Research from the Institute of Practitioners in Advertising (IPA) shows that the optimal balance of brand and demand is a 60/40 split - 60% branding, 40% direct response, across all channels.
With an increased focus for immediate results, most companies invest heavily on direct response campaigns while leaving brand building as an afterthought or entirely to organic efforts. While this approach is great for short term performance, the key to sustainable growth often depends on a balance between both sides of the coin.
In this webinar by Archetype and LinkedIn, we’ll share how organisations can leverage a content strategy to create convergence between organic and paid efforts on the platform.
The discussion covers the following points:
- LinkedIn platform & ad solution updates for 2021
- How a content strategy can align marketing, communications, creative, and media teams
- How to build a successful content strategy and a glimpse at the process used by Archetype
- Case studies and examples on how content strategy was used to inform content development pathways for both organic and paid asset development
Speakers
Julian Chow
Head of Digital, Singapore
Archetype
Simon Porter
Account Director, Marketing Solutions
LinkedIn