Yesterday I had a conversation with a former colleague. She was telling me how her team was using LinkedIn to attract new customers. The problem? Their organic posts were getting little engagement, and their paid campaigns felt too commercial. “We want to be visible without losing our authenticity,” she said. A familiar challenge.
LinkedIn offers countless opportunities to both tell your brand story and generate leads. But how do you ensure that your organic posts and paid campaigns reinforce each other instead of getting in each other’s way?
Why organic content is essential
Authentic, organic content shows your brand as it really is. These are the posts in which you share your vision, show your team, and tell stories that resonate with your target audience. Think of inspiring customer cases, events or milestones.
Organic content builds trust. It creates a base of followers who get to know and appreciate your company. But let’s be honest: organic visibility on LinkedIn is increasingly limited by algorithms. That’s why you often can’t do it alone.
The role of paid content
Paid content is like an amplifier. You reach a larger audience with it, faster and in a more targeted way. Suppose you have a strong organic post that performed well. By turning it into a sponsored campaign, you increase the impact enormously. In addition, you can use advertisements to target specific target groups, such as industry, function, or company size.
The power lies in the combination: a successful advertisement attracts new followers, while your organic content retains them.
How do you combine this smartly?
- Start with a strong organic strategy. Make sure your content is authentic and valuable.
- Use data. Analyze which organic posts perform well and use them as sponsored campaigns.
- Test and optimize. A/B test different messages and visuals to see what works.
- Stay authentic. Paid content should also match the tone and values of your brand.
Want to know how you can optimize your LinkedIn strategy with the perfect mix of organic and paid content? Get in touch now!
