Creating great content is the first step to achieving your content marketing goals, your content has to reach the right people for your business to achieve all of its content goals finally.

For content to be effective, it has to be seen by the right people, this is why content distribution is just as equal as the creation process.

Distributing your content shouldn’t be a random act, a planned approach helps you identify what your content goals are and how to achieve them.

In this blog post, we discussed how to appropriately plan your content distribution to optimize the better performance of your content.

Let’s begin.

1. Know What Your Goals Are

What are you trying to achieve with content as a business owner?

This doesn’t only give you clarity on what you want, it is also an essential step as this also determines the purpose of why you are creating content in the first stance which is also necessary for determining the right distribution channel. 

Are you trying to gain visibility on the internet? Increase engagement across social media? Whatever your goals are, it is crucial to be specific with your content goals.

2. Know Who Your Audiences Are

When you understand who you are creating for it is easier to connect with them. 

Your audience influences every content you create as they help you determine better strategies. 

Know where to find your audience, who they are, what they do, how much time they spend on the internet and what content format they enjoy. 

This makes it easier to understand how they behave and in what format they will prefer to see your content.

3. Prioritize All Distribution Channels

To make great content planning is essential. All content distribution channels exist for content to be seen however the same strategy cannot work for all channels.

As a creative business owner you generally have access to three types of distribution channels namely;

  • Owned Media: These are communication channels you have complete control over. Platforms like your blog and website are owned media. It is important to deliver value on this platform as it attracts an audience anytime they visit your blog or website.
  • Paid Media: Just as the name implies paid media are platforms that allow you to pay for your content to be promoted or distributed.  

This includes pay-per-click advertisements and social media advertisements. This is ideal for those who want to reach a wider audience.

  • Earned Media:  When others spread awareness about your creative business you get earned media, usually traffic gotten from referrals from others.

Some examples include reviews and reposted stories.

There is a lot to consider when choosing the right content distribution but as creators, it is necessary to select channels your audience finds helpful and repurpose them to suit other distribution channels.


When it comes to selecting the right content distribution channel, there is no one-size-fits-all. 

Content distribution should focus on what you are trying to achieve and most importantly measurable to determine if it is achieving the said goal.

Key Takeaways

  • Before choosing a content distribution channel, determine your goal, and know your audience.
  • Always set measurable goals to measure success.
  • It is okay to try out new content distribution channels.
  • High-performing content can be repurposed to suit a new content distribution platform.

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