Ayaz Nanji is a digital strategist and co-founder of ICW Media, a marketing agency specializing in social media content and services for technology companies. In the article, “he” breaks down advertising into three main categories — native advertising, paid advertising and earned advertising — to show how different channels fit into a sales strategy. It also includes some tips on how to effectively distribute content. Get access to B2B Forum Online 2021 + one year of PRO. He is also a research author for MarketingProfs.