Without a solid content distribution strategy, your content won’t reach the audience it should. But how do you know where to put your content distribution efforts? This presentation breaks down the different distribution channels, showing how each can benefit your content.

1. KNOWWHERE TO SHARE

2. Which distribution
channels are best for
your content?
Creating content is only the beginning of your
marketing efforts; distribution is where it really
pays off. To successfully distribute content, you
should integrate a healthy mix of owned, earned,
and paid strategies, each of which complement
each other to help extend your content’s reach.
Here’s how different channels can help reach
your goals.

3. CHANNELS BENEFITS
Owned media is completely in your control. This means you can own the
messaging and user experience, making it a more cost-efficient and flexible
channel to serve your needs.
OWNED MEDIA
Blog/
Microsite Website
Newsletter
Social
Accounts
Control over message
Free
Guaranteed placement
$0

4. Attracting your audience to owned properties, such as your website, can have a
real impact on your bottom line. According to a Nielsen study, consumers who
were exposed to a brand’s website purchased almost 3X more than consumers
who saw a brand’s digital ad only.
Offline Sales Impact
from Digital Exposure
Saw Digital
Ad Only
Saw
Website
$0.30
$0.89

5. EARNED MEDIA
CHANNELS BENEFITS
Earned media is anything picked up by third-party publishers. It’s beneficial
to your brand in two ways: It extends your content’s reach and adds more
credibility (as it comes from an unbiased third party). It is one of the most
effective and authentic ways to amplify and validate your message.
Industry
Influencers
Credibility
Expanded
reach
Brand
awareness
Thought
leadership
Free$0
Media
Publications

6. According to Nielsen, 92% of global consumers trust
earned media “above all other forms of advertising.”
92%

7. PAID MEDIA
Paid media is purchased, guaranteed placement across a number of platforms.
Paid allows you highly target your audience, depending on your particular
goals and budget.
BENEFITSCHANNELS
Highly targeted
Elevated exposure
for high-value
content
Guaranteed
audience
Native Advertising
(sponsored content,
social ads, etc.)
Paid placement/
amplification
Content
Discovery
Platforms
(Outbrain,
Taboola,
StumbleUpon,
etc.)

8. According to Nielsen, Native ads generated 82%
brand lift among users exposed to the ads.
82%

9. Publishing Process
All content should be published on a central owned publishing platform (most
likely your blog) first. After distributing through owned channels, you can begin
earned and paid efforts to amplify content, while making sure that traffic is
always directed toward your central platform. This way, every audience your
content reaches is directed back to the original source.
Existing fans,
Brand
loyalists,
customers
OWNED
Strangers,
targeted
audience
PAID
Targeted
audience
EARNED
CONTENT

10. For more info about expanding your content’s
reach, download our free e-book, The Ultimate
Guide to Content Distribution.
As you scale your content publishing, make sure to track your content
performance to see which channels are most effective for your content,
audience, and goals. No matter which channels you choose, make sure
the content you create is optimized for each platform.

11. For more visual inspiration,
visit columnfivemedia.com.
@columnfive
T. 949.614.0759
info@columnfive.com