DEVELOPING A CONTENT

DISTRIBUTION STRATEGY

Developing a content distribution strategy

involves setting a goal, identifying your
audience’s preferred channels, and running
statistically significant tests. Use this
worksheet to outline your distribution plan.

Need additional help or inspiration?

Review the HubSpot Academy lesson,
Developing a Content Distribution Strategy.
 PART 1 | Set Your Content Distribution Goal

Setting an effective content distribution goal involves two main steps:

brainstorming your purpose and crafting your goal. Use the questions below
to identify your goal.

Review the video, How to Set a Content Distribution Goal, for additional help.

1. What content are you sharing?

Notes:

2. Why are you sharing this content?

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3. What are your expectations after you promote this content?

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What is your purpose for distributing content?

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Developing a Content Distribution Strategy

 1 | Set Your Content Distribution Goal Continued
1. What is a goal that can help you achieve your purpose?
Define your goal below.

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2. Is your goal specific? If not, redefine your goal below.

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3. Is your goal measurable? If not, redefine your goal below.

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4. Is your goal attainable? If not, redefine your goal below.

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5. Is your goal relevant? If not, redefine your goal below.

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Developing a Content Distribution Strategy

 1 | Set Your Content Distribution Goal Continued

6. Is your goal time-bound? If not, redefine your goal below.

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What is your content distribution goal?

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PART 2 | Identify Your Audience’s Preferred Channels

Identifying your audience’s preferred channels involves gathering reliable

insights about their content consumption habits and online behaviors.

Review the video, How to Identify Your Audience’s Preferred Channels,

for additional help.

Check-off the following ways you’ll learn about your audience.

Use buyer personas.

Conduct online research.

Collect feedback.

Use audience insight tools.

Review my analytics.

Other:_____________________
Notes

Developing a Content Distribution Strategy

 2 | Identify Your Audience’s Preferred Channels Continued

Enter notes from your research below.

Notes:

What channels does your audience prefer?

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Developing a Content Distribution Strategy

 PART 3 | Testing a New Marketing Channel

Running tests is an informative and low-risk way to learn which channels work for
your audience. Use the following steps to build a statistically significant test that
will inform your next strategy.

Review the video, How to Test a New Marketing Channel, for additional help.

1. Choose a channel to test.

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2. Develop a hypothesis.

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3. Build your test.

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Developing a Content Distribution Strategy

 PART 3 | Testing a New Marketing Channel Continued
4. Run the experiment.

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5. Analyze your results.

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PART 4 | Outline Your Distribution Plan

Your results from Part 1, 2, and 3 are the foundation of your content distribution
strategy. Now it’s time to choose your channels, and outline important details
of your distribution plan.

Content Distribution Goal(s)

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Audience’s Preferred Channels

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Developing a Content Distribution Strategy

 PART 4 | Outline Your Distribution Plan Continued

Insights From Testing Marketing Channels

Notes:

Choose your channels based on your goal, target audience, and test results.
Place a checkmark next to the channels you’ll use.

CHANNEL ✔ NOTES

OWNED CHANNELS

Notes:
Website

Notes:
Email

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Social Media

EARNED CHANNELS

Notes:
Guest Post

Notes:
Online Forums/
Communities

Developing a Content Distribution Strategy

 PART 4 | Outline Your Distribution Plan Continued

CHANNEL ✔ NOTES

PAID CHANNELS

Notes:
Google Ads

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Social Media
Ads

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Paid Influencer
Ads

OTHER CHANNELS

Notes:
Channel 1

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Channel 2

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Channel 3

Notes:
Channel 4

Developing a Content Distribution Strategy

 PART 4 | Outline Your Distribution Plan Continued

Distribution Timeline

- [Insert Date]: [Insert Activity]

- [Insert Date]: [Insert Activity]

- [Insert Date]: [Insert Activity]
- [Insert Date]: [Insert Activity]

- [Insert Date]: [Insert Activity]

DRIs (Directly Responsible Individuals)

- [Insert DRI]: [Insert Responsibility]

- [Insert DRI]: [Insert Responsibility]
- [Insert DRI]: [Insert Responsibility]

- [Insert DRI]: [Insert Responsibility]

- [Insert DRI]: [Insert Responsibility]

Developing a Content Distribution Strategy

 PART 4 | Outline Your Distribution Plan Continued

KPIs (Key Performance Indicators)

- [Insert KPI]: [Insert How You'll Track This]

- [Insert KPI]: [Insert How You'll Track This]

- [Insert KPI]: [Insert How You'll Track This]
- [Insert KPI]: [Insert How You'll Track This]

- [Insert KPI]: [Insert How You'll Track This]

Each content distribution strategy is different.

Use the space below to enter other important details about your strategy.

Notes:

Developing a Content Distribution Strategy