Attention is the new oil.

The new war is over distribution.

The formula to build a Content Distribution Machine:

The Content Distribution Formula:

• 10% is producing great content
• 20% is platform selection
• 30% is playing the right strategy
• 40% is just straight-up hustling until you see results

Producing Great Content:

• Write out a clear solution for 1 specific persona
• Leverage psychology (in-groups, conflict theory, etc.)
• Highlight the result, not the process
• Be a painkiller, not a vitamin
• Learn to deal dopamine
• Storytell like Pixar ↓

Select the Right Platform:

Platform selection is based on 3 key things:

• What are your content strengths?
• Where will your content resonate?
• Where do you enjoy spending the most time?

Think of it as your digital Ikigai.

Twitter was my first platform.

Content Strengths: Copywriting + storytelling about entrepreneurship

Content Resonance: I wanted to speak to other founders + builders

Platform Love: I was already spending 2-3 hours/day on Twitter

Play the Best Strategy:

Spending time on a platform = seeing the best strategies.

On Twitter, you observe:

• What days do people post?
• What hooks perform the best?
• What stories do I love reading?
• What's their software growth stack?

• What makes their bio convert so well?
• How often are they engaging and how?
• How have they constructed their tone/voice?
• Who do I want to emulate the most and why?
• What products are people launching that resonate?

Write out a 1-pager with your strategy.

Hustling to Get Results:

"Hard work beats talent when talent fails to work hard."

– Kevin Durant

There are infinite examples of hustle playing a key role for creators:

• Mr. Beast made hundreds of videos to get 1k subs
• Ali Abdaal made 72 videos before breaking 10k views

For any platform, learn to constantly experiment:

• Change your thumbnail style
• Rethink your niche/content angles
• Change your SEO metadata/descriptions
• Write with a more personal/informal tone
• Add more suspense + data into your hooks

• Try testing paid strategies (RT groups, IG story shares)
• Write your scripts in bullet points, not sentences (let yourself free flow)
• Cut down on production quality to make videos feel more natural

These are all examples of hustling until you make it.

Remember:

1. In the game of content, it just takes one big break for you to make it.

2. Constantly repurpose. If your first piece flops, it also means no one saw it and you can reshare it with updates without being judged.

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