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“Let meeeeee entertain you!”
Sang Robbie Williams… and our new in-house, organic-focused content creator.
Polished content is still very much our thing. Who doesn’t love a beautifully shot video, great lighting and, doing exactly what it’s meant to do within a sharp content strategy.
What we’re adding is our own little case study on organic content, the faster, rougher kind, built to see how our audience actually engages with us.
In this post:
We’re 110% certain paid ads still work, and we’re not walking away from them, no no no.
It’s just something about organic that we want to get good at, and we want to keep testing what works and what doesn’t, for our own content strategy and our clients.
Organic is where trust gets built before anyone’s ready to click an ad at all, and it’s the part of a content strategy that’s hardest to fake.
To test this properly, we needed someone to own it, so we brought on a new “Likeable” whose only job is our own organic content, not client work, not paid campaigns, just Likeable Lab’s socials.
Here’s a little ‘taste’ of what she’s been up to (we actually do think you’ll be entertained).
That’s a real commitment of time and money to a channel we don’t fully control yet. Content creators around New Zealand are making similar calls right now, because the businesses getting real traction organically are the ones treating it like a proper job, not a side task squeezed in between everything else.
Here’s the actual test we’re doing. Alongside the buttoned-up content we already do, we’re putting out stuff that’s faster to make and rougher round the edges.
Content that looks like it was made by a person on the day, because it was.
The point isn’t looking sloppy for the sake of it though. We want to know whether quickly edited content earns more genuine engagement than the polished stuff does, and whether the two work better as a pair than either does alone.
We don’t know yet if this works, but we’re gonna have some fun along the way figuring out if it does or not.
Moving faster and looser means more misses, and some content we’ll probably look back on and wince at. That’s the trade-off of testing in public instead of only publishing the wins.
We think it’s worth it, but ask us again in six months.
Organic is content you publish without putting any money behind it, built to earn attention on its own. Paid is content you pay a platform to put in front of more people.
Trust tends to get built before anyone’s ready to click on an ad, and that’s often easier to earn with something that looks like it came from a real person than something that looks like a campaign. We’re running it as our own case study to see if organic content builds that trust better than the polished stuff does on its own.
Not necessarily, but treating organic as a proper, resourced part of your content strategy rather than an afterthought is what tends to separate the accounts that grow from the ones that stall.
We’re testing this on ourselves before we’d ever push it on a client, and we’ll be honest about how it goes, good or bad. So join us for the ride along…
If you’re curious about what an organic content strategy could look like for your own business, let’s chat, we might even show you the flops.
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