There's been a number of good posts and articles recently with ideas for getting the most from content. To keep the post short, I'll summarize the main points and encourage you to follow the links for more.
Barry Lowenthal addresses an emerging shift in audience behavior, where access is replacing ownership as a driving motivation in audience demand for media content. One implication for content creators - make sure your content is available both for sale and rent.
Nathan Lump looks at things you can do to make online video content easy to find and more accessible, by taking advantage of digital networks' search, recommendation, and sharing capabilities and the potential for building partnerships.
Darcey Topham builds on the enthusiasm for online video to remind folks that making content available to all screens means making sure that the content is optimized for the wide range of screen sizes, formats, resolutions, and software.
Arnel Leyva considers how content creators and distributors can use digital media optimization to increase the value of their products to advertisers,
Maria Popova looks at Twitter as a form of information curation and authorship - "as a medium of conversational direction and a discovery platform for the (content) and conversations that matter." For content creators, Twitter can be another means of promotion, a source for ideas, and a help in identifying trends..
The general thrust here is that in a competitive media environment, you want to try to make your content as valuable, as widely available, and as easily discoverable as possible. Getting it on the digital media network is a step, but there are things you can do to improve your odds of success.
"I No Longer Want To Own Music. I Want To Be A Renter", Online Media Daily
"7 Ways to Get Your Content to Its Audience", Online Media Daily
"Online Video Content: Adapt for 'Any Screen' Consumption, or Bust". Online Video Insider
"Digital Media Optimization - The Advertising Afterthought", Online Media Daily
"In a new world of informational abundance, content curation is a new kind of authorship", Nieman Journalism Lab