often share net-new ideas, but it's always great to leverage existing assets to lighten the lift of your content production, when you can.
I used Riverside.fm, which handles video recording and AI-powered editing. It automatically generates captions, brand overlays, and short-form clips in horizontal and vertical formats.
The AI even pulls out short snippets optimized for social—saving hours in the editing process.
Once the video was finalized, I uploaded it to YouTube with:
The goal here isn’t just video views. It’s giving people a clear next step if they want to go deeper.
After the video went live, I turned it into a blog post (you can find that here) and repackaged the content into an email as well.
But here’s the kicker: I didn’t write either from scratch.
Instead, I used ChatGPT—powered by a deeply refined prompt architecture I’ve developed over time.
That includes:
All of that allows me to plug in a transcript, define the purpose (SEO, email, social), and quickly generate a high-quality draft. From there, I add my human touch to shape it, finesse the transitions, and make sure the CTA aligns with where the reader is.
Pro tip: before you start trying to create content with AI, it's important to understand it's a 40-20-40 split between human inputs and AI support. Dive into this resource to learn more.
This dramatically speeds up the content production process—without sacrificing depth or personality.
Bottom line: writing is a lot easier when you’ve done the strategic setup ahead of time.
Using ConvertKit, I sent the new asset to my subscriber list. If someone was already on the list, they got the full PDF version of The Ultimate Email Marketing Guide for Coworking Spaces automatically—no form-fill required.
I also included a bonus resource: a guide I wrote on tags and segments. It was relevant to the video and helped bridge the gap for anyone unfamiliar with the more technical elements.
Email marketing isn't constrained by algorithms (more on that next), which makes it a critical element of an effective distribution strategy.
Next, I used one of the AI-generated short clips from Riverside and posted it on LinkedIn along with a quick summary of what’s in the full video.
Pro tip: If you're posting on LinkedIn, don’t drop links into the body of the post. It throttles reach. Instead, add your links (guide, YouTube, blog, newsletter) in the first comment.
To expand reach even further, I republished it through Talemaker’s LinkedIn newsletter—which hits a slightly different (and much larger) audience than my personal feed.
Last step: I dropped another short clip into the Talemaker Instagram feed. Smaller following? Sure. But still valuable.
Different platforms = different eyes. And the more places people can encounter your content, the better.
Here’s how a single content asset turned into a fully distributed content funnel:
None of this is about “doing more for the sake of it.” It’s about making sure that people—no matter where they hang out online—have a chance to engage with what you’ve created.
Let’s say you create a local guide, a member spotlight, or a recap of an awesome community event.
That’s step one.
But to actually get people to see it, you should also ask:
Distribution doesn’t just create visibility—it creates consistency. And consistency builds trust.
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