Content Marketing: First it is nurture, then acquisition

Launching organic content alongside paid ads enhances the profitability of those ads. Prospective customers are likely to engage with both the ads and organic content before making decisions. Initially, content should focus on nurturing leads rather than maximizing views. Gradually, as a brand grows, the purpose of content can shift towards acquisition. For effective scaling, starting with an agency can provide necessary accountability and ensure consistent content creation. Prioritizing the quality of content is essential for growth, and overt promotional calls-to-action (CTAs) detract from engagement. Instead, valuable content should communicate offerings subtly through descriptions and links without interrupting the viewer's experience.