There's an article up on iMediaConnection that's definitely a worthwhile read.  The author, Sheila Mooney, talks about the importance of using localized content to build a global audience.  Since the type of content media publishers decide to widgetize and distribute through different avenues is as important as how they go about packaging, and disseminating, it, the points made in this article are quite pertinent.

The crux of the piece?

"Consumers will seek out brand content, but only if it appeals to them on a local and personal level.  That's why your content strategy needs to factor in context as well."

I think the suggestion that content must appeal to people on a "personal" level is a very important one here.  You can view the entire article here.