David Meerman Scott, author, of “World Wide Rave,” gave a keynote on the new rules of marketing and PR. 
 He stated that the goal of marketing is to get the attention of others because “we are all about attention.”
A new rule is to get the attention of others by creating new and great information via the blogs and social media. Try and get customers and others to create content for you. “On the web, you are what you publish,” Scott said.
“If you have crappy content and you take it and search engine optimize it, you have slightly less crappy content.”

So how do you encourage people to share content? Through word of mouth. People want products that work for them.
Instead of speaking in marketing lingo, speak to them in a buyer persona language.