E-marketing Strategy: Content Consumption is Moving Beyond the Web Browser

Download the four major content apps I mentioned above and figure out how they work. They are all based on the same premise: a personalized collection of web content displayed more beautifully and with better organization. They all flip and swipe and scroll in wonderful ways that the web is just now beginning to figure out. Add your newly spruced feed into the app and check out your content presented more beautifully than you're used to seeing. Make sure it looks as good—if not better—than the feeds from the major media outlets.

3. Let your audience know that they can read your wonderful content from within these apps. There are currently people reading your web site who would prefer to be reading your content in one of their favorite apps. But, since you're not yet a "Zite Featured Feed," for example, these people haven't yet thought to add you to their daily content app routine. In your emails, web site sidebars, tweets and status updates, let people know that you've optimized your content for reading in Zite, Flipboard, Pulse and Currents. If this is the app your readers open every day to browse content, you want your content to be there. Encourage your readers to make the migration.

J.S. McDougall cofounded and recently sold Catalyst Webworks, a web design and marketing firm specializing in the book industry. He is the author of eight books about conducting business online, including "#tweetsmart," "Start Your Own Blogging Business" and "Content Marketing." He is currently a content strategy consultant and living with his wife in Massachusetts.