Organic content is anything you create and share online but don’t pay to have it boosted or distributed. Your audience finds it naturally, engages with it and shares it for you.

In this post, we’re looking at some examples of how you can quickly and easily create your own organic content by paying attention to what’s going on in the world around you and responding with your own, branded and personalised post that fits in with what others are sharing.

Real Life Examples of Successful Organic Content Marketing

A great example of organic content that wasn’t actually intended as a marketing campaign, but which worked incredibly well, was the Twitter war between the Natural History Museum and the Science Museum in London:


Organic content marketing by the Natural History Museum

But the Science Museum was not to be outdone:

Organic content marketing by the Science Museum

And so it continued.

Why use Organic Content

I’m a huge fan of these natural, organic occurring discussions that happen on social media and get everyone engaged and involved. It can a great way to remind people what’s out there, to tell people what you do and what’s available to them, without being a hard sell.

And it’s how marketing has to work these days; you can’t just throw yourself at people, shove your product in their faces and hope they’re going to buy from you. You have to be natural and interested and show your personal, human side.

Another example was the Invictus Games in 2016, when America, Canada and Britain had a Twitter fight about who was going to win the Invictus Games:

Make Your Content More Human

Having a bit of banter on social media is a great way of engaging an audience and generating good will. It’s important for businesses to get that goodwill and enthusiasm.

More recently, during the UK heatwave, even the UK Cathedrals Twitter profile got involved. It was a simple joke, using a statue from Winchester Cathedral (Sound II by Antony Gormley). But it still got them some good engagement.

Organic content marketing by English Cathedrals

What discussion or question could you ask to engage your audience? Who’s a competitor or similar company that you could drum up some twitter discussions with? Keep your eyes peeled during a major national or international event to see what’s trending. Watch how others are jumping on the bandwagon.

You can listen to the original interview with Roger or download the transcript of our chat.