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I like how Jon Morris tells this story. While he offers several “key takeaways,” for me there is one really BIG key takeaway.

In his words, he shares

Provide your influencer with exclusivity in viewing and sharing your personalized content. Allowing them to create the first surge of the sharing wave will help reinforce that they are an extremely valuable, important part in the process. But don’t rely on them for everything — have a two-pronged approach and invest in link building efforts to compliment the awesomizer’s reach.

Jon came to this revelation by experimenting with an infographic, which he created specifically for a Twitter power user to whom he gave exclusive rights to with no expectation of return. The risk paid off.

I like this strategy.

You don’t always have to be first to share your own content. In Jon’s case, he could have published his own infographic, but would it have gained the same amount of attention as the one he created for his Twitter pal? Not likely.

When he offered exclusivity to Travis on Twitter, he essentially allowed the power user to get the glory that comes with sharing something great with your audience. Travis, however, paid it back and passed that glory on to Jon and his team. When you pay it forward, good things happen to you.

Lesson to learn: You don’t always have to be first to share your own content.

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