Content may be “king”, but distribution is the real game-changer. In this episode #5 “The Search & Revenue Series,” Daniel Horning sits down with marketing expert David Frank to dive into why creating quality content is only half the battle—getting it in front of the right audience is just as crucial.
With AI-generated content on the rise, David explains how his company, Paw Partner is navigating this landscape by focusing on producing high-quality, trustworthy content, then distributing it through unconventional channels like Facebook and trade shows instead of the usual approach.
It’s All About Knowing Your Audience
Sure, AI can pump out tons of content, but do you know where your audience is spending their time? Understanding the platforms your audience uses—whether it’s LinkedIn for B2B, Instagram for visual storytelling, or TikTok for quick engagement—will determine the success of your content. Content distribution isn’t one-size-fits-all. You need to be strategic about where you distribute, not just how much you create.
Partnering with Experts Elevates Your Reach
AI-generated content can be a great starting point, but to really stand out, collaboration is key. Partnering with industry experts, can add credibility and new perspectives that AI alone can’t provide. When two brands or thought leaders come together to share insights, their collective reach multiplies, tapping into larger, more engaged audiences.
AI Content Needs a Human Touch
AI can create faster, but it’s the human touch that makes content resonate. Smart distribution also means adding unique elements that AI alone can’t generate—such as expert opinions, personal stories, or citable facts. These elements make your content feel more authentic and relevant to your audience, helping you cut through the noise of AI-generated material.
Data-Driven Distribution is the Future
Use data to guide your distribution efforts. Track where your content performs best and adjust your strategy accordingly. For example, if your LinkedIn posts consistently outperform Instagram content, consider doubling down on that platform. The beauty of AI isn’t just in creating content but in analyzing performance to fine-tune your approach.
