Web content today increasingly “moves around” and is accessed by readers independent of actually visiting a page on your website. In fact, in a sense you no longer are in complete control of your own content once you put it out on the Web.

Instead of gnashing your teeth over the supposed loss of control, consider it a marketing opportunity for your website and your business:

Web content used to just appear on individual webpages. But a revolutionary thing is happening. Your content now may be accessed by people in dozens of places — places that are not on your website or blog. This suggests new options for marketing your business, because your content becomes a “roving ambassador” for your company.

Read the five implications of using content as a roving ambassador to extend the reach of your website, in my latest column at Inc Technology: Do You Know Where Your Content Is?

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