South Africa, Nov. 11 -- Meet the social butterfly (and the specialist)

Your organic content is the social butterfly. She's wearing the latest trend, stopping to chat with her fans and posing for photos.

Paid media has a job to do, so she's dressed for it: a tailored business suit, overalls and a hard hat, or scrubs and an N95 mask, depending on the industry.

Every campaign has a specific objective, and every creative asset should speak to a specific audience with a specific problem to solve.The problem isn't using organic content in paid media. It's assuming an asset is fit for purpose simply because it already exists.

To see why, let's look at what each type of content is built to do.

Where the social butterfly shines

Organic cont...