30-second summary:
- Content that provides genuine answers to people also ask (PAA) questions attracts consumers to a brand’s owned media
- Be an early adopter that considers experimenting with the ever-changing social media features
- Creating thought leadership content is key to your organic SEO initiatives
- International content marketing requires an in-depth discussion of the brand’s business plan in each region
In today’s digital-first world, the connection between a consumer and a brand is continually changing, mostly due to the rise of search engines and, most recently, user-generated content (UGC) on social media. Search engines and social platforms make virtually all of the world’s information readily available to users.
Now, recovering from a global pandemic and being on the verge of another probable recession are hardly the ideal economic conditions imagined. Advertisers are still eager to expand their reach through paid media but the inflated prices are not delivering the same results as they did, say a year ago, even if they increase investment.
A more sustainable alternative to combat the situation brands currently find themselves in is to invest in organic assets, including organic social, and consider initiatives that generate long-term gains. This can help alleviate the need to spend high amounts of money on paid media. Brands may reap long-term benefits by capturing increased traffic online and will be in a far better position when things get back to normal. In a nutshell, consolidating your brand in overall organic assets is always a smart idea.
And while investing in organic means you can’t control every Google search or every time that your name is mentioned on social media, you can start building your brand and earning a positive reputation by sticking to some organic best practices.
Consider what ‘People also ask’ (PAA)
In order