In the early days of the World Wide Web, those of us trying to figure out this new medium (especially business-wise) used to hear the phrase, “content is king” all the time. It was in part because there was so much emphasis on new and startling technologies that the purpose of it all sometimes got lost in the shuffle. It was also a way to raise the value and visibility of the content providers themselves, to be at least slightly commensurate with the exalted status of the technology suppliers. Everyone needed to get invested if this thing was gonna work.

Content is still king, but it rules increasingly by committee. The biggest web content provider is now the vast array of users themselves. Whereas once it took resources and expertise to disseminate information online, friendly technologies like blogs, social networks, and real-time communication tools such as Twitter now make it possible for anyone to be a broadcaster. What makes any particular content, communication, or information valuable, however, is the degree to which it is embraced, approved, and shared.

Providing sharable content is already a new fundamental for online marketing. It starts with the notion that branding is as much about expertise as it is about image and message. Ideas and information comprise expertise, and can be offered in a range of formats — text, image, video, even games and widgets and mini-applications — and through a variety of delivery systems. So, it’s no surprise, then, when even the likes of Microsoft gets in on content sharing.

And yet, in this accelerated world of ever-evolving modes of marketing communications, some traditional principles still apply. “It’s all in the execution,” for example, or, put another way, “the devil is in the details.” Embracing new paradigms is not enough. Smart strategy is useless without tight tactics.

Let’s look at a rather instructive example.

Microsoft runs a banner ad on Wired, and right inside the banner is the offer of what appears to be a useful article. Smart strategy: Create expert content, share expert content. And they are apparently making it very easy to get — my initial expectation is that I can download it right from the banner.

Except that I can’t.

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Social media is becoming the unlimited universe in which people are exchanging ideas, both profound and moronic.  It is the world people enter through their Internet devices to investigate any interest they might have.  And not related only to purchases, as the web was primarily viewed once upon a time (like, last year).

The web-enabled screen is like the world’s largest accessible library, business conference, tipline, entertainment source, and way to share your life with your friends.  Your browser is rapidly becoming the window through which everything passes.

The question is: What will you do with all the time you used to spend going to stores, libraries, conferences, making phone calls, attending seminars, searching out others who share your interests?