CHAPTER 17
The Content Channel Plan in Action
BY JOE PULIZZI
If one is lucky, a solitary fantasy can totally transform one million realities.
MAYA ANGELOU
Now that content marketing has been explained, the content niche and strategy have been delineated, and the specifics of content management and process have been worked out, it’s time to examine content distribution.
Many content businesses start with channels (for example, Twitter and Instagram) 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 several channel plans, and almost all of them are confusing. For this part of the book, I ...
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