In Step-5 you will learn about content distribution.

Even if you have high-quality content, it won’t achieve the results you want if you don’t reach your target audience.
There is a “sea” of information on the networks and your content can easily be lost. To obtain positive results your content must take advantage of the correct distribution channels.

There are three main categories of distribution channels that you can use: Owned, Paid, or Earned Media.  Let’s take a closer look at these distribution channels.

  1. Owned Media:  Social media pages such as Facebook, Twitter, YouTube, etc.  Publications, websites, blogs, applications, emails, and corporate events.
  2. Paid Media:  Facebook, Google Ads, and other affiliate marketing influencers.
  3. Earned Media:  Word of mouth from your customers, comments, interactions, reviews, documented experiences.  Take note that many of these are gained through the use of paid media.

 Activity Tips:

  1. List all of your owned media and make sure the content you have created is consistent.  (Refer to Steps 3 and 4 of this guide).
  2. For paid media; first set a budget based on the media platform to be used.  Consider it as a part of your budget if you are giving a gift or other incentive as an influencer for your product of service.

Tech Note: Although the option to promote (boost) on Facebook is an easy way to start in paid media, we recommend that you use a campaign through Facebook Ads Manager.

Establish the person(s) responsible for the ad campaign, the schedules, communication channels and standardization of responses to interact with your audience, whether using owned media or paid media.

Interaction as a brand is important to ensure proper promotion of your product or service.

We have provided links to digital resources for your reference.


1. Google Ads – Reference site

2. Facebook Ads Manager – Reference site

3. Hootsuite – Social Media Manager

4. Sendible – Manage and amplify multiple brands on social media