{"id":140945,"date":"2022-04-19T00:00:00","date_gmt":"2022-04-19T05:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=140945"},"modified":"2022-04-19T00:00:00","modified_gmt":"2022-04-19T05:00:00","slug":"organic-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/organic-marketing\/","title":{"rendered":"Organic Marketing vs. Paid Marketing: What\u2019s the Difference?"},"content":{"rendered":"\n<div class=\"intro-txt\">The difference between organic marketing and paid marketing is that organic marketing focuses on attracting traffic for free while paid marketing involves paying for traffic.<\/div>\n\n\n\n<p>Both have their uses, and one isn\u2019t inherently better than the&nbsp;other.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn why that is and how to create an organic marketing strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-basics-of-organic-and-paid-marketing\">Basics of organic and paid marketing<\/a><\/li>\n<li><a href=\"#2-organic-vs-paid\">Organic vs. paid marketing: Which is better?<\/a><\/li>\n<li><a href=\"#3-organic-marketing-strategy\">How to create an organic marketing strategy<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Basics of organic and paid marketing\" data-section=\"1-basics-of-organic-and-paid-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.5euz7goup7vs\">Basics of organic and paid marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s start with the fundamentals: What exactly are organic marketing and paid marketing?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.gq8tern6n86a\">Organic marketing<\/h3>\n\n\n\n<p>Organic marketing is the process of attracting traffic to a website without using paid advertising. It commonly involves creating and distributing valuable content to attract an audience\u2014otherwise known as <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">content marketing<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.lnm6izha3y4j\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/guest-blogging\/\">Guest blogging<\/a><\/li>\n<li>Social media marketing<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.h5mf422ipj2x\">Paid marketing<\/h3>\n\n\n\n<p>Paid marketing is the process of attracting traffic from paid advertising. It commonly involves buying clicks from platforms like Google, Facebook, and Twitter, sponsored posts, and banner ads.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.ynr7sjqxfx1s\">Examples<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">Google ads<\/a><\/li>\n<li>Facebook ads<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/podcast-advertising\/\">Podcast advertising<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Organic vs. paid marketing: Which is better?\" data-section=\"2-organic-vs-paid\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.l7bkai7kxmr7\">Organic vs. paid marketing: Which is better?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Neither organic nor paid marketing is better than the other. They\u2019re both legitimate marketing strategies that can be used for different purposes. However, they\u2019re most effective when they\u2019re used together.<\/p>\n\n\n\n<p>For example, at Ahrefs, we use both organic and paid marketing.<\/p>\n\n\n\n<p>Content marketing is a huge part of our <a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\">customer acquisition strategy<\/a>\u2014we primarily create content designed to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">rank high on search engines<\/a>. These pieces of content\u2014both video and text\u2014are also distributed via other organic channels: email and social media.<\/p>\n\n\n\n<p>To further <a href=\"https:\/\/ahrefs.com\/blog\/content-promotion\/\">promote our content<\/a>, we also use paid marketing. For most of our content, we run ads on platforms like Facebook, Twitter, and Quora to give it a further boost in&nbsp;reach.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140942\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/1-fb-ad.jpg\" alt=\"Facebook ad of Ahrefs' blog article about SEO tips\" width=\"497.6\" height=\"611\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/1-fb-ad.jpg 1244w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/1-fb-ad-346x425.jpg 346w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/1-fb-ad-768x943.jpg 768w\" sizes=\"(max-width: 1244px) 100vw, 1244px\"><\/p>\n\n\n\n\n\n\n\n<p>As you can see, both are essential aspects of our <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>. We don\u2019t discriminate against one in favor of the&nbsp;other.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create an organic marketing strategy\" data-section=\"3-organic-marketing-strategy\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.ds8euypyhhek\">How to create an organic marketing strategy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Now that you know the difference between paid and organic marketing, let\u2019s talk about how to create an organic marketing strategy for your business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.flv6cvd531rp\">1. Choose an audience<\/h3>\n\n\n\n<p>A wedding photography studio creates content about its expertise\u2014the technicalities of wedding photography\u2014and ends up attracting other wedding photographers. But wedding photographers don\u2019t need wedding photography&nbsp;services and, thus, buy nothing from the studio.<\/p>\n\n\n\n<p>So the studio\u2019s content efforts attracted a lot of attention but got no real customers.