This is a pull model as opposed to our present exclusive reliance on a push model of pitching story ideas. We agreed that we need to create high quality content that is regularly discussed, remixed and linked to, using a human tone and aiming to add value to conversations taking place anyway.
A fascinating interview by Edelman with Jeff Levick, Vice President of Industry Development and Marketing, Americas for Google. Do read. The result of this new thinking: success & No 2 on YouTube for a week.