November 8, 2006
A Million Little Pieces is the title of a great book by James Frey which is (or at least is alleged to be) a biographical account of his time in a drug rehab center.
It also is a phrase that pops up in my mind more and more often these days as I am watching where the Internet is going through the eyes of my portfolio companies and companies that are pitching me.
There was a day not long ago when the notion of taking content online meant putting it up on a website.
It is, I think, becoming increasingly clear that the way to distribute content on the web to the widest interested audience is not simply to put it up on your site but, more importantly, to put it out onto the web for other publishers — be they professional websites, bloggers, myspacers, whatever — to find and redistribute for you. You don’t want to hoard your great content within your site. You want a million little pieces of this content floating around the web and the blogosphere. And, if it is good stuff, you can bet that some random bloggers out there that you likely have never heard of is going to drive a ton of views of that content.
I know there are some who are still fighting this model (including one unnamed board member at an unnamed portfolio company of mine) but I for one am betting in a pretty big way that this is the new model.
The entrepreneurs who figure out how to best enable and/or monetize this model of content syndication will be the winners.