--- title: Content brands an organization as a thought leader --- [Skip to main content](https://www.davidmeermanscott.com/blog/2006/08/content_brands_.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Content brands an organization as a thought leader August 26th, 2006 0 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) Sure online content in all its forms – web sites, ebooks, white papers, direct-to-consumer news releases, podcasts, blogs – drives buyers to action. There is no doubt that online content turns browsers into buyers. But for many companies and individuals, Web content has a powerful, less obvious effect. Content brands an organization as a thought leader. Instead of just directly selling, a great site, or blog, or news release and podcast series tells the world that you are smart, that you understand the market very well, and that you would be a person or an organization that would be valuable to do business with. Web content directly contributes to an organization's online reputation by showing thought leadership in the marketplace of ideas. [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. 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