Where do you Decide to Post Which Kind of Content?

chris090413One question I receive quite often is this: “You create a lot of content. How do you know where to put each piece of content and why?” Up until fairly recently when I launched my brand new business magazine, my answer was a lot more cut and dry. But now that I’ve got several outlets for my content, the question definitely deserves revisiting. Plus, it gives me a chance to showcase ways you can use your various tools of the digital channel to build your own business out even more.

There Is Always An Intention and Goal

With everything I create, there’s an intention behind it that acts alongside the main “payload” of the piece. For instance, my goal with this piece for YOU is to educate you on ways to consider your use of content for your business efforts. MY goal is to also make you more aware of my new magazine, Owner magazine, because I know that when one is busy, people miss such announcements. So that’s the first rule. Have something for the person you intend to help with the content, and have something for yourself in mind.

Guide Them Where you Want Them To Interact With You

My blog, [chrisbrogan.com], exists for Google to absorb so that you can find it. It’s my real estate, my piece of property. My home base. And there is one strong intent with my blog: once you find me, I really really really want you to stick around, and by that, I mean, I want the opportunity to earn your attention. To that end, where I really want the interaction with you isn’t necessarily on the blog. It’s on my newsletter, which is quite different than my blog.

My blog is wonderful for what it does: get your eye. My newsletter is perfect for what I can BEST do for you: interact and connect and be helpful.

To this end, I write posts that you might find useful on my blog. I write newsletters directly to you that I feel you’ll identify with, want to implement, and might even want to discuss further. Thus, if you’re in your inbox, you can just hit reply, and type me out a little something. And magic of all magics, I’ll write back (most every time- I miss a few here and there).

Give Your BEST Stuff to the Inside Circle, and your JUICIEST stuff to the Winds

My newsletter is where my best work goes, bar none. It’s my favorite project. It’s where I put my most heart. My blog is where I put ideas like this one that I feel will be useful to you. Why? Because if you’ve given me access to your inbox, I’m trading you my BEST work there. If you’re reading my blog, and you like the idea, you might share it with others. That’s the heart of how I decide where material goes. Remember that your best customers/clients/community aren’t always your best sharers and vice versa. I have people who have purchased as many as THREE of my courses and haven’t tweeted or facebooked a soul about me. I think they think it’s better to keep my stuff a secret for competitive reasons.

And that’s how I decide. How do YOU decide? Where do you put your best work? And why?

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  • Monet Diamante

    Ah, thank you! I just posed this question on Twitter this morning. I posted something on Medium and actually had a huge response, so now I kind of wish I had posted on my blog instead. Would it be bad to post there and link back to Medium? Just leave it where it is and call it done? What do you think?

    • http://chrisbrogan.com/ Chris Brogan

      I think that if you send even MORE of your traffic to Medium, then you’re inviting everyone to leave your party for one that’s hosted by thousands instead of just you. It’s a dangerous proposition. Leave well enough alone, but the next time you post in Medium, make sure there’s a link (or two) back to your primary site in such a way that people might want to get to know more about you.

      • Monet Diamante

        Thanks for the feedback :) I did put a couple of links within the article back to my blog’s contact page and another article. Now I know to put the stuff I am not positive about on Medium and the really good stuff on my blog! Thanks Chris.

        • Ash

          Great question Monet. Thanks for the ‘party’ analogy Chris. Nicely put.

  • James Robor

    Hi Chris, how do you know what to put in blog posts and what to reserve for a book that you will sale? Blog posts material vs book material? Thanks

    • http://chrisbrogan.com/ Chris Brogan

      Great question. You can do about 10-20% of your blog’s content in a book most times and not upset anyone. Social Media 101 was actually about 90% blog content and people still liked it.

      But if you only have enough ideas for one or the other, make the blog a very good and HELPFUL piece of content that might also encourage people to the book.

      Remember that neither inherently makes you money. It’s what you do with the exposure to the ideas that makes you money.

      • Ash

        “Remember that neither inherently makes you money. It’s what you do with the exposure to the ideas that makes you money.” Great point. Subtle but important. Can you talk about what you mean by what you do with the exposure to the ideas?

