Today’s availability of technology means that any business in any industry can develop an audience through consistent storytelling. No longer does the company with the biggest marketing budget win the most attention. Businesses are now rewarded on the substance of their message and on the audience they can attract through the consistent flow of information, according to Joe Pulizzi in his bookContent Inc: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.
My full review of the book is available at my business book reviews website.