Search Engine Optimization done right can give you the opportunity to amplify your message and spread it to a much wider audience. I recently did an article on AboutUs.org on Ezine Articles.com as well as a number of other article directories on the web. The article was on the topic of Search Engine Optimization and specifically a new tool that AboutUs.org had just released.
One other method to amplify your message is by repurposing it in different formats. The example below is from Cinchcast.com