Content is king. You have probably heard this phrase too many times. Although the content in all its different forms is the best description of the word king, the value of great content is hinged on the means that are used to deliver it. You might have high-quality, meaningful content, but without appropriate methods for delivering it to the target consumer, your marketing strategy will be ineffective. You’ll also have low chances of beating the competition and other companies that have tailored their approach to suit today’s digitally driven world. So you must have a wide array of reliable and effective digital distribution channels for your business to survive the competition and achieve sustainable growth. Here are four tips to help you select the right digital distribution channels.

1.     Know Your Target Audience

Who is your target audience? Answering this question is a huge stride towards making your content marketing efforts successful. You should know your target buyer persona and develop content assets that meet their unique needs. Finding these people and collecting as much information as you can about them is the key to picking the ideal distribution channel.

Ensuring your content is in line with the best distribution channels can help your brand stay ahead of the competition in the distribution game. This involves monitoring the usage trends and analyzing your data regarding who the average consumer is for any prospective digital distribution channel.

What’s the size of your audience on social media? How many subscribers open your emails? How many people visit your website or a landing page daily? These questions will help you determine where your target buyer personas are and select the right distribution channel to position your content assets in front of them. And if you want to grow your target audience by venturing into international markets, partnering with a reputable international PEO, such as NH Global Partners, will be a wise decision.

2.     Define Your Budget

Almost every digital channel provides a paid option. With paid content, you’re assured that your content will reach target customers. Having a budget will help you decide the amount you’re willing and capable of spending on any channel. You don’t have to struggle with developing a smart distribution plan, especially on a tight budget. Instead, you can just rely on organic content.

Don’t fall into the trap of purchasing paid distribution on almost every channel you set your eyes on, even if you have a huge budget. Instead, compare different channels and choose at least three that can help you connect your content assets with your target audience.

Cultivating a meaningful relationship between your brand and the desired audience will always be more profitable in the long-term than spreading your content throughout the web. Ensure you’re spending every dollar on the right distribution channel, and then you’ll see a good return on investment (ROI) in no time.

3.     Stick to a Few Select Distribution Channels

Each piece of content you put out there goes a long way in telling your entire brand’s story. Do thorough research before settling on any distribution channels. If you pull off a successful social media campaign on Facebook, you must keep your followers engaged by consistently sharing your latest projects with them through regular posts.

On top of growing your followers, every success makes these people keep on demanding more content from you. And if you don’t meet this demand, you might drive your followers to your competitors. So it’s important to maintain a high level of consistency.

Jumping from one distribution channel to another for different marketing initiatives may end up confusing your audience. That doesn’t mean your content should appear on just one platform. Actually, cross-platform distribution can help you reach more target consumers with a single piece. But choose compatible distribution channels. For instance, you can incorporate links to your YouTube channel on your blog or share tweets on your official Facebook page.

4.     Align Your Message with Your Channel

Other than having a specific type of audience, every channel has a common tone and style that resonate with those members. So you need to create content that fits into the overall feel of the channels that you select.

For instance, if you want to share content in a fun and casual way, you can turn to a social platform like Snapshot. But if you want to be a bit formal, you can turn to Facebook, Twitter, or even Instagram.


Picking the right digital distribution channels for your content is a crucial task. Your choice will determine if your message will reach the desired audience, and if you’ll get a decent ROI for every dollar you spend.  I hope the four tips discussed in this article will help you make a wise decision.

Posted by Jolene Rutheford

Jolene Rutherford is a marketing specialist - turned blogger, currently writing for Interested in digital marketing and new technology trends. Love sharing content that can help and mean to people.