Marketing Strategy
Why posting once isn’t enough: The rules of successful content distributionJanuary 24, 2025
January 24, 2025
Join our upcoming webinar: Overperform on social media: Copy our proven tactics
As Ross Simmonds, CEO of the content agency Foundation Inc, likes to say: Create once. Distribute forever.
Too often, marketers pour hours into crafting blogs, reports, or videos, only to share them once, cross their fingers, and hope for the best.
The result?
Content that falls flat—not because it’s not good, but because it hasn’t been seen.
This is where content distribution comes in.
Distribution isn’t an afterthought; it’s the driving force behind your content’s success. It’s about making sure the right people see your work, on the right platforms, in the right formats, over and over again.
Keep reading to learn the cornerstone principles of effective content distribution an get actionable tips to maximize your reach—because posting once simply isn’t enough.
Content distribution is the process of sharing your content—blogs, ebooks, videos, case studies, or reports—with your target audience through the right platforms and formats. It’s not just about pushing out the “physical” content itself, but about amplifying the key messages and ideas within it.
Take Wyzowl’s video marketing report, for example: the report as a whole is fantastic, but the individual stats within it are just as powerful when shared on their own.
The same goes for a case study or an article. Sure, the whole story is important, but sometimes pulling out a single key quote or takeaway can resonate even more with your audience.
It’s also essential to present your content repeatedly. Don’t assume that everyone saw and remembered your first post—because they didn’t. If you create a video for social media, don’t just publish it once.
Post it again, and again—maybe five times or more.
Each time, you’re giving it a new chance to reach someone who missed it before or to remind someone who forgot.
In short, content distribution is what bridges the gap between creation and connection. It’s the key to turning all that effort you put into creating something awesome into meaningful results.
To succeed on social media, regardless of your goals, one thing is essential: consistency.
Many brands fear posting too often, worried about overwhelming their audience. However, the reality is that consistent, frequent posting is the key to social media success.
Here's what you can expect on each platform with a higher posting frequency:
To illustrate this, we looked at how often top-performing companies post each week. Here’s what we found:
The volume is impressive, but it raises a crucial question: how do you create this much content consistently without burning out?
The answer lies in effective content distribution. Instead of constantly chasing new ideas, focus on repurposing and redistributing what you’ve already created.
Break down your existing content into smaller, more engaging pieces, and present it in various formats. This approach allows you to maintain a steady stream of high-quality posts while getting the most value out of your original work.
We’ll share more about how to do this efficiently further down.
Here are three essential tips for maximizing your content's reach and establishing a powerful presence on social media through distribution:
When sharing your content on social media, start with this mindset: no one saw your first, second, or even third post.
The fear of being repetitive or annoying often holds marketers back, but the truth is, repetition isn’t just helpful—it’s absolutely essential, especially in the fast-moving world of social media.
Why? Because repetition ensures your key messages actually reach your audience. It reinforces recall and boosts engagement over time.
Many businesses make the mistake of sharing a blog post, video, or other content just once and then hoping for the best. The reality, however, is that the likelihood of your audience noticing, engaging with, and remembering your content after a single post is slim.
Here’s why people might miss or overlook your content:
This is where the Rule of 7 comes into play—a principle that suggests a potential customer needs to encounter your brand or product at least seven times before making a decision.
The same idea applies to your content strategy: by sharing your content multiple times, you dramatically increase the chances that it will be seen, remembered, and engaged with.
As marketers and content creators, we often treat our completed work as a single, finished product. But this mindset limits the potential reach of your content.
Instead of sharing a simple link to an ebook, case study, or blog post and calling it “distributed,” consider how you can break it down and repurpose it for greater impact.
Why is relying on links alone not enough?
To give your content the visibility it deserves, focus on breaking it into smaller, more engaging “snackable” pieces that your audience can consume directly in their social feed.
The most effective way to do this? Video.
Videos consistently capture attention better than static links or images and are more likely to be favoured by social media algorithms, extending your reach.
Take it from Elon Musk: “The more screentime users spend looking at a post, whether text, pic or video, the more it is boosted. Video posted natively to this platform will be boosted more than an external link, because way more time is spent watching a video than clicking a link.”
By repurposing content into native videos or other engaging formats, you’ll not only attract more eyeballs but also improve how platforms promote your posts.
Distribution isn’t just about sharing—it’s about meeting your audience where they are and keeping them engaged.
Further reading: 5 ways to get more eyes on your reports
Testing different formats, styles, and platforms might feel risky, but it’s one of the best ways to discover what truly resonates with your audience. Remember, the worst-case scenario isn’t failure—it’s being ignored. If a post doesn’t land, your audience will simply scroll past it. No harm done.
Here’s another thing to keep in mind: you can’t always track the full impact of your content.
