I subscribe to a weekly newsletter from the million dollar coach, Alan Weiss. Every Monday he sends me a little thought-provoking message to start my week. This week's "Focus Point" goes like this:
There is a marketing difference between instigation and investigation. You should use "outreach" alternatives such as blogs and newsletters and speeches to instigate people to think differently, react to your intellectual property, and exhibit your thought leadership. Then they may be prompted to investigate your background, your depth and breadth, and that's what a web site is best at—displaying credibility. You don't want an overly promotional web site or a low key blog.
You can subscribe to Alan Weiss's newsletters at Summit Group Consulting.