WHY CONTENT MARKETING BLOWS AWAY PAID ADS

17 Apr 2023

Watch on YouTube

The speaker contrasts paid media (ads) with earned media (content/organic attention), arguing that paid ads produce low-quality, top-of-funnel leads while earned media generates higher-quality business relationships—referrals and pre-qualified prospects. The speaker claims paid media still works but increasingly underperforms compared with earned media.

One of the shift that's going on right now is the difference between paid media and earned media. So everybody runs ads. And if you had any experience running ads on the Internet, you probably noticed the lead quality is dog shit, meaning, like they're just too far out, really top of funnel. Maybe they treat you just like a vendor. But the difference with earned media, and that's what's going on right now, is earned media provides you much higher quality business relationships. People that will refer you, people that already picked you before you even spoke to them. Paid media still works, but it works less and less. Earned media is what's working the best.