In the early days of the Web, those of us trying to make sense of this new medium (especially business-wise) used to hear the phrase, “content is king” bandied about all the time. It was, in part, because there was so much emphasis on the new and startling technologies that the purpose of it all sometimes got lost in the shuffle. Admittedly, it was also a way to raise the value and visibility of content providers, to be at least slightly commensurate with the exalted status of the geeks. Everyone needed to get invested if this thing was gonna work.

Content is still king, but it rules increasingly by committee. The biggest web content provider is now the vast array of users themselves. Whereas once it took resources and expertise to disseminate information online, friendly formats like blogs, social networks, and tools like Twitter now make it possible for anyone to be a broadcaster. What makes any particular content valuable, however, is the degree to which it is embraced and shared.

Providing sharable content is already a new fundamental for online marketing. It starts with the notion that branding is as much about expertise as it is about image and message. Ideas and information comprise expertise, and can be offered in a range of formats — text, image, video, and even games, widgets and apps — and through a variety of delivery systems. It’s no surprise, then, when even the likes of Microsoft gets in on content sharing. And though it’s an all-too common hobby to bash them, particularly when it comes to their inattention to detail, here is yet another good idea that went bad in the hands of Microsoft. Read More…