Content distribution

Content marketing is two words right?

Yet generally, I see that most time content marketing focuses on creating content, not marketing it. This begs the question, was it worth spending so much time creating content if no one sees it.

Content distribution simply describes how you will surface content on your owned media, but mainly on other sites using paid digital media and earned digital media (online PR). Content distribution techniques include:

  • Content syndication – placements on other publishers including guest blogging
  • Paid digital media – including targeted ads in Facebook, Google and LinkedIn
  • Earned digital media – using influencer marketing and online PR for the content to be surfaced
  • Owned digital media –  messaging your own audience using email marketing or mobile messaging


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.