Abstract: A content distribution service associates tags with specific digital content (e.g., a content feed) managed by a publisher. A client subscribes to a content feed by use of the tag assigned thereto. Subscribing to a tag may comprise receiving content from the publisher, including follow-up content. A client may receive additional follow-up content in response to certain conditions, such as client activity in the application, subscription to other tags, updates from the publisher, and/or the like. The client retains control over the tag subscriptions, and may unsubscribe and/or deactivate a tag at any time. Tag content may be distributed through a specialized communication channel that is separate from other, general-purpose communication channels of the client. The client may subscribe to a tag without exposing personal information to the publisher.