Just because someone doesn’t like, comment, or share your post doesn’t mean it didn’t resonate. Many people engage with content passively—it could influence their thoughts or decisions without leaving a measurable trace.
Now you understand how crucial content distribution is—but how do you actually make it happen efficiently?
You’ve already put in the work to create your content, and now the idea of making even more can feel overwhelming. But what if you could repurpose your existing content into multiple high-performing videos without the heavy lifting?
That’s where Storykit comes in. Storykit makes it easy to transform your written content into bite-sized videos that are perfect for social media distribution.
Why focus on video? Because it works.
Videos generate 5x or more engagement than other content types, and with 91% of consumers wanting more video from brands, you’re meeting your audience where they are.
Here’s how you can use Storykit to maximize your distribution efforts:
Take your written content—blog posts, reports, or case studies—and use Storykit’s AI-powered templates to create professional-quality videos in minutes. Creators help you highlight key takeaways, quotes, or data points in a way that captures attention and encourages engagement.
Want to take your distribution to the next level? Use Campaigns to turn one piece of content into 4–6 unique videos effortlessly.
With multiple videos ready to go, you can share them across different platforms to reach your audience wherever they are. And remember—don’t just post once! Reuse and redistribute your videos multiple times to maximise visibility and engagement.
With Storykit, you’re not just creating videos; you’re scaling your distribution strategy without the stress.
Here are five video ideas we created from this very article to show how you can repurpose written content into engaging, shareable videos.
Since we work in two-week sprints with new content, these videos will be distributed on LinkedIn throughout a two-week period, ensuring consistent engagement and maximum reach:
Creating content is only half the battle—what truly determines its success is how you distribute it. Effective distribution isn’t just about ticking a box; it’s about amplifying your message, reaching the right people, and maximising the impact of your hard work.
The secret? Stay consistent, be creative, and never stop distributing. Your content deserves to shine—now it’s time to make it happen.
Marketing Strategy
25 facts about video you need to know in 2025January 24, 2025
January 20, 2025
Marketing Strategy
How to measure success for social media videosJanuary 24, 2025
January 14, 2025
Join our upcoming webinar: Overperform on social media: Copy our proven tactics
If you're just getting started, don’t worry. We’re here to help you focus on the key metrics that truly matter.
One of the biggest mistakes businesses make on social media is treating it like a marketplace—focused solely on conversions and direct sales. And while those metrics are great, they take time to build.
Instead, you should approach social media as a brand-building platform. The goal is to get people familiar with your brand, build trust, and stay top-of-mind over time.
Unless you’re a B2C company selling products, video is most effective as a tool for awareness rather than immediate conversions. It allows you to showcase your brand’s personality, connect with your audience, and establish trust over time.
With this in mind, here’s how to approach tracking your success.
Impressions should be your primary focus, even before you think about conversions or leads. They measure how often people see your content—an essential first step in building awareness and familiarity.
HockeyStack’s recent survey highlights just how crucial impressions are for driving results:
For the average B2B SaaS company:
As deal sizes grow, the numbers rise:
Over time, these impressions will nurture your audience and guide them through the buyer’s journey.
Remember: The total number of views across multiple videos is more impactful than one powerful video. Consistency is key. Of course, take note of individual posts that perform exceptionally well, but don’t obsess over them. More is better when it comes to building awareness.
After impressions, you can start to look at engagements. Engagement metrics like likes, shares, and comments can be valuable, but they shouldn’t drive your overall strategy.
Why?
Because while engagement can show active interest, passive impressions still hold significant value. Many viewers may connect with your content without visibly interacting.
Why engagement matters (But isn’t everything):
If you want to see how well your videos connect with your audience, consider running paid ads.
With paid ads, you can track dwell time—a key metric that shows how long people watch your videos. Longer watch times mean your content is engaging and resonating with your audience.
Paid ads provide a controlled way to test and refine your video strategy, ensuring it’s optimized for your target viewers.
When measuring the success of your social media videos, remember to focus on the bigger picture:
Finally, remember this: the total number of views from multiple videos is more impactful than one powerful video.
Consistency is key.
Consistency matters. By regularly showing up in your audience’s feed, you’re building trust, creating familiarity, and staying top-of-mind.
So, don’t obsess over the performance of individual posts. Instead, measure the overall impact of your content on a weekly or monthly basis. Celebrate the wins, learn from the data, and keep showing up.
Social media is a marathon, not a sprint—and every impression counts.
Transform your ordinary information into extraordinary stories. With Storykit everything can be a video.
Skip the brand guidelines guesswork. Cut straight to stunning video that’s automatically on-brand for smooth approvals and faster publishing.
With Storykit anyone in your company (including you) can make scroll-stopping, professional video content.
