Content, content, content. There's no doubt that you've been told that content is important to your website's success. If you haven't been then I am telling you now. Without quality website content you will never find the success your website and marketing could have.
After explaining the importance of content the next question is, how will people find it. Great question!
Why?
First and foremost the sheer volume of people using search. In the US alone we perform 12 BILLION searches PER MONTH on average (Comscore). 12 BILLION...that's a heck of a lot. When people need to find something more often than not the first thing they do is turn to a search engine.
That brings me to my next point, intent. When someone performs a search for something on a search engine they want to find an answer and they want it quickly. Website content is the driver of those answers. Yes, you can post your content to social media and get readers, but the people that come across those posts aren't necessarily looking for the answer that you can provide at that time (usually they are just stalking their friends).
So, your website must be optimized for search engines (SEO). The content you write must be not only indexed by search engines, but the search engine must also understand how to correlate it to the searchers users are performing. If you have a website with poor SEO but you are writing tons of content, you are treading water and will get nowhere.
The advantages of PPC advertising over SEO are control and speed. With PPC you can control the message, when your ad is shown, where an individual clicks, and even who sees the ads.
PPC is also fast. You can write a great piece of content and have people finding it within an hour. SEO takes time and with the competition, you will not be able to control the exact keywords in which your results are shown.