A Harmonious Union: Paid and Organic Content

Written by: Shannon Briggs

“Can’t we just run ads and not worry about the other stuff?”

“Why do I have to pay to be on Facebook? Posting is free.”

These are both common conversations I have with clients, colleagues, and friends. They are justified! As social media marketing becomes increasingly more complex, understanding the roles of different types of content are even more important. While “paid content” and “organic content” can sound like fancy marketing industry terms, it all boils down to whether there is money involved. Paid content involves ad dollars, and organic content does not. Yet, both are important for different reasons, and together they can make a social media strategy reach its full potential. 

Organic Content

Organic content includes the messages, visuals, and general marketing output that do not have advertising dollars behind them. If you take a beautiful photo and post it to Instagram, that’s organic content. If you film a dance video and upload it to TikTok, that’s organic content. This blog post I am writing right now? This is also organic content.

Organic content lays the foundation of any marketing campaign. It’s consistent, ongoing content that showcases your brand’s personality while offering a variety of messaging and engagement opportunities. With the right strategy, it will encourage your existing audience to engage with you and share your content to their network. Consider organic content as the public relations side of your marketing.

Paid Content

On the other hand, paid content is the advertising piece. It’s the content you put money behind. A boosted Facebook post and Instagram advertising campaign are both considered paid content. While organic content is more frequent, paid content will focus on the most important message you want your audience to receive. It’s more carefully curated. Paid content will also reach a much wider audience than your organic content, and you can often target down to specific details the exact audience you want to see your ad. 

A Harmonious Union

While it may seem like paid and organic content exist in silos, they actually work best together. It’s a classic situation where the sum is greater than the individual parts. Without organic content, paid content will look overly salesy and stiff. Without paid content, organic content will only reach so far. Organic content gives the paid a personality, and paid gives the organic a wider net. Grow the audience with paid and draw them in with the organic. 

While it’s possible to use one or the other, I always recommend doing both to get the most out of your social marketing plan.