Publishing & Distribution

We use offline and online channels to share our story.

Offline channels include events, public relations, collateral and advertising. Events remain the single most popular and effective content marketing tactic. Traditional media retains considerable influence. Advertising is effective in driving awareness.

Our key “owned” online channel is our website/blog. As our “centre of gravity, we encourage our target audience to engage with our content on our website/blog. Email marketing is an important content marketing tactic.

Social media channels such as Facebook, Twitter and LinkedIn are a key part of any content marketing strategy. The growing reach and influence of social media means they are important channels for distribution and conversation. With a clear understanding of who we are trying to reach, engage and ultimately influence, we decide which of the social media channels will be most effective for our story and our audience.

While our “owned” online and offline channels are important, it’s essential we distribute our content on third party sites that are popular with our key audience. It may be a trade magazine, a Linked In group or paid support through a service such as Outbrain. The aim is to ensure our content is seen by our target audience at the right time.

Taking into account all of the variables assessed during the planning process, we agree on an editorial calendar. The calendar identifies the time, topic, type and channel through which each piece of content is to be published. It creates a comprehensive map of our online and offline content marketing activity. The calendar allows multiple stakeholders to see what information is being distributed and what time, through which channel.

If you are interested in finding out more about the importance of publishing and distribution to your content marketing efforts please contact contentgroup on +61 2 6273 0232 or

Public Sector Content Communication Weekly Updates