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…

A little social media 101 I did for the agency a while back (that’s your truly on the V.O.).

A single, central web destination is no longer enough. You need to be where your customers already are. How well distributed are you now? Do you offer opportunities for full engagement in each of your satellites, or do you only have a central presence? Are you providing tools to empower your customers to easily share your information and broaden your network organically? Read More…

B2B advertising has embraced social networks because of the connection opportunities they offer, but few efforts take full advantage of the opportunities. Social media can provide significant ROI at low cost — but only if you know how to use it.

Social media represents for business a range of web-based software components that when packaged together can offer the experience and value of a non-stop virtual trade show. It’s a way for suppliers and vendors to meet clients and prospects, show off assets and exchange information, all in a neutral space using common tools that everyone understands.

Specific social media benefits for B2B businesses include:

• Being part of the conversation: Social media is as more about connection and interaction than it is about content–what we used to call “networking” before it acquired such a digital connotation. Prospects, customers, vendors, and industry press are all engaged together on numerous social media platforms. Is your voice in the mix?

• Technology expertise & leadership: Any business with an offering or a value proposition involving technology has a mandate to foster a presence in leading-edge communication platforms. Not only does it support brand positioning, it enables access to others who share similar interests and influence. Read More…