The shift to organic content has created a revolution in how businesses are advertising in digital media. Content Marketing has rewritten the rules of marketing and changed what consumers read or see when they browse the Web. 

From the perspective of a small business, organic content, in some ways, allows for the creation what of some marketers might call a "corporate story." A blog, for instance, serves as a vehicle of expression about announcements, exciting products or stories from the community. In a sense, this turns part of a business's website into a media outlet, a podium on which to express whatever is important for that company to say.

In the era of social media, original content provides authenticity of voice that is important to customers.From the perspective of marketing, content functions as a means for a business to communicate with its customer base, both current and potential. Businesses need strong content simply because it's what customers have come to expect. 

Ultimately, a marketing strategy should be built on the fundamentals of your business or organization. Organic content fits into this picture because it sets the tone for the your brand identity and is a platform to share your message with new or existing customers.