On the surface, paid content promotion is a concept that seems to conflict with the inbound marketing methodology of, “If you build it, they will come.” This is true to some degree, but as we’ve discussed before there are some outbound strategies that complement inbound efforts quite successfully – for instance, promotional products and PPC.
The content space, as we’ve said time and time again, is beyond crowded. This means that you could create a mind blowing piece of content, with average results. It may perform better than your other content, but not as well as it should.
This is where paid promotion comes into play.