Your prospective customers no longer buy products blind. They want to know everything about their purchases before they put money down, and they don't want to get that information from your marketing materials. They need a place to read about the experiences of other customers, and to hear the details of the product that aren't covered by marketing. They want a place where they can get excited about their prospective ownership. Post-sale, they want a place to enthuse about their purchase, talk about possible upgrades and upsells and continue the cycle for incoming customers.

With the right community strategy, brand enthusiasts will create an environment where your products are constantly receiving cheap, reliable marketing. Better still, it's content that will be trusted by customers because it isn't explicitly a part of your message, or paid advertising.