The idea of having a conversation with your marketplace, of sharing the passion and depth of knowledge inside your company with those outside your company, and of expecting those efforts to create meaningful impact in the new prospects that find out about your business due to word-of-mouth promotion is a staple of the 'marketing 2.0' philosophy.

Unfortunately there are far more blog entries about these ideas than there are good examples of their execution.

tv.winlibrary.com is a fantastic example. It shows how one guy, his buddy with a camera, and a boatload of expertise and passion can differentiate one online retailer from hundreds of others like him, and engage a community (and I'm sure sales results).

Check it out.

(Hat tip to BrandBrains where I stumbled onto this.)