Paid Media and Content scale differently. That's the main reason why companies jump to invest in paid media while hesitating to invest in content.
One has a low-barrier to entry (money). The other has a high-barrier to entry (time, effort and creativity).
Building the content engine for a company takes patience and playing the long-game.
Content is also how you scale paid media faster because all kinds of possibilities open up beyond the usual campaigns that everyone else in your market is competing for.
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