Should you spend the same amount of time creating content as you do promoting it? We don’t think so. The “spend 50%+ of your time on distribution theory” makes sense — in theory. To ensure ROI, why not try to get your content the most exposure possible? However, in most scenarios, if the right SEO and content marketing strategy is in place, manual distribution isn’t necessary. If you correctly hit all of the fundamentals and strategy, your content will scale through ranking. In today’s episode, Drew Page, Siege Media’s Director of Business Development, and CEO Ross Hudgens discuss the potential of passive link strategy. They also discuss why the best distribution plan may be shifting your efforts to high-quality content and optimizing for search.