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September 15, 2017

How you can Leverage Paid Content vs. Organic Content

By Desiree Doree

Now that you understand more about your audiences and how to develop them, let’s dive into increasing your audience’s engagement. We’ve all heard the terms used before: paid content and organic content. But what’s the difference? And how does that affect a small business or brand? Each has their place in a solid digital marketing or social media management strategy, but utilizing them will depend upon how you need to reach your audience. Let’s look at some frequently asked questions:

What is Paid Content vs. Organic Content?

Paid content is all content that you pay for to promote or “sponsor” in ansocial media icons on cell phone effort to increase how often the post gets seen and engaged with. This could be a Facebook boosted post, or ads on Facebook, Instagram, Twitter, Snapchat, and YouTube. The metrics tied to this type of content could be cost per click, lead acquisition cost, and more.

Organic content is considered any post that is created by the company and is not paid for (so no boosted posts or ads). This can be a general social media content calendar (we recommend this one) that is created and implemented without spending precious marketing dollars. It could also be content that is shared from other companies with similar or complementary products and services in comparison to what you offer.

Why should I use Paid or Organic Content?

Why are social media and content for these platforms even important, you ask? Like we said earlier, it’s all about meeting your customer where THEY are at. According to the Digital in 2017 Global Overview report conducted by We Are Social and HootSuite, there are 482 million active social media users around the world. That’s a great opportunity to maximize on a captive audience.

Whether paid or organic content is where you are most fruitful, there is definitely something to be said for making use of social media in your digital marketing strategy. It is also a way to have more brand presence across a variety of platforms – while 482 million users might be on social media, they aren’t all on Facebook.

Slide from report slide deck
This is slide 5 from the Digital in 2017 Global Overview Report from HootSuite and We Are Social.

 

How do you track the ROI?

Now, the extra-important stuff. How do we track the success and opportunities that lie within our strategies? It all depends on the data you want to collect!

  • For general engagement, social data, and other reporting features:
  • SproutSocial offers some great initial social media management plans – and they have very in-depth reporting features built right in
  • MavSocial is really great for storing content – like imagery, scheduling content, and tracking paid metrics directly in the platform
  • HootSuite is an inexpensive scheduling and content management platform, but its reporting metrics are minimal

Other ways to track the ROI for the paid content you use are the standard tools available within each social media platform, or consider other paid platforms like AdParlor or Wicked Reports. These tools have reporting for e-commerce data and sales, success of ad campaigns, and much more – check them out!

We want you to reach your audiences!

If you need support, GetUWired is here to help! Contact one of our marketing specialists today for a FREE 1-hour consult by giving us a call at 877-236-9094 or visiting us online at www.GetUWired.com!