In an age where consumers are becoming increasingly discerning and skeptical of traditional advertising, organic content has emerged as the future of marketing.

Unlike paid advertising, which often involves promotional messages that are explicitly sponsored, organic content is based on genuine, valuable, and engaging information that resonates with audiences.

Authentic Connection

This authenticity builds trust and credibility, connecting brands and consumers.

This post isn’t about how to create the best organic content – you’ll get a list of recommendations, free resources, and courses about content creation at the end of this post.

This post is a quick reality check on WHY organic content matters and why you need it now…

The Numbers Talk: Organic Content for The Win

Ad-blocking on the rise:

According to a report by the Global Web Index, 47% of internet users worldwide employed ad-blockers in 2021. This trend indicates that consumers are becoming increasingly resistant to traditional advertising methods, highlighting the importance of organic content as a more effective way to engage audiences and build trust.

Free Word Of Mouth

No one is sharing other people’s ads unless they’re in marketing or they’re making fun of how terrible they are! But organic content gets shared on social all the time.

This means free reach with every share and no additional advertising costs.

You get endorsements from real users which is far more enticing than a brand telling you how great it is.

In UGC we trust:

A study conducted by Stackla revealed that 86% of consumers believe authenticity is a key factor when deciding which brands to support, while 60% said that user-generated content (UGC) is the most authentic form of content.

When someone is making content for you, simply because they love what you do, you’ve won the content game.

You don’t get a more genuine connection to your audience than that.

Gen Z buys from Social

“Social media is the #1 channel to reach Gen Z consumers. We found that 93% of Gen Z spend an average of four hours daily on social media, and 57% of Gen Z have discovered a new product on social media within the past three months.” (more here.)

2023 Budget Increase

“69% of businesses plan to increase their content marketing budgets in 2023—that’s pretty impressive.” (more here.)

These statistics underscore the increasing importance of organic content in the marketing landscape, as consumers seek out authentic connections with brands and traditional advertising methods become less effective.

3 Quick Examples Of Successful Content Marketing Campaigns

“Share a Coke”

Coca-Cola: “Share a Coke” Campaign In 2011, Coca-Cola launched its highly successful “Share a Coke” campaign, which involved printing popular names on Coke bottles and cans.

This personalized approach encouraged customers to find and share Coke products featuring their own names or those of friends and family members. The campaign also featured an interactive website where users could create virtual Coke bottles with customized names and share them on social media.

As a result, Coca-Cola experienced a significant increase in sales, social media engagement, and brand sentiment.

The “Share a Coke” campaign demonstrated the power of user-generated content and personalization in driving customer engagement and loyalty.

Real Beauty Sketches

Dove: “Real Beauty Sketches” Dove’s “Real Beauty Sketches” campaign was launched in 2013 as part of the brand’s broader “Real Beauty” initiative, which aimed to challenge traditional beauty standards and promote body positivity.

The campaign featured a video in which a forensic artist sketched women based on their own descriptions of themselves and then based on how others described them. The resulting sketches revealed that the women often underestimated their own beauty.

The video quickly went viral, receiving millions of views and sparking widespread discussion about self-perception and beauty standards. Dove’s “Real Beauty Sketches” campaign showcased the power of emotionally resonant content that promotes a positive social message.

Will It Blend?

Blendtec: “Will It Blend?” Series In 2006, Blendtec, a company known for its high-performance blenders, launched its “Will It Blend?” video series on YouTube.

In each video, Blendtec’s founder, Tom Dickson, would blend various unusual objects, such as iPhones, golf balls, or glow sticks, to demonstrate the power and durability of the company’s blenders. The series was both entertaining and informative, showcasing the product’s capabilities in a fun and engaging way.

The “Will It Blend?” videos quickly gained a massive following, leading to a significant increase in brand awareness and sales for Blendtec.

What next?

Now that you’re creating organic content marketing campaigns, how do you make the most of the content you already have and improve your campaigns for the next cycle?

You start with a content audit. And instead of spending months auditing your content, Creatrix will do it for you in seconds.

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Read More:

The Auditors Secret: Auditing Your Digital Assets to Maximize Value

Content is Currency

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