  • Ash

    Great article. You make a very Interesting point.

    I have about 15K unique hits per month on my site and only 155 NL subscribers. If I kept the best content for my subscribers I would be putting my best foot forward to a small cross section of my readers.

    Sure they would want to share it with their friends etc but I would imagine they’re already doing that if they like the content in the newsletter.

    Keen to hear your thoughts


    • http://chrisbrogan.com/ Chris Brogan

      And believe me, once you grow that list, it’ll grow even more. That newsletter list will come to dwarf your site, once you give them a reason to be there. My newsletter is the BEST.

      • Ash

        OK cool … I’ll try it … I also need to figure out how to monetise the site/newsletter so I can do what I love for a living (rather than do my meaningless job in finance)

        • http://chrisbrogan.com/ Chris Brogan

          What’s your newsletter do to help others?

          • Ash

            It provides useful tips on productivity and stress reduction. The tips are free and aim to deliver the benefit of an improved lifestyle. Target audience is intended to be busy professionals who are time poor and are looking for life hacks around stress reduction and time saving techniques.

            My posts explain how I use mindfulness to be less ‘busy’ but more productive, I also talk about the getting things done approach to prioritise tasks, I also touch on apps that facilitate these hacks.

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  • http://twitter.com/miksas MikSas

    Just three points and wow, look how these did for you and your enterprise,Chris! Share more of your insights “to the winds” please, you never know who you are inspiring, Rock on!

    • http://chrisbrogan.com/ Chris Brogan

      Happy I could help. : )

  • http://www.nateanglin.com/ Anwell Steve

    Amazing! Creating valuable content to your blog is indeed a great way to create a great impact to someone’s life. It doesn’t matter how many contents you have, what matters most is how can your content be a great value to readers.

    • Ash

      Totally agree with that.

  • Liesha Petrovich

    Great article. I’m in the process of redefining my messaging and this helps puts things into perspective. Thanks!

    • http://chrisbrogan.com/ Chris Brogan

      Super! : )

  • Matt Searles

    Are you serious? Seriously?

    I guess I was expecting more on.. why you post which content where… and less about why I should sign up for your news letter. ( I’ve signed up but got dropped somewhere along the line )

    My thinking was “well you get to know your digital channels, communities, the different places where you might put what content… and it has something to do with that experience… and if you’re working in a way where you’re making content independently of what channel you want to put it… maybe you then remix it for that channel… or place.. or whatever.”

    I guess right now I’ve got my head mostly down going “create, create, create” and then somewhere along the line.. it’ll be “curate, curate, curate” for where to put what…

    Anyway.. it seems like a good question to me…..

    • http://chrisbrogan.com/ Chris Brogan

      I am serious, seriously. Sorry to let you down.

      WHy should you? It’s not my job to tell you why. If you don’t find value, don’t sign up. That’s an easy litmus.

      I definitely don’t remix anything, because what I loathe is when people cross-pollenate everything, thus making nothing unique or special.

      Keep creating. : )

      • Matt Searles

        Tis good that you’re seriously serious :)

        I’m not thinking of remixing = cross pollinating or saying the same thing in different channels. More like.. I built a bunch of content legos that I can configure in different ways.

        I’m not sure how to put it distinctly.. It’s like following some intuitive instinct where you’re blind folded and don’t really know what your doing.. but you know you have to go where it leads you.. and that’s sorta where I’m at in creating…

        I look at you and see someone who has blogging / social / etc.. down to a science / art.. but I can’t simply copy you cause it’s not right for me.. and so I go on my blindfolded journey

        After, and even while, I walk down the path I’m walking.. I have to figure out.. something like where to post which kind of content..

        So it is a problem I’m wrestling with.

        When I first read your post, I experienced it as if it were more about selling the news letter.. or about a sales funnel, or your personal / business objectives then about where to post what kind of content.

        But now.. It feels more like you’re saying something vaguely like… there’s what you have to do and what you live for doing.. and you take that spectrum and overlay it with… an engagement spectrum / sales journey… that and the old “built your business where you and your customer’s interest overlap” shtick..

