Rand Fishkin Questions ‘Distribute Everywhere’ Mantra on LinkedIn

In a recent LinkedIn post, Rand Fishkin offers a nuanced perspective on the popular marketing mantra “Create once. Distribute everywhere,” urging marketers to critically assess where their audience actually pays attention. While acknowledging the brilliance of the core idea, championed by his friend Ross Simmonds, Fishkin expresses concern that the advice is being misinterpreted and taken to an extreme.

Fishkin highlights the potential pitfalls of indiscriminate content distribution, suggesting that a focus on sheer quantity over strategic placement can be counterproductive. He states:

“But… I’ve been seeing a lot of people taking it too far, and distributing ‘everywhere’ everywhere. Is it worth your time to post and repeat your message on the platforms where your audience pays relevant attention? Yes. Should you go way beyond that in the hopes that an AI or Google crawler picks it up? I’m skeptical.”

As Rand Fishkin notes, the key lies in understanding audience behavior rather than simply maximizing reach across every conceivable channel. He points out that while it’s beneficial to be present on platforms where the target audience is active, blindly distributing content to every corner of the internet may not yield the desired results. Fishkin suspects that many marketers are not adequately researching their audience’s preferred platforms.

The Importance of Strategic Distribution

Fishkin argues that the impulse to distribute content widely might stem from various factors, including a bias towards ease of distribution, a focus on easily measurable (but potentially misleading) metrics, poor corporate incentives, or even a phenomenon he terms “AI derangement syndrome.” He emphasizes that true effectiveness comes from identifying and prioritizing the channels that resonate most with the intended audience.

According to Rand Fishkin, the distinction is between being “everywhere” and being “everywhere that’s relevant.” He uses the examples of Ross Simmonds and Darren Shaw as marketers who exemplify this strategic approach. Simmonds, in Fishkin’s view, demonstrates how to effectively leverage relevant channels without succumbing to the temptation of aimless, broad distribution. Shaw is also cited for his progress in historically under-invested-in B2B channels like Instagram, showcasing a deliberate and targeted approach.

Rethinking Content Strategy

Rand Fishkin’s analysis serves as a critical reminder for marketers to move beyond a superficial interpretation of “create once, distribute everywhere.” He advocates for a more thoughtful and audience-centric approach to content dissemination.

“There’s a balance here — if your audience really is on Facebook, 22 different SubReddits, Medium, Quora, Article-syndicator.info, backlink-o-rama.net, and Mastodon, sure, distribute in those places. But my strong suspicion is that a lot of us aren’t researching where our audiences pay relevant attention and prioritizing those platforms.”

In Fishkin’s view, the temptation to opt for the path of least resistance in content distribution, driven by a desire for perceived widespread reach, can overshadow the more crucial task of engaging with the audience in meaningful spaces. He suggests that this might be a common trap, leading to wasted effort and diluted impact.

Fishkin himself admits to not fully implementing this ideal strategy, citing a lack of staff as a limiting factor in his own content distribution efforts. This personal reflection adds a layer of authenticity to his critique, underscoring the practical challenges marketers face in achieving optimal content distribution.

“Instead, some of us are looking for the *easiest* distribution channels (the ones that’ll take anything) and distributing there because… quantity > quality? Measurement bias? Bad corporate incentives? Laziness? AI derangement syndrome? All of the above?”

Ultimately, Rand Fishkin’s post encourages a recalibration of content distribution strategies, emphasizing diligent audience research and a focus on quality engagement over sheer volume across irrelevant platforms. The message is clear: strategic relevance trumps indiscriminate broadcasting in the modern marketing landscape.