The document discusses credibility marketing and outlines the A-P-P-L-E approach, which stands for audit, position, plan, launch, and evaluate. It describes various credibility marketing tactics like bylined articles, case studies, testimonials, and speaking engagements that can be used to position oneself as an expert and increase awareness, credibility, leads, and sales. These tactics should be evaluated by tracking metrics like increases in awareness, changes in perception, and lead generation.