The 70/20/10 Rule in Content Marketing: What You Need to Know

Understanding the 70/20/10 Rule

Okay, let's dive into this 70/20/10 rule thing. Honestly, when I first heard about it, I thought it was some weird ratio diet. Turns out, it's way more useful (and less likely to leave you hangry).

So, where does this whole rule come from? While the exact origin is debated, the principles behind it are often linked to innovation management, specifically how companies should balance their efforts between established successes and exploring new frontiers. The core idea is that a similar dynamic can drive growth and engagement in content marketing.

Here's the gist:

• 70% Core Content: This is your bread and butter. The stuff that consistently works for you. Think of it as your tried-and-true blog posts, product demos, or customer testimonials.
• 20% Remix Content: This is where you take existing content and give it a fresh spin. Maybe turn a blog post into an infographic, or a webinar into a series of short videos.
• 10% Innovation Content: This is your experimental playground. New formats, edgy topics, or completely different takes on your brand story. It's risky, but it could pay off big time.

The core idea is about de-risking your content strategy. You don't want to put all your eggs in one basket, but you also don't want to throw spaghetti at the wall and hope something sticks.
And why is this balance so important today? Well, marketing is constantly evolving, and you gotta keep up.

Let's break this down a bit more, shall we?

• 70% Core Content: This is the reliable, high-performing content that your audience expects. If you're a healthcare provider, that might be articles on common health conditions. If you're in retail, it could be product guides or style tips.
• 20% Remix Content: This isn't just regurgitating old stuff; it's about breathing new life into it. Turn that whitepaper into a short video series for LinkedIn, or maybe create a "best of" compilation from your top-performing blog posts.
• 10% Innovation Content: Okay, this is where things get interesting. Maybe you try out a new social media platform, experiment with ai-generated content, or do a live stream with a surprise guest. It might flop, but it might also be your next viral hit.

This balance helps you achieve different objectives. The core content keeps the lights on, the remix content keeps things interesting, and the innovation content helps you stay ahead of the curve. It's kinda like having a well-rounded investment portfolio for your content.

Next up, we'll get into the specifics of how to actually apply this rule. Get ready to roll up your sleeves!

The 70%: Core Content – Your Bread and Butter

Alright, let's talk about that 70% chunk of the 70/20/10 rule – the core content! Think of it as the comfy chair in your content strategy living room; it's where you and your audience spend most of your time.

It's not just about churning out any ol' content; it's about creating stuff that consistently resonates with your audience. Here's what makes it tick:

• Sticking to What You Know: Core content usually revolves around established topics and keywords that your audience is already searching for. If you're a financial advisor, think "retirement planning," "investment strategies," or "estate planning" – the stuff you know inside and out.
• Formats That Work: We all have our go-to content formats, right? Core content leverages those formats that consistently pull in the views, shares, and conversions. For a SaaS company, that might be those super helpful product tutorials or in-depth blog posts.
• Evergreen is the Name of the Game: Unlike those trendy TikTok dances that fade faster than you can say "viral," core content should be evergreen. It remains relevant and valuable over time, continuing to attract traffic and generate leads months (or even years) after it's published. Think of it as a long-term investment.
• Show Off Your Expertise: This is where you really flaunt your brand's expertise and authority. As a healthcare provider, this could be in-depth guides on managing chronic conditions, showcasing your deep understanding and building trust.

So, what does core content look like in the real world? Here are a few examples:

• Answering the Burning Questions: Blog posts that directly address common questions in your industry. If you're a real estate agent, these might be titles like "How much house can I afford?" or "What are the steps to buying my first home?"
• The Essential Guides: Detailed, comprehensive guides on essential industry topics. Imagine a marketing agency creating a guide to "SEO for Small Businesses" – a resource that becomes a go-to for their target audience.
• Show, Don't Just Tell: Case studies that highlight successful client outcomes. These provide tangible proof of your expertise and the value you deliver.
• Do-It-Yourself Guides: Tutorials and how-to articles that empower your audience. A home improvement store might offer articles on "How to Install a New Faucet" or "Building a Deck on a Budget."
• Product Focused: Content that directly focuses on your product or service, like detailed product descriptions or user guides.

