The 70/20/10 rule focuses on trying to stay relevant to target audiences, focusing on industry highlights and events, and more importantly, closing the gap on the path to the consumer.
Today’s consumers are more aware. Within the sea of information they are exposed to, they are able to recognize an ad when they see it, and lose interest in those brands that are constantly selling, selling, selling. But the dilemma is that, if you don’t advertise, if you don’t make yourself visible, then how can you position the company before a new audience of potential consumers?
Brand content and storytelling have become essential components of a modern marketing strategy, where by creating truly valuable content with the intention of establishing a relationship based on trust and personal connection, you can making marketing objectives work in a way that makes a brand stand out.
However, content marketing has its challenges, as it is often difficult to balance quality, considering quantity and originality, with reliability. Many content marketers have found that setting an editorial calendar and using a 70/20/10 content structure can meet those requirements to generate more readership and results.
These percentages have proven to be a strong and attractive combination and can be easily adopted by any brand or industry. However, there are some guidelines for getting on the right track and developing an editorial calendar that keeps audiences engaged, sharing, and coming back for more.
According to this formula, in principle, an effort should be made to ensure that 70 percent of the content is tested and trusted. The majority of the topic should be dedicated to satisfying the common interests of current audiences with the intention of helping to generate a loyal following and position the brand in its market. The idea is to create high-quality original content while using recognized external sources to maximize conversation and increase the credibility of the organization on issues related to its vocation.
The next 20 percent should be devoted to the production of in-depth content, the so-called premier content. It is advisable to occasionally develop more detailed pieces, which generate deeper engagement and take readers beyond the commercial field; leading them to a better understanding of the brand’s overall vision.
These pieces are based on tried and trusted content, but are richer in providing analysis of trends and exposing current issues. They include ebooks, webinars, case studies, as well as opinions from industry experts, as well as other more eye-catching materials like infographics. These formats take more time to research and develop, so they should only be done sporadically, but they certainly work very well to stimulate conversation and build credibility.
With the remaining 10 percent, you can be more reckless and even experiment. It is the opportunity to be creative and try completely new and different content. New and unexpected content will intrigue current audiences, which is likely to help build excitement and attract new readers. Trying out new topics and tactics will also keep copywriters fresh and sharp and possibly open the doors to worthwhile new approaches.
Try to follow these general guidelines when developing an editorial calendar and see how they provide the perfect mix to make your content marketing impactful. The days of disruptive marketing are behind us. Today, the goal is focused on the customer experience and content marketing plays a leading role for it. If we are not able to clearly define our innovation ambitions and dedicate the appropriate resources and time, the opportunity to succeed will never come.