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Where does it go? How to distribute content to the right channel


Distributing your content to the appropriate channels is key in helping your brand reach its content marketing goals.

But with so many social media platforms, knowing the best channels for your content can often be a little confusing.

In this post, we breakdown what distributions options work best based on your audience and marketing goals. You can also check out the video version here!

Before we begin, there are two things you should know:

  • Who is the content for?
  • What are you hoping to achieve with the content?

Knowing who the content is for, helps you to create content that will provide value to your desired audience.

Knowing the goal of your content, helps you better understand the purpose of the content (ie. CTA).

Once you understand these two things, you are ready to determine the best distribution channel for your content.

Influencer Distribution

Using Influencers to help distribute your content is one of the most effective strategies in 2020. An Influencer marketing survey concluded that 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions.

New to Influencer marketing? Be sure to check out 10 keys to Savvy Influencer Marketing and a look into Perth’s top Instagram Influencer’s.

Goals helped to achieve?

  • Credibility
  • Lead generation
  • Marketing ROI
  • Brand awareness

What audience do you reach?

Influencer marketing opens up the door for your brand to reach an entire new group of people. If the influencer reaches people who are already in your audience, this can increase the connection with your audience and improve your brand’s credibility.

Try to include your Influencer in your content where possible. Influencers are more likely to talk about your content in which they’ve been directly involved.

Relevant Content

  • Stories
  • Live video
  • Blog post
  • Images

Email Distribution

Email is still one of the most successful ways to distribute content and reach your target audience.

A consumer email report by Adobe, showed that 82% of work emails and 60% of personal emails are opened! The report also stated that 61% of people would like to be contacted by brands through email, but more about providing information and less about promotions.

Goals helped to achieve?

  • Brand loyalty
  • Marketing ROI
  • Website Traffic
  • Brand awareness

What audience do you reach?

Email marketing helps you to further market people who are interested in your product (subscribers) and also allows you to reach cold contacts (email addresses you have acquired from third-party distribution.

Always try and focus primarily on your subscribers list – these people have already shown interest in your brand and are more likely to be interested in your content.

Relevant Content

  • Newsletters (weekly, monthly)
  • Personalise email (Dear Joe etc)
  • Use emails to cross promote other brands’ content

Organic Social Media Distribution

With the rise of live video, Stories and other streaming options, organic social media distribution is a great way for your brand to create a real connection with your audience.

Goals helped to achieve?

  • Brand awareness
  • Brand credibility
  • Strengthens relationships
  • Increase website traffic
  • Improve lead generation

What audience do you reach?

With organic posting, you will reach the audience you have grown on different platforms (Facebook, Instagram etc).

Relevant Content

  • Live video
  • Stories
  • Images
  • Memes
  • Info-graphics

Paid Distribution

Paid distribution can be split into 3 main categories:

  • Native advertisements: Content made for a particular platform
  • Social media and search ads: Content that is strategically placed in user’s feeds or search results
  • Content syndication: Content distributed by a third party to relevant sites and platforms.

Goals helped to achieve?

  • Increase website traffic
  • Improve brand awareness
  • Grow your audience
  • Lead generation

What audiences do you reach?

Paid distribution is a great way to find new audiences. You can customise your ads to target people who match your audience requirements and preferences.

Relevant Content

  • Video
  • Highly engaging visuals
  • Resourceful

What distribution channel matches your brands’ audience and goals? We would love to hear from you in the comments below!

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