If you’ve spent any amount of time reading about social media marketing, you’ve probably come across the phrase “content is king.” While we fully agree with that statement, it’s important to understand that there is a big caveat. Far too many businesses are under the assumption that if they create a great piece of content and then put it out into the world, it will perform great. The reason things simply don’t work that way is because there are so many businesses and other channels competing for people’s attention when they’re online. Since there’s a lot of noise on the Internet, content that isn’t promoted will end up drowning. So if you’re investing time in creating awesome content, it’s important to put the right promotional efforts behind it as well.