Okay, we’re all in agreement: written words, video, images, audio clips…it’s all content for the savvy peace builder. But how does the savvy peace builder take a piece of content forward, from conception to reality, in the world where there are two limitations: time and money

There are two ways, and the clever peace builder will have to do both in order to get content “out there.” First, there is the organic way: through developing relationships with professionals outside of the world of peace building, all sorts of content development techniques can be learned. However, the savvy peace builder may also be exposing herself to frauds and charlatans, so beware. Second, there is the paid way, which is exactly what it sounds like. Paying for content development eventually happens, no matter how much free advice and relationships are leveraged.

So, here are the parts in developing and managing content organically first. It’s a little different than just building blog content (which we talked about here) but the same day-to-day schedule for blog building can be applied here to these next few steps.

Part one: Develop a blog. We’ve addressed how to do this in previous posts, but researching and writing should be at the core of the peace builders’ practice. Now, all the blog writing doesn’t have to be long-form and research quality—however, we are sure an enterprising peace builder could build a content platform that way—but the writing should be reasonably free of logical errors and have a “voice” and a “tone.”

Part two: Develop a distribution scheme. We will deep dive into this topic in subsequent posts, but as we explained last time, different social media platforms offer different ways to distribute content to the people that matter: your audience of clients and fans! But if you just blog, they won’t come. 

Part three: Develop visual elements. We talked about quotes on slides, previously, but if you have a 120 character, tweetable quote, develop it into a slide quote with your image. There are several different platforms for developing quote based images where you don’t have to be a Photoshop genius. Canva.com is the one that I use.

Part four: Develop audio elements. We haven’t talked about podcasts too much, but if you read your blog posts, then you have the beginning elements of a podcast. Now the distribution scheme for a podcast is different than for a blog post (RSS feeds vs. Twitter feeds) but until there are audio elements, there’s not content.

Part five: Develop e-books & books. For the savvy peace builder, an e-book can be a great way to drive downloads and traffic to your site. E-books can be compiled as soon as you have a significant number of blog posts (say around 100 or so) and there are many web applications that are around now to help with the formatting and distribution. We like Liber.io.com but there are other good ones as well.

Part six: Develop videos. Videos don’t have to be boring and don’t have to just focus on the staid, tried and true methods, of creating training videos and seminar based content. Get a small camera and film yourself doing something related to your brand: peace building, marketing, reading a blog post into a microphone, or even the writing process. 

Also, scour YouTube and take a look at the cutting and editing process the YouTubers are using to make their stuff go viral. By the way, Vine—the home of the 6 second video—is also a video distribution platform, as well as Twitter, now that streaming videos are being integrated into feeds via Periscope and even Meerkat. Tweetstorm by video anyone?

So, there you have it! The six steps of developing content for the savvy peace builder.

Your results may vary. If they do, drop me a line and let me know.

Next—Native advertising, it’s not just for the Internet anymore.

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. http://www.hsconsultingandtraining.com