OK, I know I vanished again for a bit. I’ve been doing quite a bit of traveling and speaking at a number of conferences within my industry. More on that in the next few days. Today, though, just a quickie. I’ve pretty much admired Richard MacManus since I started doing this. He has a great piece on microcontent and its place in the future of the Web. As e-commerce increasingly relies on evolving distribution models, a company’s ability to represent its brand effectively across channels increasingly controlled by consumers may separate the long-term winners from the losers. Some argue that search marketing doesn’t allow a brand to represent itself most effectively. I’m betting that the folks who manage to figure out microcontent most effectively will create strong brands regardless of the distribution channel customers use to find those brands.
Cool stuff, Richard. Keep it up.