No brand exists in a vacuum. To thrive and grow, it needs a constant influx of supporters who buy into its perspectives, points, and purposes and customers who buy its products.
A non-vacuum existence is the very reason marketing was invented – to draw interest by disseminating information about a brand’s favorable attributes, build desire for its products and services, and provide a clear pathway to make a purchase.
High-quality, high-value content can help achieve those goals on its own. But online noise and distractions, declining organic reach on social media, and ongoing shifts in search trends, getting that content seen and clicked often requires paid promotion.
