Section 4: Distribution plan

Now that you've crafted your story and developed your narrative, it’s time to ensure that your message reaches your audience in the most effective way possible.

1/ Define your channels

Start by identifying the best channels for your use case. Ask yourself: where do my ICPs spend the most time?

2/ Choose execution strategy for each channel

Based on the platform, determine the execution strategy you’ll use. Will you be posting organic content, running paid ads, or doing influencer marketing?

For each channel, think about what format works best. Should you create visual content like videos and infographics, or is it better to go for long-form content like articles or case studies?

3/ Timing & frequency

Consider the timing and frequency of your content. Plan when and how often you will release your campaign content across different channels.

• Timing could vary based on seasonality, trends, or specific dates (e.g., product launches, events, or holidays).
• Frequency depends on the type of campaign. Do you need a continuous drip-feed of content, or will periodic bursts of activity work better?

4/ Budget & resource allocation

Based on channels and strategy, create a rough budget breakdown for each channel (e.g., how much of your budget will go to paid social media ads vs. content creation).

5/ Tracking & measuring success

Define KPIs for each channel. What metrics will indicate success? For example, is it about click-through rates, engagement rates, or conversions?