Yep. I love Larry Kim’s advice around unicorn content, it’s fantastic. I touch on that a little more on that in the post below. In my experience the benefits of creating a small amount of really exceptional content far outweighs the spray and pray approach to content marketing. And to Larry’s point, it’s those few, exceptional pieces that are the best match for ad $$ as well. Not every post or ebook is worth putting ad budget behind. Find your best pieces, never stop promoting them :)

Barbells vs. Treadmills: A Fresh Take on Content Strategy