Building a Content Strategy That Works for Both Paid and Organic

Published on 09.08.2025 by Chizoba T

When combining organic content with paid ads, you need a content strategy. Without one, you will expend considerable effort on content creation, but your content will not be visible. A good content creation strategy ensures that your content is seen by the right audience and at the right time. It can also help you attract and retain new customers. 

After visitors have landed on your site, you can use the content to educate and convince your audience, drawing them closer to your business objectives.

What is a Good Content Strategy?

A content strategy provides a comprehensive plan for creating, releasing, and managing content. It provides you with the guidance you need every step of the way, such as:

  • Writing or creating a video. Regardless of the type of content you create, whether blog posts, emails, articles, or social media posts and comments, you should aim to engage your audience and provide them with helpful information. Whether writing text posts or creating reels, remember that consistency is key to success on Instagram or any other platform.
  • Curating. A good strategy involves gathering content from reputable sources to ensure your audience is fully engaged and builds relationships with other industry players.
  • Multimedia presentation. You need to create a variety of multimedia elements, such as videos, images, and content, that inform and entertain audiences with their business goals.
  • Content release. A key part of the content strategy is posting content on a regular schedule to ensure that your audience will keep asking for more.
  • Content maintenance. After publishing the content, you will also need a plan for its maintenance. While some content is evergreen, others are occasional and need to be removed.
  • Audience engagement. You must acknowledge the customer’s feedback on your conversion to keep them returning.

Ensure you use various formats for your content, including social media posts, blog articles, videos, emails, case studies, and infographics. This can be key to future-proofing your brand in a competitive digital world.

How to Integrate Organic and Paid Content Strategy

Utilize these strategies to create a hybrid content strategy that works for organic and paid content.

Integrate SEO and PPC

Integrating paid searches and SEO can benefit your brand in the long run. You can begin by using PPC ads for keyword research. The keywords you get in SEO strategies can be used to reduce your ad spend. Then, you can use SEO to expand your reach and leverage PPC to get high-purchaser-intent traffic.

Use Organic Keywords and PPC on Your Landing Page

A hybrid approach that integrates organic with PPC content can enable you to get a higher ROI. For instance, you can combine your organic keywords with your PPC strategies to enhance your online presence.

Boost Your Organic Content

If you have an interview, advice, or podcast you feel can do well, you can boost it. When you integrate paid ads with these kinds of clips, you can grab the attention of your audience. The overall impact in the long run will be great. Instead of just watching one video, consumers will visit your other channels, with the possibility of converting.

Add Keywords from Search Data

Paid ad data can help you determine the keywords to add to your headlines. The keywords can be used differently, such as creating impactful headlines. You can evaluate the strategy based on the click-through rate and incorporate it into your page titles and top headlines to ensure the content resonates well with the user.

Leverage a Message Map

Before creating organic or paid content, use a message map to determine the main problem your target audience is solving. A message map outlines how your organization will communicate with the outside world. It acts as a guide for managers and the front office staff, guiding them on how to articulate issues in a clear, consistent, and compelling manner. Therefore, it is a great way of creating content that resonates with your audience.

Boosting Your Current Content

One effective strategy for integrating organic content into paid ads is to boost existing organic content. Doing so can increase the conversion and engagement of your current content. If you find that a particular piece of content is working well and capturing your audience’s attention, consider boosting it with PPC. This will not only enable it to reach a bigger audience, but it can also provide data about the audience that you didn't have before.

Leverage Contextual Sharing

Better alignment between your brand message and the content's backdrop is essential to increasing brand authority. For instance, if your target audience is the healthcare industry, you can share expertise on medical devices to generate more engagement.

Content White Labelling

By white-labelling your influencer and creators' partnership, you can use either your brand's account or your partner's to leverage organic content. When white-labelling, your partner will create highly engaging content that resonates with their target audience. Such content is likely to get better engagement. 

A/B Testing

Ensure that your content’s assets consist of paid and organic social media for promoting the content. Instead of boosting organic posts, create some paid social ads and keep A/B testing for optimal results. You can then use the learning from the tests to continually update and optimize the organic content.

Boost Organic Influencers' Content

With influencer marketing, you can strategically leverage paid and organic content. All you need to do is identify influencers whose voices match your brand's. This will ensure that the creator and many of their followers align with their target audience. When you put some ad dollars behind an influencer's content, you can amplify the content's impact in reaching the right audience.

Final Thoughts

There is no doubt that in recent years, we have seen a decline in the reach of organic content. That is why it is essential for brands to combine organic content and paid ads in their strategy. 

Doing so can help transform your one-time buyers into your most loyal customers. However, you need to have a good content strategy to avoid wasting your ad budget or lowering your reach. If you are looking for one, follow our detailed guide.