Producing a lot of content, but not getting the most out of it?

You can avoid these common pitfalls...

Coaching and advising for lean marketing teams and entrepreneurs

So that you can build a repurposing and distribution engine that your whole team can rally around fast.Avoid another year of spending time on content that no one sees or reads. Get a content distribution system that's easy to manage and drives consistent traffic and leads to your business.It’s not unusual for clients to 10x the amount of content they distribute every month or triple their impressions once we set it all up.Like this company here that completely reversed its trajectory in a few months:

For marketers who are tired of creating content only to have it sit in an archive and make zero impact.For marketers with a ton of existing content, but no process or plan to distribute it to your audience.For marketers wanting to get off the content creation treadmill and have more time for strategy and creativity.If that’s you… here’s what we’ll work through together…

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Schedule a chat with Justin

Let's chat about how to level up your content and distribution to accomplish your goals.

What happens on a discovery call?- I get to learn more about your situation and see how I might be able to help- You get to learn more about my process for repurposing and distributing your content.- We can see if I'm the right coach or advisor for you or your team.- I will never sell you anything on this call. I want to see how I can help and then offer a possible solution.If it's a great fit, we can move forward. And if not, I'll try my best to help you out in any way I can.

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Join our Black Friday Waitlist now and get ready to transform your content strategy with exclusive early access and additional savings.

Why Join the Waitlist?- Extra Discounts: As a waitlist member, you'll receive a special discount that goes above and beyond the Black Friday offer.- Early Access: Get ahead of the crowd with early access to the sale.- Limited Spots: I'm keeping this exclusive, which means you're guaranteed to get the best deal.

FREE 20-Minute Training

Learn the simple step-by-step process to get more out of all your content and become the most effective content marker in your industry.

• Get My Free Distribution Playbook

Every company is creating content… But does your audience even know it exists?This free workshop reveals the simple process that quickly scales the ROI of ANY piece of content.Look, here's the reality: Competition today is fierce. Creating content is longer enough. To be successful, you have to market your content. Not just create it.The FREE 20-minute session is based on our proven success formula implemented over a decade of working with B2B SaaS marketing teams.If right now you feel overworked, uncertain, and stuck, then you’re like about 80% of the marketers I talk with.Trapped on a content hamster wheel that feels impossible to get off.When you watch the FREE Distribution First Masterclass you’ll see how to shift your entire mindset around content marketing.And you'll see what it takes to get more ROI out of your content, see tangible business results, and become the best content marketer you know.

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Distribution First Workshops

Here’s what’s included:

This isn’t your run-of-the-mill workshop. I tailor everything to what you need right from the start, focusing on your unique challenges so you can put what you learn into action right away.1 (1.5-hour workshop):Covering:- The four myths that hold back your content
- 3 types of content you need to create
- Real-life examples
- How to audit your existing content
- How to repurpose a blog for social media
- How to bake distribution into your entire process
- 30 minute Q&A1 (1.5-hour Q&A/Group Coaching Session):This second session will allow your team to absorb the information and then come back at a later date to work directly together to solve your specific needs.- Know exactly what to do based on your current situation
- Get supportive and approachable help (no judgment)
- Get customized advice and ask questions about your own situation

What’s the outcome for you?

After our workshop, your team will become more methodical, using a value-first strategy. You'll learn to enhance your existing content and cover topics more effectively, rather than continuously chasing new ideas. And you'll leave the workshop equipped with the tools and frameworks to maintain and amplify your content's impact over time.

Pricing

The price for this 2 session workshop is $4,999.BONUS: Get free access to my entire course video library, templates, frameworks, and resources.

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How One Company Increased Content ROI by Repurposing and Distribution

Today, I’m going to show you how I helped Metadata, a B2B SaaS company marketing to marketers, significantly increase their ROI from content by repurposing sessions from their virtual event, DEMAND.Despite having limited resources with only three dedicated marketers, they were able to overcome the challenge of constantly creating new content by implementing a strategic approach to content distribution. In this case study, I'll take you through the step-by-step process they followed and the impressive results they achieved.

Metadata's growing problem:

Metadata faced a common challenge - the lack of resources and time to continuously create new content. With only three dedicated marketers, it was difficult to keep up with the demands of content production while ensuring effective distribution to reach their target audience.Every week they would come in on Monday and try to “figure out” distribution. They had no process in place. In fact, most of the content they created was shared only once and then sat on the website with little interaction.

