In today’s society, we’re all trying to move toward a more sustainable world, and many actions we carry out every day could mean great energy and money savings. One of the top five sustainable habits individuals do the most is choosing to eat an organic food source. Just like farmers produce organic food, great marketing companies have organic content.
Organic content is anything you produce that is not paid for and can be found by users through a keyword search in digital marketing and social media platforms. So, we think of great organic content, much like organic produce, grown and produced without outside influences or aids. Storytelling is not something you set in place and forget. As long as your business is going, so is your story. With organic content, you humanize and reinforce your brand by building trust. Best practices are to engage your audience by sharing valuable content, helpfully actionable, so consumers feel connected to your brand.
People love stories, and storytelling is essential for business, marketing, and life in general. Scientifically when we hear stories, it resonates in our brains boosting Oxytocin, our “feel good” hormone, and when you hear or read that story, our brain’s place is it. Great brands know this supercharged effect and put their marketing efforts towards engaging content.
Inorganic content 80% of consumers are sparked by your story’s caption or headlines. Therefore, using captivating headlines and SEO key familiar words increases your CTR, which improves your overall ranking.
A catchy headline captures your readers. Some examples are:
You’re running out of time
You need to know this cooking tip to survive
How to land your dream job
Stranded? Five survival tips
These are titles that make your reader want to know more. Producing this organic content daily or weekly on websites and social media platforms is critical to engage your audience and brand success.
On the other side, paid media advertising has become increasingly popular over the last ten years. Businesses use paid advertising and pay-per-click keywords to target a specific audience based on demographics, interest, etc.
(PPC) or pay-per-click is a digital internet marketing model; this is where advertisers pay a fee each time one of their ads on Google is clicked. Essentially you are buying visits to your website. An average cost of a PPC is $2.69 across all industries in Google Ad words, with the highest price of $54.91 for the word Insurance. With that being said, it stems back to great content. If you do not have a fantastic storyteller, you might pull out your checkbook and through it directly into the trash can. However, on the other side of the coin, if you are paying 100’s or 1000’s on ads with low content, individuals will not stop looking at it, click-through, or contact you.
The farmer’s overall goal is to go by the organic process to be environmentally conscious. In contrast, the marketing expert uses organic content to bring awareness to your brand while achieving successful financial sustainability for your bottom line. There is no reason that organic content and PPC cannot marry each other; together, they can impact a brand’s success, but it all begins with a tremendous organic story.