Once tweeting and checking-in have become mainstream, the next trend in communications will be "passive conversation discovery," blogs Eloqua's Steve Woods. This conversation will be similar to the algorithm on Amazon.com that gives us our recommendations based on the items we have purchased or browsed.

I can see this coming by observing the emerging features of Google Reader. I can star blog posts I read, and share them with other Google users who follow me in Reader. Soon, I'm sure Google reader will cheerfully greet me with the message, "Hello, Veronica. Here are your reading recommendations for April 2," and present me with blog posts and articles it has searched that are similar to what I read on April 1. Not what I selected, mind you, but what it discovered for me. (Google Reader Play seems to go in this direction, but I can't quite figure it out yet.)

Beyond the blog posts I find in my Google Reader, conversation discovery would lead me to tweets, Facebook pages, and discussion threads. It would help me filter all the social media, and lead me to what it deems to be of interest to me.

Or rather: what you, as a B2B marketer, deem to be of interest to me?

The challenge for B2B marketers will be to make our content discoverable in these new contexts--not just static pages optimized for "traditional" search engines, but dynamic conversations, optimized for the next wave of search. That means not just writing about the product, but gettting other people talking about the product.

If that is interesting to you, please share this blog post with all your Friends.