Peter Vander Wall argues organic content builds trust for free, but you need paid ads to drive people to it first. Use paid spend upfront for awareness, organic content to build trust, then paid retargeting to sell. This way you avoid expensive paid trust-building.
I don't believe organic content is like the end all be all, and I literally run a content agency. But I do believe it's a very crucial part of building a brand in this current business environment. I think a super powerful combo actually is pairing organic content with paid advertising. Essentially what you do is you spend a little bit of money on the front end to drive awareness for your organic content, and then you use the organic content completely for free to build trust with your audience and prove to them that you know what you're talking about. And then you use ads a little further on down the line to retarget and to actually like hard sell for your product or your service. And this is kind of two benefits, I think. So number one is you don't have to build trust through paid ads. Building trust, it takes a long time and that gets really, really expensive if you're trying to do that through paid advertising. And number two, you don't have to hard sell through your organic content. I think we all kind of realize at this point, organic content is not a great place to hard sell.
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