Organic content means the ordinary posts on your profile, the ones with no money behind them. It looks like the least urgent thing when you are starting out with ads, and it is exactly the other way round: it is what makes your ads cost less.

First, because people buy from those they know. When someone sees your ad and goes to look at your profile, what they find there decides whether they take you seriously. A living profile, with real work and familiar faces, makes the same campaign convert more and getting a customer cheaper.

Second, because being consistent keeps you in sight. Publishing for three weeks straight and disappearing for two months is worse than publishing less but always. No heroic pace is needed: three or four good posts a week keep a profile alive. Markettai helps you plan them from the Posts screen (see «Posts»).

Third, and this is the most profitable part: it tells you for free which ad will work. Every post of yours is a test at no cost. If one gets far more reaction than the rest, you already know that message and that image connect with your people, and you can put money behind it with considerably less risk than inventing an ad from scratch.

That is exactly what Markettai does when it spots a post performing above your average: it proposes turning it into an ad, and it only does so if you left the promotion permission switched on for that post (see «Turning a post that worked into an ad»).

What to publish. What answers a question, what shows how you work and what puts a face to your business works better than what sells directly. Constant promotion tires people and gets you unfollowed.