Jim, a client, told me that it’s a running joke in his company: ‘If you want something to disappear forever, put it on our website.’
We let ourselves get away with it and we shouldn’t. Simply posting something to a website is not good enough. Do we really expect our customers to find our content among more than 150 billion web pages?
A customer that knows exactly what to search for can find what they need, but if they’re uncertain or are not yet aware that their industry is about to be disrupted, putting our solution on the web is a longshot at best.
Reaching customers will forever be a challenge, but if you have salespeople that call on prospects, mobile tools can provide a proactive way to use your content to consult and collaborate.
Unless we like odds of 150 billion to one, it’s not enough that it’s on the website.