Channel prioritisation often devolves into guesswork or personal preference. A structured framework helps remove bias.
Rate each potential channel (e.g., SEO, GEO, email, paid social, webinars) across four criteria: Audience Fit (how well the channel reaches your target), Scalability (ability to grow without linear cost increases), Measurement Clarity (can you track impact effectively?) and Resource Requirements (skills and budget needed). Score each channel on a 1-5 scale for each criterion, then add the scores to see which channels naturally rise to the top.
This exercise exposes assumptions and allows leadership to make informed choices. Revisiting the scores quarterly keeps the plan aligned with evolving markets.
