Information Sheet No. 2
Where your content goes.
Distribution channels and content options, free and paid.
For owners deciding where to put their marketing time and budget.
Information sheet · 3 pages · PDF
Get the sheet
What’s inside
- Distribution channels: owned, social, events and earned, search and AI discovery, and paid
- Content options: six families of content you can make
- Where each content type can go: the full matrix
- Where to start: three moves, with a printable channel rating worksheet
Where each content type can go
Rows are what you make. Columns are the roads. Shaded cells are the natural home, where the content fits without rework.
| Content | Website and email | Social | Search and AI | Events and earned | Paid |
|---|---|---|---|---|---|
| Written | Publish on site, send in newsletter | Cut into posts and quotes | Core source for SEO and AI answers | Handouts, press pitches | Promote top pieces, sponsored newsletters |
| Social posts | Round up the best in email | Native home | Profiles and posts get indexed | Live posting from events | Boost the posts that already work |
| Native home, archive issues on site | Tease each issue | Archived issues rank over time | Invites and follow-up | List-growth ads, sponsored sends | |
| Video and audio | Embed on site, link in email | LinkedIn, YouTube, Instagram | YouTube is a search engine | Record talks, guest on podcasts | Video ads on YouTube and social |
| Events and print | Post the deck, email attendees | Photos and takeaways | Event page on your site | Native home | Sponsorships, booths, direct mail |
| Partners and education | Register on site, email series | Partner cross-posting | Recordings on site | Co-host and speak | Co-funded ads, trade press |
Every row has a free road and a paid road. Start in the shaded cells. Pick one row and one column to work first.
Where to start
- Rate your channels today. None, low, medium, or high effort. Be honest about what gets done.
- Pick one free channel to move up, and one content type to feed it. One row, one column.
- Add paid only where the message already works. Paid buys reach for a proven message. It can’t fix an unproven one.