Publishing makes an article available. It does not put the article in front of the people who need it. Give every useful piece a route to its readers before you
Everyone assumed Zepto was burning money on billboards. Look at where those billboards actually stand, and a smarter plan shows up. It's less about brand and more about geography.
Channels do not fail because you got worse at them. They fail because they worked, other people noticed, and the price of attention rose to meet the value of it.