Rethinking Content Distribution: Build a Multichannel Strategy that Actually Works
The page discusses how content creation alone isn’t enough — you need distribution that reaches the right audiences. It introduces the problems with relying on a single channel and explains the difference between multichannel vs omnichannel distribution. It then outlines a strategy: knowing your audience, choosing the right channels (owned, earned, paid), repurposing content into different formats per platform, planning with calendars and tools, and how to measure & optimise performance. It also gives best practices for execution: consistent messaging, format adaptation, testing & iterating.