How to Triple Organic Growth With a Multi-Platform Strategy | MozCon New York 2025

Search is now just one piece of discovery. Google is sending less traffic to the open web than ever before. To stay visible, brands must stop relying solely on traditional search and start creating native content where users actually scroll, stream, and shop.

This presentation breaks down how to build an omni-channel discovery engine for your brand; featuring a real-world case study that turned a single shoot into 26 assets, earning 370K+ views and 3.2x revenue growth.

Key Takeaways:
🔄 The "Produce Once, Distribute Everywhere" Model: How to repackage one shoot into YouTube guides, social snippets, on-site embeds, and influencer content.

⏱️ Making Short-Form Content Evergreen: The optimisation tips (hooks, captions, and platform cues) that stop TikToks and YouTube Shorts from fading.

📈 Future-Proof Visibility: How to maximise your ROI and adapt to a fragmented digital landscape.

Transcript

2. Paul Norris Senior Director, Organic Media
3. Google is sending less traffic to the open web than ever before
4. This isnʼt new.
5. SERPs have been diversified and monetised to remain sticky & profitable
6. Non-Brand Search CTR ^% Non-brand commercial terms send 27% less traffic than 5 years Source: Advanced Web Ranking Google Organic CTR Study, All Devices, 2025 vs 2020
7. Brand Search CTR ^% Source: Advanced Web Ranking Google Organic CTR Study, All Devices, 2025 vs 2020 Branded commercial terms send 17% less traffic than 5 years ago
8. Relying on a single channel is very risky.
9. Letʼs zoom out… How do we spend our time online?
10. We now spend more time online than off Source: Nielsen Total Audience Report 2020
11. Search only accounts for a fraction Source: Nielsen Total Audience Report 2020
12. Discovery happens everywhere.
13. Consumption has shifted. No single source dominates. People build trust like a playlist.
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. 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
16. 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
17. Journeys arenʼt linear & influence isnʼt equal.
18. Stream Scroll Search Shop Source: Boston Consulting Group x Google, Influence Map, Jan 25
19. Stream Scroll Search Shop Source: Boston Consulting Group x Google, Influence Map, Jan 25
20. Understanding what resonates
21. Find out where your audience spends their time Source: SparkToro, US mens clothing search audience, Nov 25
22. What media they consume & where they consume it Source: SimilarWeb, Audience Interests, menʼs fashion website, last 6 months
23. Subreddits are a treasure trove of rich conversation Source: SparkToro, US mens clothing search audience, Nov 25
24. Source: SparkToro, US mens clothing search audience, high affinity subreddits, Nov 25
26. Understanding your Sources of Influence
27. Search I need an answer right now! High-intent, problem-solving, active information gathering. Authority & Trust The belief that your content is the most accurate and reliable source for the query. Long-Form Written Content Comprehensive Guides, 'Definitive' Articles), Optimized FAQs, Calculators/Tools Category Search Visibility SERP Rank), Website Traffic Organic Sessions), Lead Conversions Form Fills, Newsletter Sign-ups) MINDSET INFLUENCE FORMAT KPI Search is high intent, lean-in, exploration.
28. Stream I'm dedicating time to learn/be entertained. High engagement, deep-dive into a topic, seeking expertise or immersion. Authenticity & Immersion Content that builds a connection with the creator/brand and visualizes the solution. Long-Form Horizontal Videos Product Reviews, Tutorials), Behind-the-Scenes Vlogs, Live Q&A Streams, YouTube Shorts (as a discovery entry point) Average Watch Time/Completion Rate, Subscriber Growth, Traffic from Video Click-Through Rate), Brand Uplift Recall MINDSET INFLUENCE FORMAT KPI Streaming is continuous content consumption.
29. Scroll I'm bored and open to discovery. Low-intent, passive browsing, seeking entertainment or quick hits of novelty. Interruption & Relevance Content that is immediately attention-grabbing, native, and highly trend-relevant. Short-Form Vertical Explainers Under 60 seconds), Sound/Trend-Based Skits, Quick Life Hacks/Demos Reach/Impressions Viral Potential), Engagement Rate Saves, Shares), Follower Growth Rate, Link-in-Bio Clicks MINDSET INFLUENCE FORMAT KPI Scrolling is modern day window shopping.
30. Shop I'm ready to transact or have a final concern. Immediate intent, seeking final validation, price, or policy information. Clarity & Urgency Content that removes all friction and validates the purchase decision (e.g., policy, social proof). Detailed Product Descriptions, High-Quality Photography/360° Views, Embedded Customer Reviews/UGC, Clear Shipping/Returns Policy Sales/Revenue from Organic Traffic, Conversion Rate Purchase), Add-to-Cart Rate, Bounce Rate Checkout/Product Pages) MINDSET INFLUENCE FORMAT KPI Shopping is integrated & frictionless.
31. Shortform videos are fleeting… If theyʼre not optimized for search Source: Measure Studio - Social Study 2025
32. Platform Lifespan 95% point) Interpretation 75 days Evergreen discovery; slow, steady reach 65 days Moderate longevity; steady trickle from followers 35 days Viral burst; short discovery window 35 days High initial push, short recommendation window Source: Measure Studio - Social Study 2025
33. Most social content is simply fast-food for feeds Content Lifespan Audience Reach
34. Search optimized social content is discoverable & evergreen Content Lifespan Audience Reach Non-Search Optimized Search-Optimized Social
35. Longform + evergreen Youtube content is slow but immortal Source: Measure Studio - Social Study 2025, Youtube
36. Putting this into practice
