Instead of one-way interruption, Web marketing is about delivering useful content at just the right moment that a buyer needs it.

If you are a marketing professional who wants to reach your buyers directly, many experts will say that the media is the only way to tell your story, and that press releases only to reach journalists - not your buyers directly. They'll say that bloggers are geeks in pajamas who don't matter. They are wrong.

You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.

On the web, you are what you publish.

The difference is conflict, an important yet overlooked aspect of all good communications.

Don't start by talking about your products and services instead think about the people you are trying to reach

Nobody cares about your products (except you)