Other measurable benefits:
1) Champions - Evangelists you can talk to, who'll help build momentum

2) Credibility and reputation - Plants a flag, where people can find you and help you

3) Starts dialog - Refines your message and offering

def Spill-over effect. "traction" in one channel gets used to start another.

Kickstarter featuring example.

PR -> Kickstarter feature
Blogging -> PR
Conferences -> Content Marketing