37. Our client is a global appliance warranty & repair provider
38. Their non-brand visibility was growing but it wasnʼt translating into traffic or sales
39. The SERP shifted to match user behaviour & intent
40. They required a multi-platform, multi-modal & multi-format organic strategy
41. We identified their audienceʼs key sources of influence 75% #1 23% 33%
42. AWARENESS CONSIDERATION ACTION Scrolling Streaming Searching I'm dedicating time to learn/be entertained. High engagement, deep-dive into a topic, seeking expertise or immersion. I'm bored & open to discovery. Low-intent, passive browsing. Seeking entertainment or quick hits of novelty. I need an answer & solution right now! High-intent, problem-solving, active information gathering. Consumer Conversion
43. Mapping the Opportunity & Scorecard Platform Audience Intent Influencing Factors Formats KPIs Google, LLMs, Social Search Immediate problem-solving Authority & Trust Service Pages Articles, Features, FAQs, Blogs Organic Traffic, SERP Rank, LLM Vis & Referrals YouTube Learning & immersion Authenticity & Visual Clarity Tutorials, Teardowns Watch Time, CTR, Sub Growth TikTok, Pinterest, Reddit Discovery & validation Relevance & Community Trust Short videos, AMAs, Flowcharts Shares, Mentions, Sentiment Amazon, B&Q Ready to convert Clarity & Proof 360 Images, Reviews, Videos Conversion Rate, AOV, Returns Reduction Stream Scroll Search Shop
44. In this world you need to reach & resonate instead of just rank
45. Native Formats, Fit. Create what theyʼre looking for Use TikTok's Creator Search Insights or competitor analysis to find content gaps and align your video topic with active audience demand Maximize Content x Platform Fit Using the vertical 916 format, incorporating trending audio, and maintaining an authentic, native aesthetic. SEO 101… Optimize key elements Integrate your primary keywords into spoken audio, on-screen text, and the caption to ensure maximum discoverability by TikTok & Instagram Hook ‘em early Begin with an irresistible hook in the first three seconds to drive high completion rates, which are the most critical signal for viral sharing and search ranking.
46. Building a credible and trustworthy brand is essential for true discoverability
47. 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
48. In a web filling with AI Slop authentic , human expertise wins
49. 79% of coverage recorded in the past 12 months contained an expert
51. Why is my dryer leaking?
52. 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
53. 26 Videos Created Videos & Articles Ranking Multi-platform + Format
54. Day 90 Videos outranking Articles Revenue x3.2 Views x120 More than Tripling Total Organic Performance Visibility x6 Searches x2.3
55. Getting Started Joining the Dots Cross-channel amplification
56. Joining the dots: content repurposing & amplification Help assets High-production guides, hosted on YouTube Example Asset Flow
57. Joining the dots: content repurposing & amplification Social snippets Help assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts Example Asset Flow
58. Joining the dots: content repurposing & amplification Social snippets Help assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts On site content Embedding and linking to video in relevant editorial guides on site to drive search performance Example Asset Flow
59. Joining the dots: content repurposing & amplification Social snippets Help assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts On site content Embedding and linking to video in relevant editorial guides on site to drive search performance Example Asset Flow Paid ads Repurposing influencer and help assets for paid ads where organic performance is strong
60. 60 Joining the dots: content repurposing & amplification Social snippets Help assets Creator assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts Assets by a selection of influencers on TikTok, IG, and YouTube Shorts On site content Embedding and linking to video in relevant editorial guides on site to drive search performance Example Asset Flow Paid ads Repurposing influencer and help assets for paid ads where organic performance is strong
61. 61 Joining the dots: content repurposing & amplification Social snippets Help assets Creator assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts Assets by a selection of influencers on TikTok, IG, and YouTube Shorts Creator snippets Repurposing creator assets into additional social snippets for brand socials TikTok, IG, and YouTube Shorts On site content Embedding and linking to video in relevant editorial guides on site to drive search performance Example Asset Flow Paid ads Repurposing influencer and help assets for paid ads where organic performance is strong
62. 62 Joining the dots: content repurposing & amplification Social snippets Help assets Creator assets High-production guides, hosted on YouTube Social snippets for each help asset, hosted on TikTok, IG, and YouTube Shorts Assets by a selection of influencers on TikTok, IG, and YouTube Shorts Creator snippets Repurposing creator assets into additional social snippets for brand socials TikTok, IG, and YouTube Shorts On site content Embedding and linking to video in relevant editorial guides on site to drive search performance Example Asset Flow Paid ads Repurposing influencer and help assets for paid ads where organic performance is strong
63. TAKEAWAY S
64. Find your audienceʼs sources of influence Understand where you are and arenʼt visible across the discovery journey
65. 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
66. 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
67. 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
68. Request a free Organic Media Audit Understand your audienceʼs sources of influence