Media planning and buying built alongside the content, not after it.
Meanwhile Content plans and runs paid campaigns, and builds the media plan at the same time as the content. A piece made for the wrong platform, format or audience underperforms however good it is, so distribution is part of the creative work here, not something that happens afterwards.
See TURMEPA’s Mavi Podcast: a five-episode series produced end to end, with a targeted Instagram ad campaign run alongside each episode to build reach beyond the existing listener base.