How Metadata flipped content marketing on its head

As I started working with Metadata to shift their strategic approach, they achieved remarkable results within a few months:Over 700% increase in LinkedIn impressions
1000+ watch hours on YouTube
3x more LinkedIn followersHere's the step-by-step approach Metadata followed to achieve these results:Building a Custom Distribution Strategy: I worked with Metadata to develop a tailored distribution strategy specifically for post-event promotion. We needed to recognize the value of utilizing event content beyond the event itself. The reality was not everyone who signed up for the event would attend. And not everyone who attended the event could see every session.Repurposing Event Sessions: I transformed each session from DEMAND into valuable pieces of content. This included creating detailed blog posts, engaging YouTube videos, weekly email newsletters, and engaging social media posts.Scheduled Content Distribution: We scheduled the repurposed content across various channels, ensuring consistent and strategic distribution over a four-month period. We knew exactly when and where content was going to be promoted months in advance. This allowed the team to shift focus and start building toward other strategic inititives.Analyzing Performance: Throughout the distribution process, they carefully monitored the performance of each content piece. They assessed metrics such as session duration in Google Analytics, watch time and views on YouTube, and engagement and follower growth on LinkedIn.Optimizing the Strategy: Based on the performance analysis, I continuously worked to optimize the distribution schedule to maximize engagement and reach on each channel.

The Impact

By repurposing their event sessions and implementing a comprehensive distribution strategy, Metadata significantly improved their ROI from content. They were able to extend the reach and lifespan of their event content, ensuring it continued to drive results for months and even years to come. This approach allowed them to reach their target audience every day, week and month – preventing valuable content from collecting dust in website archives or event pages.By repurposing and optimizing your existing content, you can extend its reach and impact, maximizing your ROI and driving long-term results.If you found this case study inspiring and would like help building a custom distribution strategy for your company and content, get in touch with me. Let me help you unlock the full potential of your content and achieve remarkable results.

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Client Success Stories

Over the past couple of years, I've had the awesome opportunity to work with a bunch of amazing clients. Check out their real-life stories below to see the game-changing results we've achieved together. Take a moment to hear directly from them:

Sepy revolutionized his content strategy, dramatically increasing LinkedIn engagement through creative content repurposing.

Sepy Bazzazi - Growth Marketer1. What was it like before we started working together and afterward?Before we started working together, I looked at content differently. I expected that I could speak to any one artifact — be it a customer story, a product announcement, a blog post, or anything between — one time. After that, I'd be repeating myself, and it was a negative look for the brand. After working with Justin, I realized how wrong this approach to content is. Not only is it arrogant to assume that sharing content once means your entire audience has seen it, there are also a plethora of ways you can repurpose a single piece of content so it can appear fresh and new in the eyes of an audience who's "already seen it".2. What was it like working with me? Were you happy with the experience?I recall saying on multiple occasions that my 1 hour syncs with Justin were the best meeting time I'd spend all week. Every week there was something to learn, some actionable takeaway. I never felt like my time was wasted, and I also genuinely had a good time nerding out on content strategies and ideas with Justin. Overall, I was very pleased with the experience.3. What were your results? Can you be as specific as possible?One of the most notable results was a marked uptick in engagement on our LinkedIn business profile. This was the result of a repurposing strategy that came out of one of our calls. Essentially, the play was simple: take a blog post, a customer story, or any content really, and turn it into a LinkedIn carousel. These carousels garner a ton of engagement for a page, because a user ends up clicking on them multiple times. If your slider has 10 pages, it takes 9 clicks to get through all of the pages. Boosting your engagement by a huge factor on that post. And an engagement boost on one post means engagement boosts across the board, resulting in a wider spread for all of our content. The best part about this strategy was that a single blog post could actually become 2 or 3 different carousels with enough thought. So we were squeezing a ton of engagement out of a single piece of content. Meanwhile, we've published a few new blog posts and can do this process all over again. These days I aim to publish a carousel on LinkedIn, repurposing our existing content, at least twice a month.Aside from this specific result, I'd say a larger outcome of this engagement was that we're thinking about our content overall in a new way. Enabling us to consider new ways to leverage weeks-or-months old content to grow engagement.4. Would you recommend someone hire Justin?If someone was thinking of hiring you, I'd say they were already seriously considering how to up-level their content strategy. And if that's the case, then it's a no-brainer to hire you. Whether it's for a short engagement, or an ongoing one, the impacts you bring to content strategy are worth every penny.5. What is something new you found out or learned?I mentioned this earlier, but I think the biggest news for me was that it's okay, in fact it's good to share and re-share what you've already talked about. So long as it's not an exact copy paste, then it's okay to talk about the same thing over and over again. In fact, it creates a sense of curiosity and resonance about a subject with your audience. Many aspects of Glide are complicated—for example, APIs—so by talking about them once, we are not helping people as much as if we were to talk about them a dozen times, from different angles, with different language, using different stories and different approaches. Each time we discuss this feature or functionality, we're bringing people closer to us, and not further, which was my previous idea about the topic.6. What specific feature did you like most about this engagement?I'd say the best part about this engagement was that it became extremely specific to whatever was in the pipeline for us at Glide. You never tried to sway us away from doing what we were already doing, instead you leaned hard into our existing programs and helped us get even more out of those. By the end of our time together, it felt like you were actually an ingrained part of the Glide team. You understood what we were working on and you would proactively put together mind maps and other strategic documents before our sessions, which were directly related to the campaigns and initiatives we were working on. It never felt cookie cutter, or formulaic — well, it did feel formulaic, but a formula that was crafted specifically for us.

