In this day and age, the real key to successful marketing is a successful social media reach; if you aren’t doing that already, then you should start ASAP. You don’t just want to have a Facebook page with an address and phone number. If you want your business to be heard, you need to create high-quality content across numerous social media profiles. And the crazy part is that this isn’t something you can just throw money at and hope it works out. The key is “organic” content.
A lot of marketing professionals have dismissed the idea of “organic” content, especially in the age of paid advertising. Paid social media has enormous upside, but great content amplified in subtle ways is much more effective. That’s not to dismiss the idea of paid social media, but the simple fact is that bad content, no matter how much money you throw at it to promote it, is still bad content. If you have good content, you can do wonders by simply pairing the proper hashtags with minimal paid amplification. This is why investing in good content for your brand is such a valuable asset. If you’re a small business, it pays off to invest your time, money and effort on creating great content. You want to spend more on creating great content than amplifying your mediocre content.
Quality content is arguably the most important part of marketing to a younger audience. People under the age of 40 tend to discover a business by either searching it on Google or finding their content on social media. If they see a heavily-promoted piece of solidly mediocre content online, they might click on it, but chances are they won’t stay on it for a long time and it won’t yield a positive impact. Somebody who finds your content organically is an infinitely more valuable lead than somebody who comes through an ad buy.
There are a whole lot of paid tactics to help grow your audience, and this isn’t meant to discredit any of these. But if you’re going to use them, and see effective results, then they need to be paired with good content. Organic social traffic is the most natural and current state of the Internet, and it’s an amazing opportunity for brands to make their content grow properly.
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