4. Distribution (or Sharing Methods): Meeting People Where They Are
Distribution helps you answer the question: “Where can I reach my audience?” It involves selecting the right digital platforms and channels to deliver your content based on where your audience spends their time, rather than forcing them to come to you. This component balances organic sharing (relationship-based), paid advertising (to reach others beyond your current base) and the specific Content Strategy Toolset (technology like WordPress, Metricool or WhatsApp) that you can use to manage your content journey.
If you create a brilliant journey but don’t share it, it won’t reach anyone.
We must meet our audience in their “digital living room” — whether that’s Instagram, WhatsApp, TikTok or a gaming platform like Discord. This Distribution component ensures that we deliver content through channels the audience already trusts and uses regularly.
Distribution, also known as “Sharing Methods,” is where digital can intersect with in-person. Strategies often employ a hybrid approach, using digital tools (like a QR code on a coffee cup) to bridge offline and online interactions.