Distributing content is almost as important as creating it. The first step in this will often be publishing it on your own website, but that won’t be enough to achieve maximum impact. Even companies with an immense audience such as The New York Times or Red Bull use an extensive arsenal of channels to share their content. In order to develop a good distribution plan for your content, it is very important to put yourself in your target group’s shoes. Where are they active, and which channels do they want to use to see and consume your content? Use your buyer personas for this!
Distribution channels can be divided into three groups: owned media, paid media and earned media.