Visualizing Your Content Channels

Marketing to a technical audience can use many channels, and authentic content can flow through each, though each requires different team skills. The channels range from owned content such as blog posts, educational properties and guest posting, to community channels like social, forums, video, streaming, events and webinars, and paid options like sponsorship, advertising and newsletters. Sponsorships are described as ongoing, relational and often collaborative, while advertising is unlikely to bring many signups unless there is a compelling reason, and newsletters require intense editorial and research work that most teams are unlikely to have on staff.