Anti-Advertising: How to Grow Your Brand through Organic Media

Advertising often annoys consumers. Organic Media is where attention & intention meet. Organic media offers a timeless investment, future-proofing brand discoverability.

This talk will show how you can reach & truly resonate with your audience, uncovering ways to build authentic authority that lasts via social, search, PR, LLMs (& other places where organic discovery happens) making your brand found, not forced. Understanding your audience's media consumption is key to resonating with them. Authentic human expertise builds trust in a world filled with AI content.

Transcript

1. Paul Aaron Norris journeyfurther.com
2. Paul Aaron Norris journeyfurther.com Advertising is an annoyance to most
3. Disrupting Paul Aaron Norris journeyfurther.com
4. Disrupting Standing out Paul Aaron Norris journeyfurther.com
5. Disrupting Standing out Moving the needle Paul Aaron Norris journeyfurther.com
6. Disrupting Standing out Moving the needle Cutting through the noise Paul Aaron Norris journeyfurther.com
7. What if we try to resonate instead of just reach? Paul Aaron Norris journeyfurther.com
8. Organic media is where attention & intention meet Paul Aaron Norris journeyfurther.com
9. Paul Norris Organic Media Director
10. Messaging Peer-to-peer messaging Forums Peer-driven trust and community LLMs Quick & complex questions + production Search Specific queries and high intent Social Discovery and validation Editorial & Press Trusted experts & opinion Paul Aaron Norris journeyfurther.com
11. Consumption has shifted. No single source dominates. People build trust like a playlist. Paul Aaron Norris journeyfurther.com
12. Triggers Purchase Exploration Evaluation Experience Exposure Paul Aaron Norris journeyfurther.com
13. Triggers Purchase Exploration Evaluation Experience SOCIAL MEDIA for discovery and validation SEARCH ENGINES for specific queries & high intent LLMs for quick and complex questions FORUMS for peer-driven trust and community Exposure
14. Triggers Purchase Exploration Evaluation Experience SOCIAL MEDIA for discovery and validation SEARCH ENGINES for specific queries & high intent LLMs for quick and complex questions FORUMS for peer-driven trust and community Exposure
15. These are your audienceʼs Sources of Influence Paul Aaron Norris journeyfurther.com
16. LLMs & AI search are shaping discovery Paul Aaron Norris journeyfurther.com
17. Paul Aaron Norris journeyfurther.com Community generated content & P2P review sites are the most cited Source: Profound citation study, June 2025 https://www.tryprofound.com/blog/ai-platform-citation-patterns
18. Paul Aaron Norris journeyfurther.com Source: Profound citation study, June 2025 https://www.tryprofound.com/blog/ai-platform-citation-patterns Community generated content & P2P review sites are the most cited
19. Understanding what resonates… Paul Aaron Norris journeyfurther.com
20. Paul Aaron Norris journeyfurther.com Find out where your audience spends their time Source: SparkToro, UK mens clothing search audience
21. Paul Aaron Norris journeyfurther.com What media they consume & where Source: SimilarWeb, Audience Interests, menʼs fashion website, last 3 months
22. Paul Aaron Norris journeyfurther.com Subreddits are a treasure trove of rich conversation Source: SparkToro, UK mens clothing search audience
23. Paul Aaron Norris journeyfurther.com Source: SparkToro, UK mens clothing search audience, high affinity subreddits
24. Paul Aaron Norris journeyfurther.com
25. Paul Aaron Norris journeyfurther.com LLM search is a form of earned media
26. Brand search volume & topical authority are biggest predictors for success Paul Aaron Norris journeyfurther.com
27. How do you constantly adapt to the ever-evolving search landscape? Paul Aaron Norris journeyfurther.com
28. Organic Media is a timeless investment Future proof your brandʼs discoverability Increase in touchpoints since 2008. TV, newspapers, and radio have made way for mobile, social media, and digital audio 6to 14 Paul Aaron Norris journeyfurther.com
29. Expertise And how it builds trust) Paul Aaron Norris journeyfurther.com
30. Building a credible and trustworthy brand is essential for true discoverability Paul Aaron Norris journeyfurther.com
