Creating great content that educates and informs is always the best marketing strategy.

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.

It's no longer about pitching the Today Show. It's about creating content that will attract the Today Show.

...many organizations don't realize that they have a much better option-they can tell their story directly to an interested market.

Today's marketing success comes from self-publishing web content that people want to share. It's not about gimmicks. It's not about paying an agency to interrupt others.

You sell more when you stop selling.

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.