Maybe you clicked on this blog post because you were confused.
You might be thinking:
Organic content, are these people serious? That is so 2012. Didn’t Facebook obliterate organic content to oblivion with their million algorithm updates (RIP)? I’m so done spending 4 hours crafting a cute Facebook post that’s only going to get a like from Johnny from accounting.
Oh yeah, we totally hear you.
The pressure to create content for content’s sake can be such a time and energy suck.
That’s why smart brands choose to invest in Facebook and Instagram ads instead of expecting cat memes to boost their quarterly profits.
But here’s the thing: there’s more to organic content than nice Instagram posts that get zero love.
It’s time to start thinking about organic content in a different way.
It’s not because organic content doesn’t generate tons of $$$ that it doesn’t serve a (very important) purpose.
Think of it like a side-dish. One that’s kind of boring on its own, but without which the main meal would just taste… a bit meh.
So, for instance:
- Burgers and Fries
- Bacon and Eggs
- Macaroni & Cheese
(You get the idea).
That’s exactly what organic content is to paid advertising.
By itself, organic content ain’t’ going to win many awards, but when you pair it with a paid advertising strategy, you’ve got a winning recipe.
So, how do you cook up some great organic content that serves a real purpose (without being a massive time-kill)?
1. Use organic content to make it easier for people to get to know you
When you run a paid ad campaign to an audience who’s never heard of you before, they’ll do their research before buying a thing from your online store.
Why? To suss you out, for starters. They’ll also want to see if people have written nice things about you, and that your brand values align with theirs.
According to a recent study by Forresters, nearly seven in ten Millennials say they actively consider company values when making a purchase.
This is especially true during a global crisis like COVID-19 where consumers are hyper-conscious of brand values – we’ve written all about this in another article (include link).
Now, the thing is, brand values can be tricky to communicate in just one Facebook or Instagram ad.
Besides, when you’re trying to drive people to your store, you want to keep the message brief and to the point – not post a 500-word essay about your brand’s life story.
That’s where organic content plays a powerful role.
Post the right mix of brand and value-driven content on your Facebook and Instagram feed, and potential customers will get a good idea of what you stand for in just one scroll.
Seeing that you’re posting regularly also increases trust and credibility. It tells customers that there are humans out there who can quickly help if there’s a problem with their order.
Which brings us to our next point…
2. Deliver the best community-management out there
A flawless community management strategy on social media is a MUST-HAVE for any online store worth their salt.
According to a research by Jay Baer, forty percent of customers who complain on social media expect a response within ONE HOUR.
And if you never get back to them, customer advocacy decreases by as much as 50%.
Yikes. You better be attending to that message inbox, and fast!
Now, you might be thinking: but what’s community management got to do with organic content?
It might seem surprising, but both are essentially the same thing.
Whether you’re replying to a private message, reposting a testimonial or thanking your followers for an important milestone, you’re engaging in relationship building.
It’s all about playing the long game, so to speak….
…. And oh boy, does that pay off! Check out our blog How To Grow A Loyal Customer Base That Loves Buying From You to see just how much (link to blog)
3. Don’t be afraid to get creative
One of the reasons why your organic content might not be getting the traction it used to in the good old days of 2012…
…. it’s because you’re still postin’ like it’s 2012.
In other words: a plain or photo or graphic with a paragraph of text with a couple IG stories to spice things up.
These posts do serve a purpose, but there are SO many other ways to do content. Think IGTV, Facebook stories, Instagram Shops, just to name a few.
Try these out and watch as the engagement rolls in.
P.S: This is super handy for your paid advertising strategy, too – you can build Custom Audiences and retarget peeps based on these interactions… How cool is that?
To wrap up…
Showing up for your audience consistently with an organic content strategy is going to help you build credibility, trust, affinity AND your custom audiences.
We do get that sometimes, you just don’t have the time to do it all. We can help! Drop us a line and we’ll set up a time to chat about all things organic content.