<\/p>\n\n\n\n<p>If the studio had actively clarified who it wanted to attract\u2014engaged couples\u2014the studio would have created content that couples wanted to read. For example, not \u201chow to use diffused light\u201d but \u201chow to find a wedding photographer.\u201d<\/p>\n\n\n\n<p>So the first step to creating an organic marketing strategy is to be <strong>clear <\/strong>about who you want to consume your content.<\/p>\n\n\n\n<p>If you\u2019ve done your <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a>&nbsp;and created customer personas, then you\u2019re already ahead. You know who you\u2019re trying to&nbsp;reach.<\/p>\n\n\n\n<p>For example, if you\u2019re a wedding photography studio in Singapore, your potential target customers can&nbsp;be:<\/p>\n\n\n\n<blockquote>\n<p>Millennial couples (ages 25 to 35) in Singapore who are getting married.<\/p>\n<\/blockquote>\n\n<p>Don\u2019t worry if you don\u2019t have a target customer statement yet. You can always create one. Use the guide below to create one to kickstart your organic marketing.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/blog.hubspot.com\/marketing\/buyer-persona-research\">How to Create Detailed Buyer Personas for Your Business [Free Persona Template]<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.7ytn85tp50cr\">2. Choose a&nbsp;goal<\/h3>\n\n\n\n<p>Yes, you need content to kickstart your organic marketing. But <em>why <\/em>are you creating content (or doing organic marketing) in the first&nbsp;place?<\/p>\n\n\n\n<p>Broadly speaking, there are four&nbsp;goals:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Increase brand awareness<\/strong>&nbsp;and introduce your brand to more people<\/li>\n<li><strong>Create interest and desire<\/strong>&nbsp;by teaching potential customers more about their problems and how your product or service helps to solve said problems<\/li>\n<li><strong>Nurture your potential customers\u2019 interest<\/strong>&nbsp;by further educating them about your product or service and why it\u2019s the best solution for them (thereby persuading them to&nbsp;buy)<\/li>\n<li><strong>Retain customers and build brand loyalty<\/strong>&nbsp;by teaching them how to get the most out of your product or service<\/li>\n<\/ol>\n\n\n\n<p>Depending on your specific goal, the type of content you create will be different. For example, if you\u2019re trying to convince your customers that you\u2019re the best fit for their problems, you may want to create a comparison page.<\/p>\n\n\n\n\n<div class=\"wp-block-image is-style-default aligncenter\">\n<figure><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/2-ahrefs-vs.png\" alt=\"Excerpt of Ahrefs' comparison page \"><\/figure>\n<\/div>\n\n\n<p>Alternatively, if you\u2019re trying to build a loyal customer base, then you may be looking at creating a course to teach customers how to get the most out of your product.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-140941\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/3-ahrefs-academy.jpg\" alt=\"Ahrefs Academy's &quot;How to use Ahrefs&quot; course \" width=\"681\" height=\"568\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/3-ahrefs-academy.jpg 1362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/3-ahrefs-academy-510x425.jpg 510w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/3-ahrefs-academy-768x641.jpg 768w\" sizes=\"auto, (max-width: 681px) 100vw, 681px\"><\/p>\n\n\n\n\n\n\n\n<p>Note that these four goals are <strong>not <\/strong>exclusive goals. No matter your <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-strategy\/\">content strategy<\/a>, you\u2019ll need to eventually create content for each of these&nbsp;goals.<\/p>\n\n\n\n<p>After all, there\u2019s no point in having a brand that\u2019s well known but has no customers. Likewise, there\u2019s no point in attracting tons of customers if you lose them&nbsp;all.<\/p>\n\n\n\n<p>But depending on the stage of your business and the number of available resources you have, you <em>may <\/em>have to focus on one of them over the others (at least for the time&nbsp;being).<\/p>\n\n\n\n<p>If you already have existing content, then this is where a content audit can come in handy. It\u2019ll take stock of all the content you currently have and help you figure out what you\u2019re missing.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/content-audit\/\">How to Do a Content Audit in&nbsp;2022<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.80he6xvzmj8h\">3. Choose a platform<\/h3>\n\n\n\n<p>While organic marketing relies heavily on content, it doesn\u2019t mean it\u2019s all about blog posts. There are tons of other places for you to publish on, such as&nbsp;these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>YouTube<\/li>\n<li>Social media (Instagram, Twitter, LinkedIn, TikTok, Pinterest, etc)<\/li>\n<li>Email<\/li>\n<li>Podcasts<\/li>\n<li>Communities and forums (Reddit, Discord, Slack, Quora, etc)<\/li>\n<li>Other people\u2019s websites (e.g., guest&nbsp;posts)<\/li>\n<li>Slideshare<\/li>\n<\/ul>\n\n\n\n<p>Now, this doesn\u2019t mean you should publish content on all of&nbsp;them.<\/p>\n\n\n\n<p>While these channels make sense and have worked for different companies, it will be almost impossible to do everything in the beginning\u2014especially if you\u2019re just starting out.<\/p>\n\n\n\n<p>So how do you decide which is the right platform to publish your content on?<\/p>\n\n\n\n<p>At Ahrefs, we believe you should begin with one or two channels, and it should be based on your answers to two questions:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Which channels solve your \u201cwhys\u201d?<\/li>\n<li>How and where do your customers consume information online?