If you’re a blogger it works by interviewing people & sharing the content on your blog. You then grow your authority, networks & credibility. Often then they will link to your blog & help you grow.
The other way is to integrate your website into lots of existing platforms (same metaphor) and let them promote your offering to their network. I.e. integrating your project management software into Xero, or eCommerce plugins for PayPal etc.
Same frameworks just different scenarios.