Many marketers make the mistake of trying to keep too much control over their content, rather than allowing it to spread freely through the social Web, writes Jay Baer. Decentralized content, such as guest posts and comments on other blogs, help your brand reach new audiences, whereas centralized content is most likely to reach people who are already familiar with your brand, Baer writes. "Each and every time you decentralize your content, you make it findable by people who don't know you yet, and that's how you drive your business forward -- not by preaching to the choir," he writes.

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