Content Marketing vs Paid Advertising Relative to Company Growth Phase

I’m frequently asked about advertising on social media sites like Facebook, Twitter, and LinkedIn. While I’m convinced that creating original content and publishing it for free is the best strategy over the long term, I also believe there are times that the advertising programs offered by the social networks including Facebook ads, Twitter ads, LinkedIn ads, and other advertising programs make sense.

When you are publishing an important research report or ebook or video on your blog or site, “boosting” on Facebook could be a great way to spread the news. For example, when I released my New Rules of Selling deck on SlideShare, I wanted to get the word out so I looked at a bunch of ways to push it out into the world including targeted advertising. That helped me to reach new people and accounted for a few thousand views.

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