The room to spend on paid media in most industries is finite. After a while, you always hit a ceiling on spend.
Similarly, if you’re creating content purely for SEO, you will hit a limit on how much traffic your content can drive.
It’s not that these plays are ineffective. They work and need to be implemented inside most companies.
But the real value to be created is when content and paid media to work hand in hand to target ideal customers to create demand.
This kind of marketing takes a true understanding of customers, a belief in the power of content and a willingness to invest paid media dollars to build a longer-term affinity within an industry.
In a paid social driven demand engine, content + paid is how you get to infinite distribution to scale revenue significantly faster.
Your competitors can’t just bid up where you’re investing like they can on finite, zero-sum channels like search because you’re never playing the same game.
It’s also how CAC comes down because the barrier to entry is creativity, not dollars.
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