How can paid ads and organic content work together?

I love using organic content to test and validate your messaging. If we're going to put ad dollars and resources and effort behind scaling that message, it makes the most sense to make sure that we're scaling the right message in the first place. Then once we've determined what that high impact, highly engaging content is, then we can put those ad dollars behind said content, boosting it across our various platforms to increase the engagement rate that we're going for in the first place.

I've said it many times before and I'll say it again.

Retargeting, retargeting, retargeting.

Use this content that you've worked so hard on validating and use that messaging to continue bringing awareness to that 3 to 5% of the people who are actively looking for what it is that you're offering to increase the odds of being chosen. It's really easy to get caught up of am I posting enough or am I doing enough or am I saying the right thing? But remember, for lack of organic content, we can use this positive ad distribution to help scale that messaging without creating more work for ourselves because then it's a pure offense, always on content strategy that relieves pressure from you having to think of what the next idea is every single day.

And lastly, keep your messaging consistent across all of your channels.

Contrary to popular belief, there's nothing wrong with having the same thing said on one platform as opposed to another. It's what we call consistency. And when your message is consistent, you can then make your engagement and your conversion way more consistent as well.