You have a path (Lesson 67.1) and an engine choice (Lesson 67.2). The temptation now is to open a calendar and fill boxes: post Monday, post Wednesday, send email Friday. Resist it. A calendar is only a schedule. It never answers the questions that determine whether any post works.

The calendar trap

A content calendar says *when* you publish. A distribution map says *who it is for, where they are, what they are trying to do, what message earns their attention, and what happens after the click*. Without the map, a short video, a landing page, a community comment, and an onboarding email become unrelated chores produced by the same tired person. With the map, they become one path walked in sequence.

Every row of the map needs eleven fields. They look like paperwork; they are really eleven ways of refusing to publish something pointless:

1. Segment — which specific people is this row for? 2. Moment / intent — what are they trying to do right now? 3. Channel — where do they already spend attention? 4. Asset — what useful thing earns that attention? 5. Promise — what outcome does the asset offer, in their words? 6. Destination — where do they go next (page, booking flow, template)? 7. First action — the one thing they are asked to do there. 8. Proof — what evidence backs the promise (sample, review, demo, source)? 9. Metric — which number tells you this row worked? 10. Owner — who is responsible for this row? 11. Review date — when do you judge it and decide keep, fix, or kill?

If you cannot fill in the destination and first action, you do not have a distribution row — you have a wish. If you cannot fill in proof, you have an advertisement, not an invitation.

A worked map: Research Desk

Research Desk (the source-linked research product) needs analysts who value evidence, not generic traffic. Here is one row of its map, fully filled:

• Segment: solo research builders evaluating a company from filings.
• Moment / intent: stuck on "how do I turn a 10-K into a trustworthy brief?"
• Channel: search.
• Asset: source-backed explainer page with a worked mini-brief.
• Promise: "See exactly which filing each claim came from."
• Destination: sample brief page with the full template beside it.
• First action: run your own question through the template.
• Proof: three annotated excerpts with page-linked citations.
• Metric: template runs started from this page.
• Owner: lesson editor.
• Review date: 30 days after publish.

Notice how the asset, destination, and follow-up form one corridor: the explainer earns the click, the sample brief proves the method, the template invites the first action, and a follow-up email ("here is how to save your first brief") creates the return. The short video version of the explainer, the community answer quoting it, and the onboarding email are not four campaigns — they are four doors into the same corridor.

The local tailor's corridor works identically at smaller scale: a "how same-week hems work" video (awareness asset), review screenshots and a price-and-timing card (proof assets), the booking page (destination), a confirmation text with pickup details (follow-up), and a "refer a neighbor" prompt after pickup (return loop).

Exercise: make your five-row map

Create DISTRIBUTION-MAP.md with exactly five rows — one of each type:

1. One awareness asset (earns first attention). 2. One proof asset (backs the promise with evidence). 3. One destination (where the first action happens). 4. One follow-up (what reaches them after the action). 5. One return loop (what brings them back a second time).

A ByeBuy Classroom example skeleton:

Fill all eleven fields per row, not just the table summary — the table is the index; the field list is the decision.

Finish line: DISTRIBUTION-MAP.md with five complete rows and an explicit next step written into every row.

Verify quickly: cover the channel column. Can you still tell who each row is for and what they do next? If not, the audience or action is too vague.

Common failure mode: five awareness rows and no destination. Attention without a next step is entertainment, not distribution.

Check your understanding

1. What does a distribution map state that a calendar does not? 2. Why must every row name proof, not just promise? 3. Which of the five required row types is most often missing, and what breaks without it?

Next

Your map names a metric per row. Lesson 67.4 teaches you to read those numbers — which metric sits closest to real value, and how to diagnose a break at each stage of the funnel.