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Simply put, paid ads are the quickest way to help potential customers discover your brand, targeting audiences specifically instead of waiting for them to find you organically. 

So you’ve been persuaded by the ‘content is king’ cliche BS but you’re not sure if you need a PAID marketing strategy
I mean what’s the point really, seems a bit redundant?

Sorry to say this but you couldn’t be more wrong   You need BOTH Content and paid marketing go together like Batman and Robin, The Undertaker and Kane, Paul Walker & Vin Diesel  Think of your paid marketing campaign like online dating
I know… but hear me out

You want to meet a partner, you go to the places where they are likely to be, after all there’s no point hanging out in your bedroom all the time!
Once you’re in the right place, then you will need to find a good match; single, not an axe murder, HAS A PULSE

So now you have a collection of eligible partners fitting the minimum criteria 

The next and most daunting task is finding out if any of them actually like you…

Do they enjoy morning hikes and green smoothies (like you do)   or are they night owls who prefer sticky clubs and Jägermeister?

Are they looking for a long term thing or a fleeting encounter?

The list is starting to narrow down even further

Once you’re there you have a group of partners with similar interests and ambitions who you could develop a real connection with  

This is dating.

This is a paid marketing ad.

With paid ads you are able to target potential customers based on their interests, intent or previous interaction with your brand. You can then further define based on criteria ranging from location, search terms, interests, demographics and previous purchases from pages visited.

This is defined as PPC (pay per click) meaning you only pay when someone clicks. Easy peasy lemon squeezy.