The uncomfortable version: our best-read piece is not our best piece. It is our best-distributed one.
## Plan distribution at brief stage
Before writing, name where the piece will go: which newsletters, which communities, which partner audiences, which internal lists. If nobody can answer that, the piece is speculative and should be cheaper to produce than it is.
## Give distribution its own effort budget
For every substantial piece, plan derivative posts, an outreach list of people genuinely served by it, and a second push a month later. The second push routinely outperforms the launch, which is the clearest evidence that production was never the constraint.
Where this applies
- Content Marketing
- Social Media
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