Content Distribution
In one sentence
Getting the work in front of the people it was written for.
Analogy Mental model
A restaurant that does not only wait for walk-ins. It lists on delivery platforms, appears at food festivals and prints flyers.
In practice What you actually do
Three channels, all needed: owned, meaning the site, the list and the app; earned, meaning shares, coverage and other people's audiences; paid, meaning ads and recommendation networks. Most teams build the first and hope for the second.
Where people get burned Pitfalls
Publish and pray is the default failure. If nobody spends as long distributing a piece as writing it, it reaches the people already subscribed and nobody else.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →