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Jeff For Local Marketing explains why content creation beats paid ads as a long-term strategy. He uses the metaphor of planting a shade tree versus renting a cabana: one builds lasting value over time, the other is temporary and expensive.
Jeff For Local Marketing explains why content creation beats paid ads as a long-term strategy. He uses the metaphor of planting a shade tree versus renting a cabana: one builds lasting value over time, the other is temporary and expensive.
They know that they need to create content. Because here's a saying I came up with, you can rent the cabana. You know, like if you're on a pool and it's sunny outside, you say, well, I want to, I want to get out of the sun while I'm around the pool, I can rent that cabana. But you have to rent it every time. Or, or you can plant the oak tree and have the shade that you own for the rest of your life. Well, just like that shade tree, it takes a while for it to grow. So every piece of content you put out becomes another shade tre. And next thing you know, you can go outside and enjoy the pool all you want because you have your own shade, you no longer have to rent the cabana. When I say rent the cabana, I refer to that as, that's paid advertising. Every time you put something out and you say, I want to get some more eyes on it, I'm going to put some ads to it. Now I'm not saying that's bad, but it's nice. Once you have that shade tree, guess what? People want to come and enjoy your shade.
