Why You Should Invest in Organic Content Marketing

Organic content marketing is more important than ever.

At a time when consumers are being overwhelmed by AI-generated clutter and becoming increasingly sceptical of paid ads which feel cold and fake, authentic, organic, expertly crafted content with human empathy built in is able to cut through the noise and deliver more impact for less budget.

And there’s evidence to back that up. While overall customer acquisition cost (CAC) has climbed around 60% in the last five years, businesses that use organic content marketing strategies report 41% lower CAC.

Low-cost organic content marketing vs expensive rented attention

As businesses with big marketing budgets compete for attention, the price of paid advertising continues to be driven up, yet they miss out on what really matters to customers: expertise, trust and credibility. Paid ads have their uses, delivering immediate visibility when needed, but that’s where the benefits end. Once you stop spending, the traffic comes to a dead-end.

Many of these businesses don’t understand the true value of organic content. They don’t have the people, the time, or the expertise to focus on high-ROI organic content marketing, so instead throw money at paid ads, buying rented attention.

Ownership, not the cost of rented attention decides the winner. A winning content marketing strategy comes from consistent, purposeful and expert content that engages your audience and earns trust.

The best marketing isn’t rented: it’s owned

Organic content influences what happens next when someone discovers your business. It demonstrates who you are, what you do and why potential customers should choose you. It connects all the parts of your marketing and turns interest into action.

And, as your library of assets grows, so too does its value, compounding over time. Organic content isn’t simply about posting a blog and waiting on traffic. Depending on your goals, with expert help, there’s a host of formats that you can put to work for your venture:

Backed by SEO, social media and email, it’s possible to design an incredibly powerful marketing funnel instead of misallocating budget to one paid channel. Organic search drives 53% of all website traffic, compounding value over time – not lost as soon as you stop paying.

Cut the bullspend. Invest in organic content marketing

There are now so many paid ads out there, that buyers filter them out, skipping anything that looks like a sales pitch. With a focus on educational organic content, you increase engagement and reduce your reliance on paid ads.

Paid advertising has a cost attached to every click and impression. Organic content doesn’t. Sure, it requires investment upfront to create, but after that, every lead comes with no cost. With paid ads, when your money runs out, so too do the leads.

Organic content isn’t free, but it is an investment in marketing infrastructure that will support your business goals well into the future.

Organic content makes you the expert, building trust and authority

Your next customer didn’t wake up this morning wanting to buy from you. They had a problem to solve. They were looking for a solution. This is where truly engaging content comes into its own, providing the expertise they need to find a answer to their problem. It just so happens that solution leads right to your business.

Organic content engages your prospect before the sales conversation begins then guides them along the journey from brand awareness to repeat customer.

More than ever, search engines are looking for E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. Nothing does this better than organic content.

Consistently publishing genuinely useful content demonstrates:

While a paid ad shouts at people telling them that you’re good, organic content gives them a reason to believe it. As well as helping you rank higher, that makes you the supplier of choice.

Making organic content marketing work for you

What really makes organic content shine is the expertise behind it – the strategy that pulls it all together to deliver business goals. For instance, one strong article can be reformatted into LinkedIn posts, an infographic, become part of a newsletter, a video, or even sales material. You’re not paying for a blog – you’re investing in a content engine that maximises engagement, sales and growth.

Initially, a single blog might do not much more than raise brand awareness, but as you build out a content pipeline, search visibility increases exponentially leading to more traffic, more authority and more opportunities. Which is turn means more content feeding more leads and more sales. Your library of content assets becomes a significant acquisition channel.

Organic content only works when it’s done properly. Which is where The Content Marketer can make all the difference. Of course, every venture is different, but depending on your business and objectives, there are a number of factors to be addressed in every campaign. These include:

Really benefiting from organic content isn’t simply blogging. It’s about strategising and refining to develop the best solution for your needs.

Get the right expertise and own it with The Content Marketer

Many businesses don’t do organic content properly. There’s no understanding, plan or resources for organic content, so it becomes inconsistent and low quality, so it’s undervalued. It seems easier to go down the paid advertising route. Paid advertising has a role – but organic content can do much more without the big budget.

Why build your entire marketing strategy around something you have to keep paying for when organic content gives you the opportunity to build something that grows in value?

Invest once and keep benefiting.

Want to build an organic content strategy that actually delivers? Get in touch with The Content Marketer.