        In any event.. for the record I always kinda dug your news letter..

      • http://joeltimothy.com/ Joel Wilson

        Regarding “I definitely don’t remix anything…” – Man, that rings true. It’s the main problem I have with all of the services that allow you to syndicate the same update across a dozen social platforms. I’m not sure if that’s exactly what you meant, but it does seem to dilute what’s being posted. It seems to me that the people I want to hear from have usually chosen to be very involved/engaged/active in just a few places, but they really show up there (and you know where to find them).

  • treptalks

    Definitely got me to sign up for your newsletter. Also, got to learn a little about the behind the scenes of how you think as a blogger.

    I think this is a question every blogger deals with, atleast in the beginning. What should I post on my facebook versus Google plus versus something else. Should it be the same or different.

    There should be intentionality behind every content and platform you choose to engage your audience in.

    • http://chrisbrogan.com/ Chris Brogan

      I deal with it now, 15 years into my career with blogging. : )

  • April Carter

    This is something I seem to have been doing instinctively. It just felt like there will always be a different kind of crowd who will interact with me on FB vs. YouTube vs. Twitter, so it seemed only natural to post based on who I want interacting with me or who is already interacting with me on each platform and what would be good for us both.

    Now that I’m aware of it, I can hone that skill, among all the other things. I am very much a beginner at socializing online in general, let alone creating and marketing content, and I’ve probably made a lot of mistakes already. However, your blog is helping me quite a bit.

    • http://chrisbrogan.com/ Chris Brogan

      But remember also that all those places you mentioned are places where you are “renting.” Do you ever send them to where you are owning?

      • April Carter

        There’s nowhere that I own yet. I’m getting my feet wet, getting my courage up, and, admittedly, just trying to get used to being acknowledged and talked to. I’ve spent most of my life trying to be invisible, so this is quite a dramatic about face. At the moment, all these rented platforms are like testing grounds. I am using them for the initial trial and error phases to determine what it is about me–what I have to offer–that other people will find interesting.

  • davemiller555

    Really helpful….

    • http://chrisbrogan.com/ Chris Brogan

      Thanks, Dave! : )

  • Kinex Media

    I’ve gained a lot from this and i’ll try to start taking these steps asap. Thanks for sharing

    • http://chrisbrogan.com/ Chris Brogan

      Well thank you!

  • Joan Stewart

    I have both an ezine and a blog and I try to always cross-promote.

    The ezine has a list of blog posts, with links, in each issue. The blog, of course, has the ezine sign-up box. At the end of blog posts, I’ll sometimes remind readers that if they like the blog, they’ll love the ezine.

    The “push” of the ezine and the “pull” of the blog are very powerful.

    • http://chrisbrogan.com/ Chris Brogan

      True that. Lots of flow, actually.

  • http://warrenwhitlock.com/social-media-expert Warren Whitlock

    I used to try to keep the “juicey” for the VIPs. Then I spoke WordCamp in #Vegas with a really smart guy who told the audience that he was giving his best for free. :)

    Been quoting you on that for years. Now have some awesome large clients who appreciate that it’s not secret content, but my attention that they are paying for.

    Thank you. This really makes it easy when I’m getting booked for an interview or speaking gig, write a blog or tweet. I just do what I can to give the audience what they are looking for.

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  • http://www.passionistas.me/ Passionistas

    Chris, I just came across your blog and I would like to say it is very informative and inspiring as I am looking to make a living blogging as well. Thanks for the info and encouragement!

  • james

    Totally agree

  • http://www.callboxinc.com/ Judy Caroll

    Educate readers. That’s the true essence making blogs. It must be on the right medium and the right community for posting it for saving credibility, And that links will deliver them straight through the blogs that convert possible leads.

    • http://www.TobyElwin.com/ Toby Elwin

      I get a greater education than, I believe, people who stop to read my posts. I try not to look at it as an education, but a conversation where I socialize what I think I know for feedback on how much I may not know.