Okay, so you know what core content is – but how do you make it? Or make it better?

• Keyword Research is Your Friend: Tools like Semrush or Ahrefs can help you uncover the keywords that your audience is actually searching for. This ensures your content is discoverable.
• ai Writing Assistants: Okay, i'm not supposed to endorse ai but ai writing assistants like Jasper or Copy AI can help you generate content ideas and even draft articles for your 70% core content. They can also help rephrase existing content for your 20% remix efforts, or brainstorm unconventional ideas for your 10% innovation content. But remember, always add your own human touch!
• Grammar Nazis Unite!: Tools like Grammarly or the Hemingway Editor can help you polish your writing and ensure it's clear and concise. This is especially helpful for ensuring your 70% core content is polished and professional.
• SEO Optimization: Platforms like Surfer SEO or Clearscope help you optimize your content for search engines, ensuring it ranks higher and reaches a wider audience. This is crucial for making sure your core content gets found.

Speaking of Optimization, here's a mermaid diagram showing the content optimization workflow:

And, look at that, it all comes back to the start!

Next up, we'll be diving into the world of remix content. Get ready to breathe new life into your existing assets!

The 20%: Remix Content – Amplifying What Works

Remixing content? It's not just about slapping a new coat of paint on old furniture; it's about finding hidden value in what you already have. Why start from scratch when you've got gold sitting in your content archives?

• Repurposing High-Performing Content: Think of your top blog post. Why let it gather dust? Turn it into a compelling infographic. Use the insights from that webinar to create a punchy email series. It's like mining your own data for more content.

• Reaching New Audiences on Different Platforms: Not everyone hangs out on your blog. Some are on LinkedIn, others on Instagram. Reformatting content lets you meet them where they are. A LinkedIn audience might love a short video distilled from your latest whitepaper.

• Saving Time and Resources: Let's be real – content creation is time-consuming. Remixing cuts down on research, writing, and editing. You're leveraging existing knowledge and expertise, not reinventing the wheel.

• Extending the Lifespan of Your Best Ideas: Evergreen content deserves a longer run. Remixing ensures its message stays relevant and visible. That old case study? Chop it up into testimonials for your website.

• Turning Blog Posts into Infographics: Data-heavy blog posts are perfect for this. Visuals make complex info digestible.

• Converting Webinars into Shorter Video Clips: Chop up that hour-long webinar into bite-sized segments for YouTube or social media.

• Compiling Statistics into Shareable Social Media Graphics: Got a post full of stats? Turn those into eye-catching images for Twitter and Instagram.

• Creating a Podcast Series from a Blog Series: Expand on those blog topics, add interviews, and give your audience something to listen to on the go.

• Developing an ebook from Multiple Blog Posts: Bundle related posts into a comprehensive guide and offer it as a lead magnet.

• Repackaging User Testimonials into Compelling Social Ads: Turn those glowing reviews into ads that speak directly to potential customers.

• Graphic Design Tools (Canva, Adobe Spark): Essential for creating visuals. Canva's great for quick social media graphics, while Adobe Spark lets you get a little more creative. These are great for transforming your 70% core content into shareable 20% remix assets.

• Video Editing Software (Adobe Premiere Rush, iMovie): For slicing and dicing webinars into shareable clips. Premiere Rush is solid for mobile editing. Use these to repurpose longer-form 70% content into engaging 20% formats.

• Podcast Editing Platforms (Audacity, GarageBand): Edit audio, add music, and make your podcast sound professional, even if you're just starting out. This is perfect for turning written 70% content into an auditory 20% experience.

• Presentation Software (PowerPoint, Google Slides): Not just for presentations! Use these to create infographics or social media carousels. These can be used to visually remix your existing 70% content.

Here's a quick mermaid diagram to visualize how to remix content:

Imagine you're a financial advisor and you have a 20-page whitepaper on retirement planning. That's great – but who's going to read it? Try turning it into a series of short, animated videos for YouTube. Or, create a checklist that summarizes the key steps. Repurpose that content to fit different needs and consumption habits.

