Channels sold separately, working together
Channels get sold separately and do not work separately. Paid search reveals which keywords convert, which tells you what to write; content earns the rankings that make paid cheaper. Run in isolation, each is worse and costlier.
We plan from one number — what a customer costs to acquire against what they are worth — and let that decide the mix. That sometimes means recommending you spend less, in fewer places, which is not what most agencies are paid to say.
