Paid ads produce results immediately and stop when you stop paying. Content marketing produces results slowly but compounds indefinitely. Choose paid ads first when you need revenue now, your offer is proven, or you need fast feedback on what resonates. Choose content marketing first when you have time but limited budget, your product has a long consideration cycle, or you want a compounding owned asset. Most businesses need both within 12 months — start with whichever fits your current constraints, build the other as resources allow, and integrate them as your marketing matures.