How do you balance organic content with paid marketing?

Joshua Spanier

Vice President · Google

Spend 70% on proven tactics

Joshua Spanier says the philosophy at Google Marketing is to spend 70% of budgets on things you know work and can prove, because data trumps opinion.

Harry Clarkson-Bennett

SEO Director · The Telegraph

Measure incremental uplift

Harry Clarkson-Bennett says you have to measure incremental uplift because last-click attribution makes SEO look like the hero and excludes credit other top- and middle-funnel channels.

Arin Schultz

Chief Growth Officer · Naturepedic

Turn organic UGC into paid ads

Arin Schultz says he turns organic UGC from influencers into paid ads, which he says pays for itself because he doesn't have to do an expensive photo shoot.

The answer starts at 12:11.

Dustin Baker

Founder · Hiddengem Media

Pair organic with paid

Dustin Baker says he leans into both organic social media and paid Meta ads since they pair well together: what performs organically tends to translate into winning paid ads, and paid spend can boost organic performance.

Adam Holmgren

Co-founder & CEO · Fibbler

Amplify organic winners with paid ads

Adam Holmgren says to amplify organic winners with paid ads, explaining that posting frequently for free reveals what resonates before putting ad budget behind it.