      I find trying to communicate through a blog a wonderful challenge. Perhaps I am wrong on this, but I really do not look for leads, but for deeper insight and expanding my circle of influence.

  • Tulai Paul

    Why should we restrain ourselves only to magazines and journals? Let us turn to mobile phones. Most of the ad network companies have turned to the mobile world today. Admob or appnext or chartboost may be just a couple of names but a lot of members are there

  • http://butlerblog.com Chad Butler

    I find myself in a similar dilema quite frequently – where does this make the most sense. I really appreciate the concept of “if you’ve given me access to your inbox, I’m trading you my BEST work there.” I never really thought of it that way, but I certainly will now. Thanks for the advice, Chris!

    • http://www.TobyElwin.com/ Toby Elwin


      That is the unique perspective I had not had either.

  • Ania-Lee Swanepoel

    I truly enjoyed reading this perspective. It is so true that you should have a goal in mind and an intention with everything that you do, that way you aren’t just chatting mindlessly. I understand that the blog is a way of attracting people and getting them to see a “sneak peek” and then the true value comes from interaction and engagement- the newsletter. I think one of the biggest things that i am learning is that every social media outlet is different and therefore, you should cater every message differently. How do you align and figure out the content you post on the blog vs. the newsletter?

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  • http://www.TobyElwin.com/ Toby Elwin

    Connecting through social media is how I find and maintain my knowledge and shared learning.

    Blogging is how i socialize what I think I know and want to connect and try to articulate things I am see or may have done. My analysis and attempt to communicate experience is the joy I get from the post. The feedback creates the challenge to what I thought I knew.

    I have never worked a newsletter for my content, but was interested in how your newsletter is where you feel a more direct connection.

    Now that I am a part time blogger, my challenge: quality of interaction and time to build worthy content for unique channels of interaction. This is all the beautiful friction of social learning.

    Continued appreciation for sharing.

  • Cole Wiebe

    Hi Chris,

    Good advice: “Give your best stuff to the inside circle, and you juiciest stuff to the winds.”

    My experience would support your findings. I don’t believe a single client has ever tweeted or Facebook liked anything I’ve written, although most have followed me out of respect.

    - Cole

  • http://www.suzieqsolutions.com/ Suzanne Jones

    What a great idea! Give your best stuff to the inside circle. I am going to implement this immediately, thank you!

  • Kim Yuhl

    Where do I put my best work? I have a personal blog and a business blog and there is a pretty clear dilineation between the two. There is a link between the two and I try to be as apparent as I can.

    Writing for the blogs seems to fall into place. I think I need to improve on my newsletter. I love yours and when I read it each week, I definitely feel as if you are talking to me. I want to develop that gift.

    I think where I struggle most, is sharing the content. Do you share everything everywhere? I try to change up posting times and days to avoid my feeds looking identical (a pet peeve of mine) and include network specific information. Suggestions.

    This is the first time I am writing and I am a fan!

  • http://www.sktthemes.com/ Professional Wordpress Themes

    Instead of guest posting i always write content for my network of owned blogs.

    And then share it via social media. Sometimes i find myself lazy to share my own content and hope that people if they like the content will share it themselves.

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  • http://www.bigupticksocial.com/ Meloney Hall

    I liked your take on why some folks are not sharing your items — keeping those gems away from their competitors is really a wise strategy. Great article!

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  • http://www.riversagency.com/ Brooke

    This was an incredibly helpful and insightful blog post. I will certainly take some of these tips and use them with our clients. Thank you for this.

  • http://www.digitalinsights.in/ Digital Insights

    Really like the comment mentioned by you that, give your juiciest stuff to the insiders, but you put your best work where you are more strategically stable.

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  • Sam

    I generally like to treat social networks as outposts to distribute content and engage / help my community – all with the goal of eventually bringing people back to my site (which is the one online asset you can control).

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  • http://sanjose.fortuneinnovations.com/ Steve Wampler

    This post is really nice I like your insight very much .thank you

  • http://www.webmastersun.com/ WebmasterSun.com

    Real blogger, you wrote very good. Thanks for your aricle!