Nothing beats well-written, informative, entertaining content in all its forms: blog posts, tweets, videos, podcasts, images, webinars, or whitepapers. Place yourself in a position of being a knowledgeable expert (assuming you are, of course). Community is the context.
Moreover, keep content and commerce separate. Never the twain shall meet is a good rule of thumb. Editorial and advertorial content should be distant kin, if related at all.