The author argues that effective marketing content should be useful to the target audience rather than overtly promotional. She discusses how creating and freely distributing useful content through various publishing channels transformed her consulting firm's marketing approach. Specifically, the author notes that readers don't like being sold to directly and will instead associate a brand positively with high-quality, useful content even without a sales pitch. She provides examples of how freely publishing content in different formats can earn customer loyalty and data over time through ongoing engagement.