"Content remains king. "

HoustonChronicle.com - It's the Internet, stupid (Unfortunately, the Chronicle has removed this article from its site, so I cannot link to it for your reference. If you have access to a print copy of the November 21, 2004 paper, it was in the Outlook section. In the future, I will make a copy of the article that can be read after it is taken down.)

I was surprised to see the quote above in the Chronicle Outlook section today in a piece about the Internet and its impact on the latest election. This is the theme that we have been hearing in our clinics for many years now, and I did not expect to encounter it on a Sunday morning.

What the article is about is the continuing increasing influence of the Internet in another aspect of our lives, in this case, political decision-making. From my point of view, that is, as someone trying to learn how to use the Internet to promote businesses, the message reinforces my belief that we have not yet tapped the potential of the Internet as a medium of communication.

For we marketers, the challenge is to keep up with the spread of the Internet into more and more homes and businesses, and into the consciousness of the people we are trying to reach. The increasing reliance on the Internet for different kinds of communication broadens our potential reach, and we just have to learn better ways to utilize that reach to tell our own stories.