organic-growth
How to Align Organic Strategies with Broader Marketing Goals
Published: 22/07/25 - Updated: 22/07/25
For years, SEO and digital PR operated in parallel to wider marketing teams. One focused on rankings and backlinks. The other built out campaign calendars, brand plans and product pushes. And often, they ran side by side, sometimes crossing paths, rarely running as one.
That’s changing. Today, organic strategies can’t afford to sit in silos. As budgets tighten and expectations grow, brands need their SEO, Digital PR and content efforts to align tightly with broader marketing activity to deliver measurable, business-driven results.
Here’s how to make that alignment happen, and why cross-functional collaboration is the way forward if you want measurable results.
Start with shared outcomes and KPIs
Organic teams are often tasked with their own goals: backlinks, rankings, organic sessions. Marketing Directors are looking at brand awareness, demand generation, lead quality. When digital PR and SEO strategies are tied to wider business objectives (whether that’s entering a new market, supporting a product launch or improving perception in a specific audience), the results resonate far beyond search rankings.
Shared KPIs build shared purpose. It’s not about adding more to the dashboard, it’s about making sure everyone’s looking in the same direction.
Use organic insight to inform wider planning
Organic search is one of the most honest forms of consumer insight available. What your audience is searching for, how they’re wording it, and what content they engage with is gold for when it comes to campaign planning, content creation and even product development.
At Kaizen, we use SEO research to shape messaging that reaches far beyond the search page. The research helps inform what goes into Digital PR campaigns, how we can frame content for different markets and audiences, and what story angles will work with each of them.
Make collaboration part of the process
Getting SEO and PR leads into early planning meetings means looping the performance teams into creative ideation from the beginning. It means thinking of content not just as a blog post or campaign asset, but as a tool to support every stage of the funnel.
Some of the most successful campaigns we’ve seen happen when everyone around the table understands what the others are trying to achieve and actively supports it.
Build strategies that have room to be reactive
One of the advantages of organic channels is agility. You can respond to trends, shift focus, and test messages without needing six-figure ad budgets. But that agility is most powerful when it’s part of a larger brand strategy.
If Digital PR teams are chasing trends that don’t support brand values, or SEO is driving traffic that doesn’t convert, you’re creating activity and not impact.
Alignment means knowing when to pivot and when to push back. It means ensuring every piece of content, every outreach email, every landing page is working up to something bigger.
We believe organic success starts with alignment. If your SEO and PR efforts are still running in silos, it might be time for a fresh perspective. Let’s help you build something together.
Organic growth doesn’t work in isolation, and neither should your strategy
If your SEO and PR teams are still working in separate lanes, you’re not unlocking their full value. Let’s fix that. We help brands connect organic strategy to commercial outcomes, through joined-up thinking, smarter insights, and collaboration that actually works.
Ready to align organic with the bigger picture? Contact Kaizen today!
Marina Plummer
Marina has been at Kaizen for over four years now and has nearly a decade of experience in Digital PR. Marina has nurtured and grown some of Kaizen’s longest-standing clients, producing award-winning campaigns across her career. Her experience spans a breadth of industries from automotive, fintech, insurance, e-commerce, health and lifestyle. Her current role at Kaizen focuses on having an eye for what makes a newsworthy campaign as the media landscape continues to evolve, managing a team to deliver the highest standard of work for our clients and reporting on the value of what we do with an SEO hat on.