Michael Rogers, vice president communications for the Small Business Association of Michigan, interviews Joe Pulizzi, author of Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.  In Content Inc., he breaks down the business-startup process into six steps

• The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion
• Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists
  • Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.)
  • Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers
  • Diversification: Grow your business by expanding into multiple delivery channels
• Monetization: Now that your expertise is established, you can begin charging money for your products or services

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