Because of Google – everyone today has access to research that we have never had before. So when you are considering a purchase what’s the first thing you do – Google it. Therefore shoppers (B2C) and buyers (B2B) are armed with more data than ever before and its going to get worse thanks to social media.

In Web 1.0 we saw companies create websites as outposts of their companies and immediately everyone had to have one. But in today’s Web 2.0 world all you have now is your content.

I used to hate hearing in the Web 1.0 world – content is King. But you know what? It came true. It’s been a game of whoever can create the most content wins.

Everyone is into thought leadership, custom content, podcasts, videocasts, community – which I think is great. And this hasn’t gone unnoticed – recent B2B Magazine article mentioned the top M&A target is a marketing company strong in integrating custom content and live events!

So what? So that means the entire first experiences of your brand online are all around the quality of content you put out there AND what people have to say about it. It’s time to crank on the quality of your content machine not just the quantity!