Why organic content is essential.

Organic content is the lifeline of a brand’s online presence. Organic content allows a brand to subtly implement their brand message and identity into everyday social media posts. It allows a brand to interact and engage with its customers as well as inform them of anything new going on. It also lets new customers know that your brand is active and accessible.

Organic content can range from anything that is posted about the brand, to anything posted about current events in the brand’s industry. It can be about a promotion, or something as simple as a clever tagline with a relevant visual. Organic content is often used as a way to post content that a brand wouldn’t use as an ad. It could be used to make a sales pitch, information on a brand’s product or service, or information on how a brand is dealing with a predicament in the marketplace.

When a user visits a brand’s social media page, they expect it to be active and posting consistently. If you visited a brand’s page and they hadn’t posted in a week, would you think they are easily accessible? If you had a question or a concern, would you be confident that your message or comment on their post would be heard? Brands who know how to utilize social media to their benefit know how important organic content is.

Along with organic content, the actual engagement with users on a brand’s page is essential. Answering a consumer’s questions, comments, and concerns lets other users know that your brand genuinely cares about helping their customers. It also increases the positive brand image that your brand’s online presence can portray. The more positive engagement between a brand and consumers, the more authentic and caring the brand appears in the consumer’s eyes.

Organic content is also the perfect way to put out a message that is not limited to a few words or less than 100 characters. It is the ideal way to better illustrate the brand’s beliefs and values, which help consumers identify with a brand. When consumers identify with a brand, that creates a bond of customer loyalty, which is nearly unbreakable if formed correctly. That conversation can be for a different time though.

Brands can post longer messages that give customers insights to how the brand thinks, what they value, and what the brand stands for. These longer posts can be about how grateful a brand is for their customers, how grateful they are for their employees, and really anything that aligns with the brands values. These type of posts should also be about industries that relate to the brand’s industry. These posts can (and should) also be related to the business’ community. This better helps the brand connect with not only its customers, but build a bond with the community and its members as well.