In the beginning, the business website was a mere brochure.
Low value, low shareability, low findability.
Around 2005, a big shift happened thanks to content. Cutting-edge business websites became educational resources with valuable content that ranked well in search engines and benefited from the sharing functionality of emerging social media.
Soon, “cutting edge” became the expected norm due to the content marketing revolution. Low-value brochure sites became invisible to search and social, and quickly abandoned by visitors who managed to come across them.
We’re on the cusp of another big shift. One that will quickly become the expected norm for all websites, and yet will again provide a huge competitive advantage to early adopters.