Gary Vaynerchuk says over and over again that in order to be successful, you need to pull from both sides at once.
First, we build an audience by deploying content marketing. Start a show. Do a podcast. Host events. Hire a videographer and have them follow you around so that you can produce a vlog.
It doesn’t really matter, because the macro content is just fodder to produce your micro content anyway.
Once you’ve earned some equity, built an audience, and you’ve started to engage, position offers for your prospects to express interest by running the ads that drive your funnels to those engaged members of your tribe.
It’s one strategy, but they’re separate systems.