The most effective way to market products and services online is to develop thought leadership-based content that existing and potential customers will actually want to read. Companies, nonprofits, rock bands, political candidates, and churches alike should develop content-rich websites and use blogs, podcasts, white papers, ebooks, email newsletters, and other web content to reach buyers directly. Exercising thought leadership—as opposed to advertising and product promotion— enhances an organization's positive reputation by setting it apart in the marketplace of ideas, branding it as an expert and as a trusted resource.
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