Organic's not dead. Your strategy is.

(A not-so-gloomy follow-up to my little funeral for unpaid content.)

Okay, so maybe I got a little dramatic yesterday.

I threw a funeral for organic reach and called your content strategy a “cheap b*tch.” In hindsight... was that the hill I needed to die on? Probably not. But if you’re a small business owner or marketer who read it and thought, yep, that’s how it feels right now, I stand by that feeling. It can be totally disheartening to put your all into content to receive nothing back.

The frustration is real. The internet does feel noisier. Your posts do feel like they’re disappearing into the abyss. And that’s not in your head. But here’s the thing: organic content isn’t dead. It’s just evolved. And most of us? We’re still using a strategy built for a different era.

So many marketers are still making organic content with the same mindset they use for paid—broad, product-first, and optimised for “scale.”

But the thing about organic is that it isn’t meant to scale the same way. It’s meant to connect. And connection doesn’t come from shouting about how great your product is. It comes from making people feel something.

This is where strategy comes in. Not “post three times a week and hope for the best” strategy. But real, intentional planning around what feeling you want your audience to affiliate with your brand. Why? Because affiliation is the gateway to affinity. And affinity is what makes people care. Not just about what you do, but why you do it.

Good content doesn’t always talk about the product. Great content makes people feel something about the brand.

When Jony Lee (our organic guru) works with clients, she helps them figure out the emotional space their brand wants to own. Not “what do you sell?” but “how do you want people to feel when they engage with you?” Are you calm and grounding? Fiery and empowering? Nostalgic and weirdly funny?

That emotional north star becomes your content engine. When you start from that place - the insight - your content doesn’t need to chase trends or fight the algorithm for attention. It naturally hits harder. It resonates. Because it was built with a real human in mind.

And the best part is when you lead with this kind of intention, you’ll never run out of good content. Because you’re not just reacting to what the algorithm wants. You’re creating from a place of purpose.

So, if you're feeling burnt out on content, here's your fix:

• Start with the feeling. What do you want people to affiliate with your brand? Name it. Get specific. Warmth? Power? Relief? Rebellion? Your tone, visuals, stories, everything should align to that to feeling.

• Find the insight. The best organic content stems from a human truth. Something your audience feels before they even know they need your product. Nail this, and your content will always hit.

• Rewire your goals. Don’t just post for reach. Post for connection. If 200 people see your content and 20 feel it deeply? That’s better than 20,000 views and no one remembering it tomorrow. But your chances of 20,000 views will also increase dramatically this way.

• Be consistent, not constant. You don’t need to post every day. You just need to show up with something meaningful every time you do.

• Stop feeding the algorithm. Start feeding your audience. Don’t fall into the trap of making content for the platform. Make it for people. The algorithm is always changing, but humans are still wired to respond to emotion, storytelling, and value.

So no, organic content isn’t dead. But the lazy, product-pushing, pray-for-virality version of it? That’s definitely six feet under.

What’s alive and well? Content that’s emotionally intelligent. Strategically sound. Built with intention, not just for attention. Your audience hasn’t disappeared. They’ve just become more selective about what they stop for.

And if you can meet them with the right feeling at the right moment, you’ll still win.

-Sophie Randell, Writer