Channel Strategy / Distribution Matrix
A channel strategy assigns each distribution channel a purpose, a primary audience, a content format, and a success metric, preventing the mistake of posting the same thing everywhere and calling it distribution. The PESO model (Paid, Earned, Shared, Owned) provides a useful taxonomy. For each channel the strategy answers: what does this channel do that others cannot, and what does success look like in 90 days?
Defines which channels you publish to, and the strategic role of each.
Owned → Earned → Paid → Shared
When to use this
- When a team posts to every platform reactively rather than strategically, the strategy is 'be everywhere.'
- When reporting shows high production volume but inconsistent reach, suggesting misalignment between content and channel fit.