Nothing stimulates heated discussion among marketers more than the age-old question: paid versus organic content – which works better? But savvy marketers will tell you that that’s not the real question. What every business should be asking is “How does paid and organic content work, period?” because, the truth is, they both work, they just work differently.
Organic content works better in building relationships with your brand’s target audience. That’s key for developing loyal customers and repeat sales. Of course, it takes time to build relationships, so the true value of organic may only be seen in the long term. It’s a slow process that involves a long-term commitment to provide high quality content over time.
On the other hand, paid social media campaigns have a set time period and amount of exposure, so their effects are faster and more controllable. The aims of paid content are improving brand awareness, promoting specific things (products, services, and events, for example), driving conversions, and supporting organic content by giving it a “boost.”