5 Hot Content-Sharing Tools For Tech PR

In tech PR, thought leadership requires more than innovative ideas. You also need an understanding of technology, as well as familiarity with hot platforms, so that you can pick the latest and greatest tools to effectively package and share your ideas with both media and influencers.

Basically, your musings on Twitter’s IPO should be shared—just don’t do it via MySpace. That’s embarrassing no matter how interesting the content is. There are more forward-looking platforms available today that you can use, with the platform serving as a reminder of your expertise.

Here are five of the most interesting, buzzed about tools for content sharing.

Medium & Svbtle
The brainchild of Twitter co-founder Evan Williams, Medium is a new publishing platform that emphasizes thoughtful, long-form content. What separates Medium from other standard blogging services, though, is the influential (btob) community that currently uses and supports it.

Thanks to Williams’ pedigree, media, business leaders and Silicon Valley’s Internet elite are all on Medium, either reading or writing. The interest in the platform is actually helping the content do well. Sure, it may be a niche audience, but it’s an influential one for marketing your own expertise. Svbtle is another publishing platform like Medium that’s similarly valuable for its influential community.

Here’s the kicker, though—for both Medium and Svbtle, reading is available, but writing is invite-only (makes shared content from either platform seem even more valuable—that you were accepted to be a writer indicates leadership). Invites are in-progress now (I just received mine!), so sign-up today.

Quora is a social Q&A platform that’s been around since 2009. You can answer any question posed by other users, or pose your own. But Yahoo Answers—a huge disappointment / mess—this is not. Quora is an actual value-add when looking at ways to highlight your thought leadership via content marketing.
You answer questions directly or via blog post – Quora has its own blog feature – which can build your online cred as an expert and, in some instances, generate leads. Moreover, though, Quora, like Medium, owns an influential, niche user base that you can interact with directly via questions and answers. This is key. There are other Q&A services out there, but they lack the insider chops that Quora has today.

LinkedIn’s SlideShare lets anyone share biz presentations and video. It also serves as a social discovery platform for users to find relevant content and connect with others who may share similar interests. The service has caught on beyond sharing, though and is literally seen as a content marketing channel.
The best part about SlideShare? Again, it’s all about community. SlideShare is a professional channel, with a who’s who of users in marketing, tech, advertising, etc. With it, you enable influence at scale and add substantial reach to your projects across a well-cultivated audience of btob professionals.

Facebook Notes
This might seem odd, but hear me out. Yes, Facebook has a micro-blog feature called Notes. No, you’ve probably never used it before (it’s buried in your third-party apps list). It’s actually, a strong, albeit basic, publishing platform. Many early adopters still use it, yet it hasn’t lived up to its potential.
So why should you use it? If you’re seeking to be a thought leader, you likely have an established following on Facebook, or at least you’re in the stages of building that following. What better way to connect with these followers than through Facebook, as opposed to new a presence elsewhere?

These are just a few of my favorite content-sharing services. Of course, there are hundreds of others. What platforms do you prefer?

In Tech PR, The Medium Is (Part of) The Message

I want to be seen as a thought leader,” said the tech company CEO to the PR professional.

We’ve all heard it. And it’s an encouraging sign for PR that CEOs at companies ranging from Fortune 500 businesses to startups are asking about it. They understand the value of building a personal brand and cultivating ownership of relevant issues.  And many technology businesses have a deep reservoir of talent and intellectual assets. They just need help to package and communicate those assets.

First, you need the thought capital. Innovative, differentiated points of view, coupled with insights that can move the conversation forward in your sector. That’s how you become a top voice—by having something interesting to say. Marc Benioff and Fred Wilson are great examples of thought leaders who got there not just by building successful businesses, but by having something to say.

But thoughts don’t translate into leadership unless they are shared and heard by the right people. There’s such a staggering amount of content available –  on the web, at conferences, and through direct sharing – that packaging and marketing those thoughts can feel like putting a message in a bottle.  You send it out and hope that it will find a receptive audience.

Great ideas need virality. They need legs. How to make sure they are shared?

Before you decide on tools to market your insight, consider this — in many technology sectors, the medium is also the message. Particularly in tech, the platform you use should have value beyond functionality. If it’s a cool, emerging medium, that in itself can help differentiate your brand.

That’s why services like Medium, Quora, SlideShare, Svbtle and Tumblr have weight.  Sharing content on platforms like these can infer a knowledge of technology and familiarity with hot platforms. It speaks to your interest in the space itself.

Don’t believe me? Take a look at this Gawker article. If you emailed a reporter with an AOL email address, according to Gawker, you’re “an old person, stuck in the mid-90s.” It’s a “digital AARP card,” they say. So yes, the tools and platforms you use matters.

This is where PR always helps—in creating or advising on content, but also on packaging. It can sound shallow, and there are exceptions that prove the rule, but the bottle that contains the message can say a lot about the sender.

In my next post, I’ll explore some of the newest and most interesting tools for sharing content.