Build it and they Will Come – Define your Distribution Channels for your Content

Here's part seven of our Build It and They Will Come guide to building your business online

Send your content out to the ones you love: Define your distribution channels for your content

Way back before Christmas, we wrote about Adwords, Metadata, SEO and Keywords You’ve optimised, strategised and now we want you to send your message out to the big, wide, virtual world.


This message is called content. And it’s additional to that which you have just created for each of your web pages.


This is the content that’s going to make your audience want to engage with you, visit your website, and buy your services. The content you are going to distribute among your customers and potential customers via social media, email marketing campaigns, videos and blogs.


Blogs, or vlogs (video blogs), fuel social media content and give you credibility. They get you closer to your audience. They let you tell stories. They let your customers tell stories. They let others tell your story for you. They also give you somewhere to sprinkle keywords.’


Your choice of content distribution channel will depend upon who you want to attract and the type of content you wish to distribute. For example:


Pay per Click
Social Media
Social media advertising - sponsored posts

Banner ads

Other newspaper and digital magazines

Google ads

Direct mail and printed media











Influencers Your Own Channels

Business partners

Related website

Press releases




Your own website blog

E-mail footers


Related content




What you need to do now is sit down and plan. Plan for a year. Pick a series of objectives, and then, to achieve them (these are what we marketers like to call ‘campaigns’):


Plan what you are going to send out (blogs, vlogs, FaceBook adverts, e.g.), when you are going to send it out (and how often) and to whom you are going to send it.


Work out how much you are going to spend and allocate it to each campaign.


Then sign up to the relevant social media platforms and get cracking. Do make sure they are relevant to you and your business. Facebook, for example, is fabulous for consumer marketing; LinkedIn is much better for business to business marketing.


Don’t forget to measure your results… you don’t want to send good money after bad! And join us next time, where we will be looking at creating and using a content strategy, and plan.