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It's ideal that the writers figure this piece out themselves. They'd also know what works and what doesn't for every platform. End-to-end.

In the short run, writers can do the distribution too. But in the long run strategy, creation and distribution are separate things and need independent people to do so. A combination of someone doing two out of three is possible too.

Writing and distribution should be separate pieces owned by separate people. Never mix the two.

Thanks. I’m trying to settle a bet with someone and want to know what most people think about this. My thinking it it should always be separate. Because I’m a terrible content writer but always focused on distribution. @pulkit can verify haha 😄

writers marketers :D if you want to scale and execute faster, different owners for sure – whether the distribution sits within content marketing or with digital marketing can be an interesting convo if you’re starting from scratch and have a smaller team, you can have an overlap till you’ve experimented enough with channels, ICPs, processes, etc, but it isnt sustainable that being said, you cant* have creators and distributors working in silos cause it will lead to finger pointing and blame games :p

I think it depends on the interest level of the writer and if he's looking to transition into a role like a content marketer. To be honest, companies need to think about promotion even before the article itself. Irrespective of whether its owning distribution, the writer needs to be in sync with the distribution strategy so that he can make changes accordingly. For example, if you want a content piece to rank on Google, you need to identify keywords, do competitor research and more. This will help you gauge the effort required to get first page rankings. Similarly, if you're looking to create buzz on social media, you need to identify the right audience group, check what's trending and speak to few people to get their insights. This will be very helpful in selecting the right topic. To summarise, if content writers can own distribution, nothing like it. However, even they don't they need to be in alignment with the distribution strategy so that they can make changes to the content. This thread might be useful. https://twitter.com/ihimanshu_gupta/status/1415308338783424517

Content writers write. Content marketers distribute but they also write. Content strategy is a cross functional collaboration with both of the above as subset. Hope you win the bet and share your spoils with us all

If you’re writing it, you’re distributing unless you’re a freelance writer.

Whatever it is they need to own the business outcome ( wholly or partially depending on the org stage/structure) Everything/everybody falls in line when this is part of the content process as a whole.

Content specialists and campaign specialists should manage workstreams separately but work closely together. Campaign specialists thinks about the LPs - what goes into what fold, decisions like gated vs non gated, the demand journey, distribution channels, dollar split between paid channels. Content specialists should think about the consumable asset itself (video/whitepaper, ebook), and all the copy that will lead people to consume it. (LP content, paid search copy, banner ads copy, social posts, sociable, newsletter, promo video etc.) Some times, there would be specialised content specialists working on Long form content vs snappy promotional Copy. For organic content that will be useful in ranking, content specialists may have seo expertise or collaborate with experts who can give them the right inputs on keywords. Approach might be different for smaller companies, with doublehatting, but scale requires specialisation.

If a writer is not in-charge of distribution and analytics, he stops caring about the outcome after a point in time. You start getting evaluated on your input (quality of content created) vs. the output (which is views, leads, organic traffic). At larger organizations, they are separate roles. But what matters in the end is that everyone is focused on output, not on individual tasks.

Thank you so much everyone for the inputs. 🙏