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Issue #27
February 2, 2022

My take on the intersection of marketing + life

Hi , 👋

Two weeks ago, we had a new HVAC system installed in our home.

Replacing our 30+ year old system was a major upgrade for our circa 1949 Chicago Georgian.

The new unit is more efficient, compact and makes little noise. My house must be significantly warmer now, right?                                                                                                                                                                                                                                                                                  


The main floor — where my office is and where we spend the majority of our time — is actually colder than ever.  


Because the distribution of air was inadvertently altered when ducts were moved.  

The way the warm air is now being distributed leads to an unequal release of hot air by floor. True, we have more hot air overall. But, it bypasses the area that needs it most.

Air distribution is a lot like content distribution. More content is great, but if you don’t get it in front of your target audience, it’s just a bunch of hot air.  

The real burning question is: How can you get the greatest number of eyeballs on your content?

Here’s a quick, 3-step, high-level process for effective content distribution:

  1. Identify a single target audience. “But we have multiple audiences,” I often hear. Pick one. When you pick the right one, all readers will align. Most businesses don’t lay this foundation well, so their content doesn’t earn them optimal ROI. Choose your single audience:

  • Insurance brokers
  • Insureds/end users
  • Insurance carriers
  • Business owners/operators
  • Risk managers
  • HR managers

  1. Go directly to them. Find out where they hang out. Ask 3 existing, best-fit clients for the 3 websites/news outlets/emails/podcasts they read/listen to religiously. Then, publish your content there. Here are the most popular options:

  • Your email newsletter (maximize ROI when you own the audience!)
  • Social media, i.e. LinkedIn
  • Industry trade publications or podcasts
  • Mainstream media, i.e. Forbes, Fast Company, The Wall Street Journal
  • Industry organization publications or podcasts

  1. Repurpose. Take the same piece of content created for one outlet and repurpose it across the other channels in #2. Contrary to popular belief, repurposing content doesn’t take a lot of manpower. What it does take is a strong content strategy — and leveraging your internal and external resources and relationships to make it happen:

  • Your PR firm can help you pitch to new audiences. THINK: multiple trade publications for each piece of content. Rule of thumb: Re-write the content 35-40% each time.
  • Your content strategist or writer can suggest the publishing avenues best for each piece. THINK: An eBook on water damage can be altered for multiple building types or industries. Don’t have a newsletter segmented by industry? Segment on social media or by industry magazine.
  • Your social media guru can split a blog post or eBook into multiple social posts that drive readers back to the blog on your website. Or consider putting your content into a newsletter on LinkedIn.

Writing great content is just half the battle. Getting it in front of hot leads is where it’s at.

Distribute well, my friends, for success.

All the best,
Mindi 😊

Stuff worth reading

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