John Porcaro is talking about conversational marketing. It's not the only thing you need to do; the "traditional" stuff certainly has its place. What's important is offering not just information, but some option for feedback and questions. It's hardly the case that the typical website answers all your questions; what do you do to get answers? Email contact points are only useful if you actually receive an answer in a reasonable timeframe - there have been plenty of times that I've gotten answers very, very slowly. Here are the salient points from John's post:
- Post information on your company or product website that is: A) relevant, B) current, and C) written in a human voice. If there's a reason for customers to come to your site, they'll come.
- Offer a way to ask for and collect feedback.
That second point is the more important one. This blog helps me get feedback; I get the idea that the various MS bloggers are helping MS get feedback as well. It's a useful channel that lowers the barrier for customers and interested parties