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.

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.

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.

Don't fear sharing your best ideas online: 1) Competition already knows what you are up to 2) People like leaders not followers.

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

Think like a publisher, not a marketer.

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