What once existed as a webpage now finds expression as an update on Facebook, a bit.ly link, a tweet, an email link or a reblog on Tumblr. Welcome to the age of “traveling content.”
Traveling content, a consequence of the social evolution of the Internet and smart bookmarklets, is changing how search works. Google +1, Google’s war on content farms, and Facebook’s partnership with Bing all elevate content people actually like over content designed to gin search algorithms.
Brands have only begun to grapple with the repercussions. Two big ones need their attention.