The average internet user spends roughly
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6. Create, Publish, and Distribute Content
Once your content is ready, share it where your target audience will find it. As Gupta notes in Digital Marketing Strategy and AI, there are many channels available, including your company’s website, YouTube channel, or other owned media.
Start with owned platforms—your website or email newsletter—where you maintain control and follow SEO best practices to ensure your content is discoverable by search engines and users.
Your omnichannel marketing strategy ensures a consistent brand experience across online and offline channels, including paid marketing and public relations (PR) efforts. Clearly define the steps and responsibilities for creating and distributing this content to keep all channels aligned with your digital strategy.
After publishing, consider cross-posting to other channels where your target audience is active, such as:
Social mediaplatforms: Facebook, Instagram, TikTok, LinkedIn, Threads, X
Video or live-streaming platforms: YouTube, Vimeo, Twitch
Forums: Reddit, Quora, Stack Overflow
Affiliate activities: Guest posts, takeovers, podcasts
7. Track Performance and Optimize
Even the most carefully crafted content doesn’t always land as expected. That’s why it’s essential to monitor content’s performance and make data-driven adjustments.
Use analytics tools to measure your results. Many platforms—like your content management systems (CMS) or social channels—offer built-in insights. Additional tools include Google Analytics, HubSpot, Semrush, Ahrefs, and Hotjar.
Choose metrics that align with your goals, such as monthly viewers, downloads, or clicks. Use these insights to refine future content and improve your overall strategy.
