LinkedIn believes that branding will deliver the best results to your business in the long run. Sure there are influencers, you run the best infographics and ads, but good branding will carry your business all the way.
“Evidence is mounting that loading budget into performance marketing without a brand strategy to support it risks diminishing returns. Research by the Institute of Practitioners in Advertising (IPA) shows the impact of demand marketing declining quickly over time, while an investment in brand keeps on giving. That’s why IPA data suggests that the optimal marketing mix gives 60% of budget to brand, compared to 40% for demand.”
Additionally, having a content plan helps reinforce your brand ethos and approach, as well as help bolster promoting your products. This combined approach helps maximise your results.