Logos of Top 200 US NewspapersIn the digital age, text-based content alone is not enough to satisfy the media consumer. The rise of powerful mobile devices with high-speed Internet access allows users to consume every type of content, on demand, anywhere they go. If you want to appeal to users nowadays, you need to offer variety in media content delivery. That means embracing video, audio, text to speech, social media, and all the other digital tools at your disposal. It’s not just about new content, either. Repurposing existing content by presenting it in different formats is a great way to get the most mileage possible out of your archived content. Using reformatted content adds context to a story, supplementing existing information, or delivering the same story, but in new, interesting ways. Let’s take a look at some media content distribution tools that can boost digital appeal, and maximize the value media owners can get from every piece of content.


These days, video content appears all over the web. Social sites have made it easier to directly embed video, and fast, reliable Internet connections have made buffering a thing of the past.

  • It’s one thing to read an incredible story, and quite another to see the story in action. The visual and audio components of video content give the consumer a more complete, vivid picture of the story.
  • Video content also makes for a great follow-up story on topics already covered. Video can be used to answer questions, advance the conversation, and add new details to existing stories.


The term “blog” has come to mean a variety of different things, depending on which sites you frequent.

  • Blogs are a perfect place to put interesting facts that just missed the cut in the initial story, or reply to questions and comments from readers. A well-run blog can turn into a vibrant community where readers directly engage with media organizations.
  • Rethinking existing content by using blogs to break a long story down into short, manageable posts, catering to readers on the go.

Text to Speech

Some people don’t like to read, some don’t have the time, and some face accessibility challenges that keep them from reading. Text to speech allows content owners to reach larger audiences who otherwise wouldn’t be able to consume their content. While video, blogging, and audio all require a time investment, text to speech is an on-demand media content delivery service.

  • There’s no production time involved in offering text to speech. As soon as you publish a new piece of text-based content, your audience will have a one-click option to listen to your latest story.
  • Like video, text to speech is great for consumers on the go, allowing them to listen to latest news on the fly or save your content as an audio file and listen to it at their leisure on the device of their choice.
  • It’s not just about new content. Text to speech also works with your existing content, without any conversion work on your end.

[speech-enabling_websites] Image Credit: Lauren Michell Rabaino