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Is Organic Content Over?

Is Organic Content Over?

Buffer, known for providing tools for making social media marketing easier, has just reported some troubling news. Their own social media referral numbers have tanked, big time. According to their own numbers, they’ve lost nearly half of their traffic in just over a year. So what’s happening?

Part of the traffic loss can be attributed to the slow-motion train wreck that is Google +’s demise; as user numbers and activity there taper off, it’s inevitable that referral traffic from that platform would also dwindle. Additionally, Google may not be accurately reporting referral traffic generated from Facebook’s mobile platform.

After taking those two issues into account, we’re left with a big purple elephant in the middle of the room: amazing organic content – something Buffer is known for – simply may not be enough to break through all the noise. There’s simply so much high quality content out there, online, on social media, and elsewhere, that no one source is standing out. It’s hard to be a remarkable tree when you’re standing in the middle of a forest full of remarkable trees.

[Tweet “The multi-channel marketing trick is finding the right balance of messages and vehicles.”]

Does this mean that the need for organic content is over? We don’t think so. The need to communicate with our customers, whether that’s in an informative or entertaining way, won’t go away. However, we do need to start having a serious conversation about what we think organic content will accomplish. The reach organic content is enjoying may not be enough to achieve your marketing objectives.

The use of paid tools, including sponsored posts and advertising, is really no longer optional for businesses that are serious about thriving in our brave new world. The trick is finding the right balance of messages and vehicles, both digital and traditional, to accomplish your goals. Organic content will also have a role. But we can no longer count on it as the primary tool needed to promote a business.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office