Organic is gold

Gary Vaynerchuk at this week’s Possible event in Miami (Possible)

I have been evangelizing organic content for so long, it had to pay off one day. I have always said that your own website, your own content, is basically the only thing that you are in control of. Organic contents gives a brand credibility and it drastically improves your search ratings, of course. But mainly, it tells your story and stories are becoming more important day after day. I have numerous anecdotes and a few success stories to share on organic content that got attention. And is attention not the most important asset in marketing these days? Let me just add one from a “few” years ago below to illustrate.

But … back to this week. At Possible Event in Miami, one of my marketing heroes spoke out about the power of organic content. Of course, in his “no-holds-barred” manner, he quoted rather fiercely: “For 70 years, we have been guessing in war rooms, through our egos and our politics, on what the campaign or commercial should be, and then spend an ungodly amount of money disguising that it was probably a piece of shit. And now, we can post at scale with content that is relevant, see that human beings—not us in the industry—care about it, and have the ability to amplify it or campaign on top of it.”

He went on to urge CEO’s to put 20% of their marketing budget towards content creation for social media in any shape or form: video, text, audio, … The more creative your content is, the more meaningful and interesting, the better it will work. With all the changes in algorithms but mostly in the way your audience is consuming social media, good content is gold.

Just saying …