Wren enhanced team efficiency and social engagement through strategic planning and effective repurposing

Wren Noble - Content Marketer1. What was it like before we started working together and afterward?We initially started working with Justin because we were looking for ways to more efficiently and strategically expand the reach of our small marketing team. His pitch of content distribution and repurposing sounded like exactly what we needed - and it was. After working with Justin, we have a really consistent system for our content distribution. We are doing more, more effectively. Justin provided an amazing outside eye for our team, spotting areas of opportunity we hadn't uncovered yet.2. What was it like working with me? Were you happy with the experience?Justin was a great advisor and coach. We were very happy working with him.3. What were your results?After working with Justin, we are more strategic about our content. We are planning distribution from the very beginning of the process instead of as an afterthought. Our social engagement has improved, and we are using our existing content more effectively.4. Would you recommend someone hire Justin?I would absolutely recommend that any company looking to get more out of their existing content hire Justin to advise their marketing efforts.5. What is something new you found out or learned?After working with Justin, we are significantly better at repurposing long-form content like YouTube videos and Blog posts into short, effective social content that works on the platform where it's being published.6. What specific feature did you like most about this engagement?Justin was happy to work with multiple members of our team, helping us coordinate with each other's efforts more effectively. Distribution touches many channels so helping us work in unison has been a huge unlock for our team.

Josh improved his team's prioritization, efficiency, and output with strategic distribution

Josh Thomas, SVP Marketing, Madison Logic1. What was it like before we started working together and afterward?We don’t have a big content team, so a lot of our focus has been on how we can not only maximize results but do it in a way that’s valuable for our audience. We were spending a lot of time on content ideation, trying to find the newest topic, where we’re now able to be more methodical in our value-first approach to content without trying to invent new topics but instead cover the topics more effectively.2. What was it like working with me? Were you happy with the experience?Working with Justin was great. A lot of content marketing focuses on the content creation as a separate exercise from distribution. By taking a distribution-first approach, it adds a strategic element to our content strategy that emphasizes driving a market perception or level of education while also becoming more efficient.3. What were your results?We’re still early in the rollout, but we’ve seen significant gains in productivity as we get started. Separately, we’ve seen more engagement with our content, allowing us to better validate the impact on the business.4. Would you recommend someone hire Justin?I’d absolutely recommend a marketing or content leader work with Justin. It’s rare to find someone who understands that the goal of content isn’t to optimize for a specific channel but instead focus on what the audience needs. The distribution-first approach is very audience-centric, which gives marketers – particularly those on smaller teams – a leg up in their market.5. What is something new you found out or learned?I don’t think we recognized how much utility we could get out of a single content asset, or how that could translate into a deeper frequency of touchpoints across channels without needing to keep creating based on net-new ideas or concepts. The team here really gravitated toward maximizing the content we were putting out, ensuring it’s the best version, then thinking ahead on how it could be repurposed to fit not only the channels in which our audience researches or spends time, but also how it could be cut for what the audience needs to become more educated or ultimately drive commercial intent.6. What specific feature did you like most about this engagement?This wasn’t an “off-the-shelf” training. Instead, there was a great deal of pre-work designed to ensure the team could come in with specific scenarios and business challenges to ensure we could start applying principles quickly. Everything was immediately actionable, which allowed us to get value quickly.

David discovered the untapped potential of old content and transformed his content strategy by repurposing existing resources

David Nesbitt - Content MarketerWhat is something new you found out or learned?I realized that we really needed to be leveraging our old content more. We had a number of old podcast episodes and a ton of old blog posts that I had kind of skipped over. Justin helped me realize that I could repurpose that content to save myself a bunch of time and get more value for my company out of that content.What specific feature did you like most about working with Justin?I liked how Justin could listen to me describe my current content marketing situation so he understood it, and then dive into what he and I agreed were the highest priorities given that situation. More helpful than if we just jumped into generalized content repurposing ideas, without customizing based on my company's particular situation.What was your favorite part about working with Justin?It's really helpful to have an expert help you think about what you're doing and not doing. Brings you to realizations you wouldn't have come to otherwise.Justin is approachable and supportive, so it doesn't feel intimidating to be honest with him even about shortcomings in your current content marketing situation.Justin is kind of like a therapist for content marketing. I'm a verbal processor, so at one level it helps me just to have someone to listen as I talk through what we're doing and what I want to see happen with our content marketing.Like, I get insights just from that process, hearing myself think through it. Then there's the much more valuable level, where Justin uses his expertise by sharing thoughts as I go, asking questions, or suggesting things to try. I wish I had a life coach who could do for me what Justin does for me on content marketing.Would you recommend working with Justin?Absolutely. Content repurposing is a mindset and approach that doesn't come naturally to most people, I'd wager. It didn't to me. Having an expert like Justin lead me through it and train me how to think with a content repurposing mindset is super valuable. And it's more valuable in some aspects than his course because I can get customized advice and ask questions about my own situation.

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