There was a time, not too terribly long ago, when you could just put some information on your website, people would visit, find it (usually after sitting through a two-minute Flash intro), and then go on with their browsing.
Boy how times have changed.
These days, if you want your content to be found, not only should your website be optimized for search, but you should make it as easy as possible for people to find and share your content.
How, you might ask?
It could be that you publish news, insights and other information via a blog platform, and allow that content to be syndicated via an RSS feed. Visitors could then subscribe to that feed, and receive any future updates in a form that is most convenient to them — whether that’s through their feed reader of choice, via BlackBerry or other mobile device, Outlook and more.
It could be that you’ve created a Facebook Page for your business, and share your news and other relevant information there.
Or, it could be that you’ve established a personal, or professional presence on Twitter or other microblogging services, and share updates with your followers throughout the course of conversation over time.
No matter how you choose to do it, the fact is that you can no longer simply expect people to come to your website to find information about you and your company. There are too many other avenues through which they can find what they’re looking for, and in many cases they can bypass your website entirely to do it.
The communications landscape, particularly online, has changed dramatically in the past few years. What are you doing to keep up?