Can you control how people see you, your company, your website? Suppose someone does a Google search on your name. Will the find your professional-looking blog, or will they find your Facebook profile with drunken pictures from college?
Suppose they do find your blog – can you be sure everyone who visits there will arrive at your carefully crafted “landing page”? Or will they do a search on Google that you happen to rank highly for, and end up at a sub-par post from three years ago that you hammered out at two in the morning? If that happens, how long do you think they’ll be sticking around for?
The point is, you can’t control how people find you anymore. That means you can’t rely on just your best content to sell (whether you’re a business or a blog).
Seth Godin talks about this in his Meatball Mondae post from this week:
Not only are there literally a million ways to discover you and your offerings, but rarely people hear your story the way you want it to be heard. The idea of a home page and a site map and a considered, well-lit entryway to your brand is quaint but unrealistic.
We’ve been doing the bundling so long, we forgot we were doing it.
The world just got unbundled. Like it or not, there you are.
He uses the the idea of things being “bundled” together, and explains the new reality as being very much “unbundled.” The real implication of that is that you can’t rely on just your best stuff to be valuable anymore. Everything that you offer, be it a piece of writing, a consultation, or an ice cream cone, has to be valuable – or it doesn’t matter.
People are going to find your little stuff, and if it isn’t valuable, they won’t be back.