Here’s a thought that might make you rethink everything:  

It’s not what you’ve got, it’s how people get it. 

You can have the best content, the most brilliant ideas or a game-changing product, but if it’s hidden, what’s the point? 

You could write the next bestseller, create the world’s tastiest recipe, or come up with a brilliant business idea, but if no one can find it, it might as well be sitting with your socks in the drawer marked ‘hidden treasure’. 

Here’s more on that truth:  

Distribution Beats Content. Every. Single. Time. 
 

I see it every week.  
 

I’ll post this message in 5 different locations. I don’t have a celebrity following but I do have: 

8,352 followers on LinkedIn – around 100 will be shown this by LinkedIn’s post police.  
 
5,535 followers on Instagram – maybe 70 will get a glimpse thanks to Insta’s invisible algorithm elves.  
 
4,100 followers for my Facebook page and a Facebook Group with 5,400 members - between them the Facebook gods may show 150 people this message.  

So why bother? 

Because of email. This message will be sent to 8,771 people on my list and well over 4,000 (including you) will open it and read it. 

Email is simple direct access distribution.  

Think about it. If people can’t easily access what you have, why should they fight to find it? 
 
Especially as we're all busy, a bit lazy and bombarded by ‘stuff’.  
 
What’s the answer?  

Make your distribution as simple as possible. 

 
It’s not about dumbing down or cutting corners; it’s about being smart. Put your content, product, ideas or service where people are looking. And in a format they’re ready to consume.  

 
Not buried behind ten clicks or a password they’ve forgotten. Think convenience! 
 
Everyone has customers (internal and external) how will they know what you do and how to find you?  
 

Why it matters 

Here’s a little secret: the most successful people, products and services aren’t always the best. They’re the ones that are the easiest to find. Think Uber, Netflix and Amazon - they built their success on accessibility. 
 

Ask yourself, is what I’m offering easy to find? Is it simple for people to get to? Or am I hiding and making them jump through hoops?  

Content is king?  
 
Maybe. But distribution is the key to the kingdom. 

I'd love to know your thoughts. Please share them here.
 

Michael Heppell