There are many traditional ways to grow your customer base or audience: referral programs, advertising, word-of-mouth, trade shows, etc. Have you also considered growing the number of devices or screens your content can be shared on? You may even be able to leverage the same content and share it with a much larger audience across multiple screens with minimal changes.

For example, books just aren’t mere books these days. You can read the same material online or download it to the popular Kindle wireless reading device. With the world’s largest bookseller Barnes & Noble’s recent announcement of its eBookstore, its eBooks will be available for download on various devices such as the iPod, smartphones or traditional laptops and computers. Google has spent much time digitizing print to share book content online with its users, and even via Android and iPhone.

Another example is YouTube. We all watch its videos online for personal and business reasons. If you subscribe to Netflix, instead of limiting yourself to a computer screen you can now enjoy YouTube videos right in your living room on your TV, or watch them on your iPhone at your convenience.

Clearly there are many more examples where any content is expected to be consumed across computers, mobile devices, TV and possibly other devices. When you plan your next campaign, whitepaper, learning video, etc, consider how else that content can be shared with others in addition to your originally intended channel or device. That may just drive you to redesign or change the message of your content.

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About the Author

Yvonne Yuen is a senior product manager at Lyris. She is responsible for defining and delivering customer requirements which improve their online marketing ROI.

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