Paid Acquisition Is a Perfectly Viable Growth Channel

Truly effective audience development is one of the hardest parts of building a media business. And in the early days, it can feel as if you’re fighting for every visitor. And if you’re doing the things that don’t scale, you really are fighting for each visitor.

At some point, you start to see the effects of compounding. You begin ranking more competitively for keywords, and your social followings grow, so more people find your content daily. It takes time, but if you’re creating great content, it’s one of the sure bets in business.