A recent conversation with a client was interesting and it might help you too. They shared a common frustration: significant ad spend, yet social media results remain low (engagement, followers, reach) you can argue what a good result is but we go with this now.

When I asked, “What’s your organic content plan alongside the ads?”

Silence.

They’d stopped all non-paid content months prior, relying solely on ads to drive engagement.

Here’s why this rarely works.
Ads attract attention. It drives traffic. But where and to what are you driving traffic to?
Organic content builds the relationship. And the community.

Think of it like opening a Restaurant.
You might get your guests in the door with promotions…

But if no one is there to greet them, explains the menu, or checks if they need anything. Why would they stay? Or return?

Organic content is your service.
• Share your expertise (the menu)
• Build trust (the attentive staff)
• Build loyalty & community (the reason they book again)

Without it, you’re paying to fill tables with guests who’ll leave dissatisfied and unlikely to recommend you.

Do both.