Recently, Edelman’s Kate Cooper, Executive Vice President of B2B US, and Amy Howard-Meza, Director of Paid Media at DXI, joined LinkedIn’s [In]novate series to discuss blending organic and paid strategies in B2B marketing. The Fireside Chat, hosted by LinkedIn’s Matt Ross, offered actionable insights on maximizing content value across organic and paid channels.
The Power of Organic Content
Amy emphasized the importance of using organic content as a solid campaign base, allowing brands to build trust with already-warmed audiences before adding paid efforts. Edelman DXI’s “full funnel” approach to LinkedIn leverages organic to test content and target audiences before expanding reach with paid strategies.
Making Content Work Harder
Kate highlighted the “create once, repurpose everywhere” approach, encouraging brands to extend content lifespan by repurposing it for different channels and audiences. She warned against the “set it and forget it” mindset, instead stressing the need for cohesive strategies between organic and paid teams to create consistent audience experiences.
Thought Leadership & Events as Amplifiers
Amy and Kate noted that thought leadership through employee networks enhances trust and reach. They also recommended approaching events as full-cycle content opportunities, from pre-event thought leadership to post-event retargeting for sustained engagement.
Key Takeaways
- Boost Organic First: Engage familiar audiences with organic before adding paid.
- Repurpose for Maximum Value: Reuse content across channels to drive ROI.
- Align Teams for Consistency: Paid and organic teams should work from shared goals.
- Amplify with Thought Leadership: Leverage employee networks to build trust.
- Optimize Event Content: Use events as content sources before, during and after.
Amy and Kate’s insights offer a practical guide to blending organic and paid strategies on LinkedIn, creating campaigns that build familiarity and drive results across the full customer journey.