Content brands an organization as a thought leader

Sure online content in all its forms – web sites, ebooks, white papers, direct-to-consumer news releases, podcasts, blogs – drives buyers to action. There is no doubt that online content turns browsers into buyers. But for many companies and individuals, Web content has a powerful, less obvious effect.

Content brands an organization as a thought leader. Instead of just directly selling, a great site, or blog, or news release and podcast series tells the world that you are smart, that you understand the market very well, and that you would be a person or an organization that would be valuable to do business with. Web content directly contributes to an organization's online reputation by showing thought leadership in the marketplace of ideas.

David Meerman Scott

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