We often have new customers ask us what the best approach is for breaking the code of content promotion. Is it purely organic reach, social amplification or is paid promotion the way to go?
The short answer is, all of these and more.
When content marketing first hit the market, brands used it as an opportunity to follow a formula for something they already knew, online advertising. Banner ads, spam emails and other forms of advertising were a precursor to the more recognized forms that we see today. In the mid-nineties, brands were spending upwards of $11,000 a week for banner advertisements.