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The Role of Media in Digitally Native Businesses

Sage Yazzie
February 6, 2023

Here's a hint: it's important ;)

Digital marketing is ever-growing within the business world and tools to optimize this process are being created on a daily basis. Digitally native businesses are especially dependent on the content they put out, as they do not have physical storefronts to draw customers in. This is why understanding organic content and paid media can not only help drive in numbers, but give an edge over competitors when the internet is their main source of reach. 

Organic content refers to content that is created and shared by a business without the use of paid advertising. This content can include blog posts, social media updates, and videos. By creating high-quality, informative, and engaging content, a business can build a loyal following and establish itself as a trusted source of information. This, in turn, can lead to increased brand awareness and customer engagement, which can result in more sales and conversions.

Paid media, on the other hand, are a way for businesses to reach a wider or more specific audience by paying for advertising space. This can include display ads, sponsored posts, and social media advertising. Advertisement campaigns can be intricately targeted, allowing businesses to reach the people most likely to be interested in their products or services. Taking a target audience even further has to do with “Top of Funnel” (TOF) campaigns and “Bottom of Funnel” (BOF) campaigns. TOF campaigns are designed to reach a large, general audience and increase brand awareness, while BOF campaigns are targeted at a more specific group of potential customers who are closer to making a purchase decision. The key difference between TOF and BOF campaigns is their objective: TOF campaigns aim to build awareness and generate leads, while BOF campaigns aim to convert leads into customers. Both can be curated to more specific KPIs, but ultimately, lineate campaigns while also bringing security to investors when handing projects off to internal or external marketing teams. 

When used together, organic content and paid media can have a powerful impact on digitally native business's success. Both techniques are internally available on almost all social media platforms with Meta and Google being obvious standouts. Despite the ubiquity & accessibility of these platforms, there is more to digital marketing than meets the eye. This is where digital agencies come in as a great tool for companies that do not have a marketing division or the time to do so themselves. Meta and Google offer classes and information regarding both organic and paid content which can be a great starting point, but just like taxes, why not leave it to the professionals?

In summary, organic content and paid media are important tools for digitally native and physical businesses to use in their digital marketing efforts. By creating original and unique content while also using targeted ad campaigns, businesses can build a strong brand, increase awareness, and drive more sales and conversions. With that being said, It is essential for all businesses to prioritize both organic content and paid media when selling themselves due to the abundance of tools and help that comes along with getting involved. 

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