He points out that content is very scalable, there is great leverage in deploying it, thereby allowing the possibility of the most robust operating profits. Content, indeed, can become the engine which drives the marketing message. In fact, B2B sites, relying on their transactions for revenue, have discovered it's not so easy to lure visitors when all your site has is bare bones transactions, however, technologically sophisticated, efficient and profitable to users. People still want content. If they are in business, they particularly want content which will help them succeed in business, whether through strategy, keeping up with the latest technology, learning how to leverage the Internet, or seeing over the horizon to the next, hot trend.
Content is very portable and can be easily imbedded in other sites.
This deployment and replication of both ecommerce and content will empower Web sites, just as chain stores and print syndication empowered a previous generation of business. Business will be transformed and vastly enriched, both in the sense of empowerment and profitability.