Shift to Organic Content

I’m currently in the last phase of my traineeship with Ihub Africa, we are currently at a stage where we plan and create a content strategy and social media content for an actual client that will be used in their digital assets.

In the past, companies relied more on paid media to raise brand awareness or increase conversion rates using major platforms such as Google and Facebook.

However, now companies/brands are diversifying their online presence by investing in earned media such as blogs, newsletters, email marketing, websites, etc.

There is a market shift from paid content to organic content marketing, which results in a high return on investment and it strengthens a loyal audience.

In this article, we’ll discover why brands are shifting toward organic content

• Higher costs, lower returns

Digital ad prices are on the rise across the board, with costs increasing across virtually all major players including Meta, Google, Amazon, and TikTok. According to an article written by Toby Codrington, the following factors are the reason for the increase in ad prices.

1. New advertising platforms like TikTok are experiencing significant price volatility as demand increases without benchmark pricing established.

2. Apple recently changed its ad targeting and privacy policies, making it increasingly difficult (and expensive) to reach your audience on social platforms like Facebook.

3. Rising Investment in Connected TV Will Increase Investment in YouTube, Driving Ad Rates.

• Organic Content marketing

In response to the increase in ad prices, brands are spending less on ads and are investing in organic content.

Owned media that are in demand currently are:

1. Blogs

2. Email marketing

3. Company’s website

4. Social profiles

5. Newsletter

When applying owned media, it’s essential to get SEO marketers to help get their work distributed to search engine result pages (SERP) and to other organic channels.

For businesses to enjoy success when applying organic content, they need content marketers who will set the strategies for each marketing funnel (Awareness, Consideration, and Conversion).

• Current state of content marketing

62% of companies are outsourcing content marketing work, as it saves time and resources to hire an expert marketer to quickly and efficiently deliver projects.

On average, marketers spend over 25% of their budget on content marketing

68% of people spend time online reading about brands that interest them.

Benefits of content marketing:

1. Improves brands loyalty

2. Generates leads

3. Increase direct sales

4. Costs 62% less than traditional marketing

5. Generates approximately 3 times as many leads as traditional marketing

Investing in organic content provides brands a competitive advantage, increases ROI, and saves them money.