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Cross Platform Publishing Adds Value to Content

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Cross platform publishing is a content management strategy that increases the value of content by making it useful in multiple distribution channels.

For example, I published the book “Online Marketing for Small Business” as an ebook and paperback. The content came from this website. I simply re-edited the articles and organized them under a common theme.

It’s an easy example of cross platform publishing — putting content on a website, in an ebook and in a paperback. What I did is nothing new. It’s a common tactic for many bloggers writing about many different topics.

Getting there is much easier with a planned strategy. The plan may be as simple as an outline that organizes the content under sections, subsections and single articles. The outline reaches fulfillment when each section and subsection have enough articles to achieve the book goals, such as 50,000 words in length.

Cross Platform Opportunities

Any website with deep content has an opportunity for cross platform publishing. Common traditional media examples include newspapers and magazines.

One of the most effective examples is the travel publisher Fodor’s. It publishes books, booklets, ebooks, websites and YouTube videos among other activities. It also has experimented with podcasting. The company rarely creates new content for each platform. Instead, it repurposes the original book content for use in multiple distribution channels.

Not every effort succeeds, of course. The company created a series of 16 podcasts for one book on Podomatic in 2012 that attracted one follower. The company has apparently stopped producing videos for YouTube after creating and uploading 65 of them.

It’s possible to speculate on why those two platforms didn’t succeed for the company. Fodor’s Travel is an expert in print publishing, which works well for books, ebooks and websites. It is not an expert in video and podcasting. Both platforms need much more new effort than simply pushing existing print content onto a website or into an ebook.

Cross platform publishing is a valuable tool in any content management strategy.



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