31. Source: Journey Furtherʼs Salient™ AI tool, 4,000 most recent articles across retail 69% of brand media coverage in the past 12 months contained an expert
32. In a web filling with AI Slop authentic , human expertise wins Paul Aaron Norris journeyfurther.com
34. Your activity should embody your brand Paul Aaron Norris journeyfurther.com
35. Paul Aaron Norris journeyfurther.com If your brand is trendy, start & surface trends…
36. Paul Aaron Norris journeyfurther.com
37. Where you canʼt outspend, use reactive organic media to outsmart & outmaneuver… Paul Aaron Norris journeyfurther.com
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39. Paul Aaron Norris journeyfurther.com
40. Paul Aaron Norris journeyfurther.com
41. It fuels ‘trust signalsʼ not only in the media… Paul Aaron Norris journeyfurther.com
42. In organic search… Paul Aaron Norris journeyfurther.com
43. And AI Paul Aaron Norris journeyfurther.com
44. Social is becoming a primary discovery platform Paul Aaron Norris journeyfurther.com
45. Paul Aaron Norris journeyfurther.com 1% 23% 24% 21% Social Search is outpacing traditional search in some sectors
46. Community is your secret weapon for fostering trust Paul Aaron Norris journeyfurther.com
47. Building organic brand ambassadors… Paul Aaron Norris journeyfurther.com
48. What do most brands strive for? Paul Aaron Norris journeyfurther.com
49. 49 TOP OF MIND EASY TO FIND Paul Aaron Norris journeyfurther.com
50. 50 TOP OF MIND  EASY TO FIND Paul Aaron Norris journeyfurther.com
51. Think like an Organic Media Planner, from discovery to execution Develop a content strategy that can be prioritised by platform-specific search demand, trending keywords, and topical velocity Audit to understand where & why people search in a category Measure Acrobat iLovePDF pdfFiller Lumin PDF Umesh Talks Guide Realm Kevin Stratvert Content Category & Format People & Blogs, Use Cases & Brand Storytelling, Lifestyle & Entertainment Education, How To Guides, Tech & Knowledge How To & Style, Tutorials, Tech & Knowledge How To & Style, Tutorials, Tech & Business Education, Expainers, Knowledge & Politics How To & Style, Tutorials, Tech & Gaming Science & Tech, Knowledge & Lifestyle Following 60.3K 5.5K 10.9K 4.3K 935K 1.3M 3.9M Views 82.4M 218.6K 36.5K 229.2K 15.1M 2.1M 16.1M Engagement Rate 0.09% 3.4% 0.2% 1.7% 2.9% 1% 2.2% Uploads 126 19 41 20 500 506 196 Paid v Organic 20% Paid 80% Organic 100% Organic 100% Organic 100% Organic 100% Organic 100% Organic 100% Organic ⬆78.5K ORGANIC TRAFFIC ⬆2.7K CORE RANKING KEYWORDS ⬆370K VIEWS ⬆637 KEYWORDS RANKING ON P1 Create video content for brands and influencers on the most opportune social platforms
52. Day 90 26 Videos Created Videos & Articles Ranking Videos outranking Articles Multi-platform In Action for a Global Insurance Brand
53. TAKEAWAY S Paul Aaron Norris journeyfurther.com
54. Paul Aaron Norris journeyfurther.com Find your audienceʼs sources of influence Understand where you are and arenʼt visible across the discovery journey
55. Paul Aaron Norris journeyfurther.com Find your audienceʼs sources of influence Understand where you are and arenʼt visible across the discovery journey Organic Media Planning > Siloed channel activity Audiences are discovering, validating & deciding across many platforms - a holistic view is needed
56. Paul Aaron Norris journeyfurther.com Find your audienceʼs sources of influence Understand where you are and arenʼt visible across the discovery journey Organic Media Planning > Siloed channel activity Audiences are discovering, validating & deciding across many platforms - a holistic view is needed EXPERTISE is a timeless investment & indicator of TRUST that you can apply and communicate across this journey
57. Find your audienceʼs sources of influence Understand where you are and arenʼt visible across the discovery journey Organic Media Planning > Siloed channel activity Audiences are discovering, validating & deciding across many platforms - a holistic view is needed EXPERTISE is a timeless investment & indicator of TRUST that you can apply and communicate across this journey Brand authenticity matters most Youʼre meeting your audience on their platforms, providing value & being authentic canʼt be faked Paul Aaron Norris journeyfurther.com
58. Paul Aaron Norris journeyfurther.com Request a free Organic Media Audit Understand your audienceʼs sources of influence
59. Than k you