Jing Gu

The one thing that the great answers above misses is content <> channel match. It's critical that you know where your target audience consumes information but you should also consider what types of content you're building. For example, on Reddit/Hackernews/forums, a link from a neutral third-party publication performs better than vendor-published blogs, video content doesn't work well on text-first platforms, technical content does well obviously on channels aimed at technical audiences.