<\/li>\n<\/ol>\n\n\n\n<p>Let\u2019s start with the first question.<\/p>\n\n\n\n<p>In the previous step, you\u2019ve answered the \u201cwhy\u201d question. From there, you would have already set one or a few goals. You should pick the channel(s) that\u2019ll help you achieve the goal(s).<\/p>\n\n\n\n<p>For example, if you\u2019ve decided that a pressing problem is your lack of brand awareness, then you might want to consider publishing guest posts on large, authoritative blogs or appearing as a guest on podcasts.<\/p>\n\n\n\n<p>If you have multiple goals that need achieving, then choose one channel that addresses all your goals or multiple complementary channels.<\/p>\n\n\n\n<p>Here\u2019s a quick cheat sheet for the most popular owned channels:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-140943\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/4-popular-marketing-channels.jpg\" alt=\"Cheat sheet (table form) to help determine which stages of the marketing funnel popular owned channels serve \" width=\"577.5\" height=\"800\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/4-popular-marketing-channels.jpg 1155w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/4-popular-marketing-channels-307x425.jpg 307w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/4-popular-marketing-channels-768x1064.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/4-popular-marketing-channels-1109x1536.jpg 1109w\" sizes=\"(max-width: 1155px) 100vw, 1155px\"><\/p>\n\n\n\n\n\n\n\n<p>Looking at these channels, you should answer the next question: How and where do your customers consume information online?<\/p>\n\n\n\n<p>Your research should have told you this. But if you\u2019re unsure, it\u2019s always a good idea to reach out to your customers directly and&nbsp;ask.<\/p>\n\n\n\n<p>Don\u2019t get paralyzed by indecision. If you\u2019re really stuck and not sure which platform to publish on, I\u2019ll suggest either blogging or <a href=\"https:\/\/ahrefs.com\/blog\/video-marketing\/\">video marketing<\/a>. In most industries, people will almost certainly be looking for information via Google or YouTube. So either channel is a good starting point.<\/p>\n\n\n\n<p>But if you want to ensure this is accurate, you can always use a keyword research tool like Ahrefs to see if people are searching for topics related to your business.<\/p>\n\n\n\n<p>For example, if we enter keywords related to SEO into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, we see thousands of searches per&nbsp;month:<\/p>\n\n\n\n\n<div class=\"wp-block-image is-style-default aligncenter\">\n<figure><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/04\/5-ahrefs-keywords-explorer.png\" alt=\"Keywords Explorer overview for SEO-related keywords; notably, there are thousands of searches every month \"><\/figure>\n<\/div>\n\n\n<p>This confirms that blogging is a good channel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.pp90a1inaott\">4. Choose a format<\/h3>\n\n\n\n<p>For some channels, this is relatively straightforward. If you\u2019re creating content for YouTube, then videos are the only type of content you can create.<\/p>\n\n\n\n<p>But for other platforms, there are options. Take Instagram, for example. If IG is your chosen channel, then you can publish:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Photos<\/li>\n<li>Quote images<\/li>\n<li>Memes<\/li>\n<li>Illustrations<\/li>\n<li>Short videos<\/li>\n<li>Stories<\/li>\n<li>And more<\/li>\n<\/ul>\n\n\n\n<p>It all boils down to what your customers want to see. That\u2019s why step one is so important. When you know who you\u2019re targeting, you can research and talk to them. When you talk to them, you can figure out the type of content they enjoy consuming. From there, it\u2019s really just delivering more of what they want to&nbsp;them.<\/p>\n\n\n\n<p>Don\u2019t be afraid to experiment too. If you\u2019ve always been posting photos, then try posting short videos once in a while. As much as content marketing is about consistency, it\u2019s also about variety.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.qk3t5bh8ifsh\">Final thoughts<\/h2>\n\n\n\n<p>Let\u2019s reiterate: Neither paid nor organic marketing is better than the other. Each is simply more suited to different goals.<\/p>\n\n\n\n<p>However, the best businesses don\u2019t discriminate. Rather, they combine them for maximum effectiveness.<\/p>\n\n\n\n<p>Did I miss out on anything? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Both have their uses, and one isn\u2019t inherently better than the&nbsp;other. In this guide, you\u2019ll learn why that is and how to create an organic marketing strategy: Basics of organic and paid marketing Organic vs. paid marketing: Which is better?<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":140948,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-140945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Organic Marketing vs. Paid Marketing: What&#039;s the Difference?<\/title>\n<meta name=\"description\" content=\"Organic marketing is attracting traffic to a website without using paid advertising by creating and distributing valuable content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/organic-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Organic Marketing vs. Paid Marketing: What&#039;s the Difference?\" \/>\n<meta property=\"og:description\" content=\"Use both strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/organic-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-19T05:00:00+00:00\" \/>\n<meta property=\"og:image\" 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