Once you’ve decided what your digital asset is going to be, the next steps are to decide where it’s going to live (the medium), and how to distribute it (the channel.)
In general, the most common medium will be your own website, but it doesn’t have to be.
Your medium could also be YouTube, Google Places, Yelp, Amazon, Pinterest, or maybe the App Store.
Each medium is usually fit for a specific type of digital asset.
For example, a long video is probably a better fit for YouTube than Twitter or Instagram.
When you know the medium, you need to pick the way you’re going to get this asset on this medium to its target audience—in other words, pick the channel.
Like anything else in your strategy, your channel selection depends on decisions you’ve previously made.
If you picked YouTube as your channel, the ways to get traffic to your video could be YouTube SEO, YouTube Ads, getting your video embedded in other sites, or even getting other YouTubers to create videos about your video.
However, your digital asset is not the only thing that will influence your medium and channel selection.
Once again, you need to think of your persona and funnel stage.
For example, if you’re targeting people who are concerned with their online privacy and looking for a secure chat service…
…it might be a bad idea to create a social media ad for them since a lot of them are probably using ad blockers and privacy plugins.