I've recently read a great article by Jeremiah Owyang on what he believes the corporate website will be in 5 years time.
http://www.web-strategist.com/blog/2007/07/16/the-future-of-corporate-websites-in-2010-2013/#comments
Whilst I agree with a lot of what he says, I'm not sure that this will be the entire situation in 2012. But rather like today's web, we will have different companies at various points along the implementation path he proposes (and some still not on it at all) .
The importance of his words for me, is that he believes that there will be an evolution away from the core website we see today (which has itself been evolving). He sees a place where company content is not just within the 'walled garden' of the corporate website, but outside.
The question we may want to consider understanding is:
How does a company go about understanding and leveraging the amount of influence it has on the content outside its walled garden?
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