Organic marketing can be seen as the direct opposite of paid marketing. Organic marketing is a simple yet highly effective marketing strategy where you patiently generate traffic to your website over time, rather than draw customers to yourself using paid ads. When you create content such as blog posts, guest posts, Facebook and Instagram posts concerning your blog or product without spending money to boost those posts, then what you are doing is organic marketing. Although it is not as immediate as paid marketing where your ads pop up to users on the first results page, organic marketing is still as important. This is given by the fact that if a user clicks on a paid ad and is directed to a landing page that is lacking of content, then the user would leave; and then the money spent on the ad would have been a waste.

Organic marketing does not eliminate cost

It is worthy of note that the fact that organic marketing does not involve using money to boost traffic, money must still be spent. You must make financial investment into your marketing strategy and whatever marketing apps you employ. However, you would not be directly paying to artificially boost the content’s reach or impression.

Traffic source

Your traffic source refers to what kind of content you create that generates traffic for you. These include but are not limited to the blog posts, guest posts and social media posts that you can create that come up on search results when a search is made relating to that topic. This is where keywords come in. Just as with paid marketing, your aim is to reach a target audience. You then have to learn about what your audience search for and what keywords they use to search for it. Your posts should be relevant to your audience such that they answer the questions and address the problems your audience types into the search field. But here, you do not pay to boost your reach, and that is why organic marketing strategy takes time.

How organic marketing works

It is true that organic marketing will not bring you customers within 24 hours as paid marketing would. Your posts may even take months before your audience starts noticing your unpaid posts but once they do, then you have built lasting traffic.

A single post on a subject is never enough to create to build you enough traffic. Organic marketing works by consistently building on the foundation you have laid. As you post more relevant content concerning a topic, Google detects their relevance and gives them priority.

Organic marketing techniques

To carry out organic marketing, do the following:

1. Optimize your content to your target audience

To begin your organic marketing, determine the wants and needs of your target audience. What do they search for? When you have answered these questions, and then create content that is relevant in that regard. On Facebook, you are allowed to select the age, location and gender, of your audience.

2. Employ Search Engine Optimization

On-page SEO as well as off-page SEO helps your entire website rank higher on Google. The SEO title of your page is one of the most important factors when it comes to on-page SEO. Title tags should include the keyword most relevant to what each page entails such that when Google detects them, they identify what the page is about and so offers them to users searching for such. Also include image tags and page description containing relevant keywords.

3. Build your website to satisfy your audience

A lot of people invest more into building external links and neglect their website. When users click on those links, they will be redirected to your website and when their expectations are not met, they leave in disappointment. Feed your website with worthy content such as blog posts, videos and pictures as well as files one could easily download for reference sake, such as PDFs. All these should be created to with the mindset of offering your audience what they seek.

4. Your website should be functional on smartphones just as with computers

Google now ranks websites based on how well they appear on smartphones and tablets. This is given by the fact that a vast majority surf the Internet using smartphones rather than computers.

5. Utilize the social media

Social media marketing is a significant aspect of organic marketing. When you have relevant content on your page, share to the various social media platforms such as Buffer, Hootsuite, LinkedIn, Facebook, etc. So long you are not paying the social media to boost the specific post, then it still counts as organic marketing.

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What is content marketing?

Content marketing is a strategic marketing approach through the use of consistent, relevant and valuable contents such as blogs and videos to address the problems faced by a target audience, with the ultimate aim of building a relationship with the audience, drawing their attention to a lasting solution to their problems in form of a product or service, thus obtaining customer patronage.

Content marketing does not have to do with simply advertising your product. In fact, content marketing does not put your product in the forefront of the content it distributes. The content created is such that helps answer the questions of users and solve their issues.

How to carry out content marketing

As have been implied, in content marketing, one does not just advertise a product. Content marketing is all about story telling. It is all about relationship building. To do content marketing is to offer content that have relevance to your target audience on an incessant basis, such that they turn to you whenever they run into a jam in that given field. Take for instance, you are an app developer. Your target audience would be those who have passion or need for apps and technology. What you then have to do is to distribute captivating content about apps and technology, answering frequently asked questions on app development, how useful it is, and how to go about developing an app. You have to release new content about new and diverse issues regarding apps and apps lovers consistently. By answering their questions and solving their problems, you show you care about them and not just your product.

By so doing, you are building a long-term relationship with your audience. Whenever they have questions concerning apps, they run to you. Eventually, when they need to make a purchase or develop an app, their loyalty already lies with you and so would rather patronize you than your competition.

Content marketing is a strategy used by world renowned brands

Research shows that content marketing is wildly used by prominent companies like Microsoft, Orbit media, Investopedia, Cisco Systems, TED, John Deere, GoPro, amongst others. It is highly noticeable how Investopedia comes up on the search results whenever a user makes a search relating to investments. Content marketing is not only used by big corporations — it is also very much effectually used by individuals, start-ups and SMEs.

Content marketing is what Jay Shetty does with his videos.

The 3D content model

As have been mentioned, content marketing is all about making your audience your prime focus rather than your product. To do this, you can apply the 3D content model:

1. Find a problem or “pain-point” peculiar to your audience
2. Structure your content to address that problem
3. Then map the content to the purchasing pattern of that particular audience.

When your content is tailored towards the right audience who have the problem that your content addresses, then your content marketing becomes a success.

Content marketing is unified into all other forms of marketing for optimum results

There are several marketing tactics used by different individuals and corporate bodies. You can employ as many strategies as relevant to you. But contrary to what one might think, content marketing should not be treated as a separate marketing technique but as a part of the whole process. In fact, quality content marketing makes up a huge chunk of marketing as a whole in this digital age.

This can be seen in the following:

• Social media marketing: to market via social media, you have to create quality and relevant content for your followers to build a long-lasting relationship.
• SEO: search engine optimization involves creating top quality, relevant content as these are what search engines give precedence.
• Digital PR: strategic Public Relations is about caring for the customer and not just the product.
• PPC marketing: PPC will not work without quality content behind it.

Content marketing drives traffic to your page, and ultimately customer-action in form of a purchase.

Benefits of content marketing

The three core benefits are:

• Cost-effectiveness
• Increased sales
• Acquisition of loyal customers.

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