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One Piece of Content: 6 Starting Points

  |  September 16, 2011   |  Comments

What is the best way to share your content with the world in a manner that showcases how valuable and fantastic your content really is?

In my last column, I talked about creating your digital snowflake - and defining your large level strategy. This week, I am taking that down a notch to what to do with the content you create to reach your target audience.

If you are an editor of any sort, you are an expert at creating content that is fantastic beyond belief. The question is what is the best way, and the right order to share it with the world in a manner that showcases how valuable and fantastic your content really is?

For every piece of content you create, there are six primary distribution points you should consider and strategize around:

  1. Twitter. Yes, it's only 140 characters, but it reaches influencers and people who can carry your message to others they influence. Make sure you tease the content, share the content throughout the day for at least three days, and follow it up with a thank you.
  2. Facebook. Twitter hits one crowd, but Facebook reaches another. They are different, and the Facebook fans like content after it is released, with snippets, photos, and deals instead of advance news. Keep that in mind when you are creating your distribution strategy.
  3. Your website. This is a no-brainer, but the part many editors need to be reminded of is how to swap out a few words here and there to make the article more visible to others in organize search. Companies like Skyword have tools that rank "searchability" and help improve distribution and awareness a ton.
  4. Your content container. What is a content container? It could be anything these days - it is the main vehicle in which your content is packaged and lives. This means a print magazine, digital magazine, app, or some other format. Whatever it is, this is where the main story lives. The whole story, including access to extras that could be hosted on your site in a hidden location.
  5. Forums. Most often overlooked, user forums are fantastic places to share your content. The key to using content forums is that you need to do your research. Find a few that have large fans and begin a personal conversation with them. Post often and be helpful. Then, when you have content to share, others will applaud you. People like helping others out. A good forum can often beat out Facebook and Twitter in exposure as they drive passionate fans.
  6. A personal blog. Finally, a personal blog is a fantastic place to post your content. Your personal blog is less of a place avidly followed by millions and more of a statement about who you are. People want to see what you have done before. It helps them connect to you on a deeper level. Beginning a personal blog that is a mixture of content you publish and personal insights (that align with your content theme) will help you create a well-rounded outreach plan. And, the added bonus is, your blog can be linked to many social outlets like LinkedIn to help your content be shared on larger levels.

How many of these six distribution points are you active in? And which ones work best for you?

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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