The development of content by the savvy peace builder is the only way to begin to market their products, approach and philosophies successfully. But there are a few issues to consider first:

Finding the time to make content—We addressed this in the article that we wrote about the step-by-step of blog content development, (link here) and, many of the same arguments for making time to blog (link here), apply to making time to create images, videos, gifs, and other forms of content for a website,  a social media stream, or an email list. Finding the time means that you will have to get creative, with how you divide up your time to develop and create your content. When finding the time to make content, we recommend budgeting in the following ways: 

  • 60% of the time goes to researching content development and reading what other people are writing in a variety of areas related to your content and approach. 
  • 25% of time goes to writing about the business, the approach and using what has been researched to get a better grip on what the offerings are in your peace niche. 
  • 15% of your time should be spent on distribution, because a lot of distribution these days is automated, through platforms such as Hootsuite (link here), Buffer (link here), Mailchimp (link here) and even Tweetdeck (link here). 

Finding the money to make content—This fact—that sometimes the savvy peace builder needs to pay (and get paid) to generate good content—should be a part of a larger business strategy. PPC is the acronym for pay-per-click, where either a platform (like Twitter) gets paid by when a person looks at the content a peace builder creates. Or, it can also describe a situation where a person (like a peace builder) gets paid when someone clicks on their content. Affiliate marketing is a little different and involves you getting paid for promoting a product for an organization on your blog—or in a video, Tweet, and so on, and so on. We have our own opinions about the percentages, but suffice it to say that PPC, Paid Search, Organic Search, affiliate marketing and other forms of “finding the money” should match overall content development goals.

Finding the platforms—Everyday, it seems, a new content platform pops up, with fancy features and just a sense of overall “newness.” However, the savvy peace builder knows every platform is not created equal and that multiple options exist for distributing various content types. 

The deep challenge for the savvy peace builder is too shift their focus from personally thinking about these platforms as content consumption destinations, to business thinking about these platforms as content distribution places.

Let’s look at the five most popular platforms for the savvy peace builder:

  • Twitter—A distribution platform for links, short written content (120 characters or less), images with text accompanying them (those quote texts from your blog posts) and (increasingly) 20 second videos.
  • Facebook—A distribution platform for short, written content (60 characters or less), images with text and embedded links, and 1-2 minute long videos.
  • LinkedIn—A distribution platform for long form content (120 – 300 words), images without text and plenty of links to external blogs (like yours) and no video (yet).
  • Pinterest—A distribution platform for images with quotes, links to outside-the-platform-content, and no video (again, yet).
  • YouTube—A distribution platform for short-form video (2-3 minutes), short form text (no more than 40-50 characters) and no images with text unless they come embedded in a video.

Each platform has its own rules, posting schedules, audiences, languages, and focuses. With the rise of micro-platforms, such as Vine, Meerkat, Snapchat, Instagram, and even the much vaunted Tumblr, the savvy peace builder must be strategic with their distribution focus and above all else, patient. 

When developing content and distributing it, the savvy peace builder should remember that written words, audio clips, videos and images are ALL content. 

Next—How did he do that?

Questions or feedback about this? 

Please feel free to contact me via email or explore my blog,  The HSCT #Communication Blog, as well as take the time to talk with me via Twitter, the HSCT Facebook Page or even connect with me via LinkedIn.

By Jesan Sorrells


Jesan Sorrells is the founder, owner and principal conflict engagement consultant at Human Services Consulting and Training (HSCT), a boutique, private, conflict communication and corporate training consultancy, based out of Endicott, NY. HSCT focuses on delivering Christian based, alternative dispute resolution solutions in the areas of conflict communication, conflict skills development and conflict consulting for a variety of clients, including corporations, higher education organizations and nonprofits. HSCT accomplishes this by leveraging cutting edge, pioneering and entrepreneurial resolutions to conflict, communications, social media, and organizational development for its clients through trainings, seminars, workshops and 1-on-1 consulting.