CHAPTER 20The Content Channel Plan in Action
It is impossible for a man to learnwhat he thinks he already knows.
EPICTETUS
Now that content marketing has been explained, the content niche and strategy delineated, and specifics of content management and process worked out, it’s time to examine content distribution.
Many organizations actually start with channels (for example, Twitter and Facebook) instead of first focusing on what goes in those channels. If you start with channels, there is little possibility you’ll be able to measure true impact without first developing the content strategy.
I’ve seen a number of channel plans, and almost all of them are confusing. For this part of the book, I want to make sure that you have a visual idea of ...
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