Powering Content

Chapter 4. Defining Your Channels

How will you go about reaching your ideal audience? Answering this question involves thinking about channels. In any communication process, a channel is the medium with which a message is sent. You might be thinking about a specific message you want to share, and the proper channel will be instrumental in your being able to do so. This chapter explains how to select and prioritize communication channels that can truly amplify your content.

You are probably familiar with some of the most widespread online channels available to brands today: social media platforms, magazines, newspapers, and email newsletters, among many others. Are there any particular ones in which you invest more of your time? Chances are there is a brand trying to figure out the absolute best channel to reach you as you read these lines. Somewhere, a content creator is trying to send you (and people like you) a message through the platforms that affect you the most. All we are doing here is becoming that content creator. Essentially, we are trying to understand what is the best possible venue in which to hold our concert.

How to Keep Up with New Channels

The platforms that would have made great choices five years ago might not even exist anymore. In our fast-paced, real-time society it can be challenging to stay current with everything going on around communication channels. You might be wondering how to keep up with the overwhelming amount of changes, updates, and launches. ...