So, as you're planning your content, remember the 20%. It's not just about reusing stuff; it's about getting the most mileage out of your best ideas. Next up, we're diving into the wild and crazy world of innovation content. Get ready to experiment!

The 10%: Innovation Content – Experiment and Explore

Okay, so you're thinking, "Innovation content – sounds kinda fancy, right?" Honestly, it can be. But it's also where the real magic happens – where you figure out what's next for your brand.

Innovation content is all about venturing into uncharted territory. Think of it as your content marketing skunkworks – a place where you're allowed to break stuff, try weird things, and generally not worry too much about ROI in the short term.

What's the point of all this?

• Pushing boundaries and trying new things: You can't get ahead by doing the same old thing. Innovation content gives you the space to test new formats, explore emerging platforms, and see what sticks.
• Staying ahead of trends and competition: The marketing landscape is evolving at warp speed. If you're not experimenting, you're getting left behind.
• Discovering unexpected wins: Sometimes, the best content ideas come from left field. A weird little experiment might just turn into your next viral hit.
• Accepting that some experiments will fail: Not everything you try is going to work – and that's okay! The point is to learn from your failures and move on.

It's like this: if you're a financial advisor, maybe you try a TikTok series explaining complex investment strategies in 60 seconds. It could flop, but it could also resonate with a younger audience you never reached before. Or, if you're in retail, maybe you try an augmented reality experience that lets customers "try on" clothes virtually.

So what does innovation content actually look like? Here are a few ideas to get your creative juices flowing:

• Interactive content (quizzes, calculators): These are a great way to engage your audience and provide value. A healthcare provider could create a quiz to assess someone's risk of developing a certain condition.
• Augmented reality (AR) experiences: Bring your products to life with AR. A furniture retailer could let customers see how a couch would look in their living room before they buy it.
• User-generated content (UGC) campaigns: Let your customers do the talking. A restaurant could run a contest encouraging people to share photos of their meals on Instagram.
• Collaborations with influencers in unexpected niches: Partner with someone who isn't typically associated with your industry. A bank could team up with a travel blogger to create content about budgeting for vacations.
• Short-form video on emerging platforms (TikTok, Reels): These platforms are where the eyeballs are. A marketing agency could create short, punchy videos with actionable tips for small business owners.

Okay, so you're staring at a blank screen, wondering where to start. Here's where the right tools can be a lifesaver for your 10% innovation efforts:

• AI writing assistants can help brainstorm unconventional ideas or draft experimental content formats.
• Audience Insights Analyzers (like those found in social listening tools or analytics platforms) can help you understand emerging trends and what your audience is talking about right now, sparking innovative content ideas.
• Social media platforms themselves offer opportunities for rapid experimentation with new features and formats, like short-form video or interactive polls, perfect for your 10% innovation bucket.
• UX Review tools can help you test novel user experiences for your innovative content, ensuring it's not just creative but also functional.

Experimentation isn't just a nice-to-have; it's essential for long-term success. So, embrace the unknown, try new things, and see what happens.

Now that we've explored the 70/20/10 rule in content marketing, let's see how you can measure the impact of your content.

Putting It All Together: Implementing the 70/20/10 Rule

Putting the 70/20/10 rule into action is like conducting an orchestra – each section needs its own time and attention, but it's the blend that makes the music. So, how do we wrangle this rule into something practical? Let's take a look, shall we?

A content calendar is your best friend in all this. It's not just about jotting down some dates; it's about strategically planning your content mix to fit the 70/20/10 rule.

• Planning Your Content Mix in Advance: Think of your calendar as a pie chart. 70% is for your core content – those reliable blog posts and tutorials. 20% is for remixing – turning webinars into podcasts. And 10%? That's your wild card – maybe a TikTok series or an interactive quiz.
• Allocating Resources to Each Category: This isn't just about time; it's about budget and manpower. Your bread-and-butter content (70%) needs consistent attention. Remixing (20%) might need some design skills. And innovation (10%)? That might require some outside-the-box thinking and a bit of risk.
• Setting Realistic Goals and Metrics: What does success look like for each content type? Core content should drive traffic and leads. Remix content should boost engagement. Innovation content? Well, that's all about experimentation – maybe it's brand awareness or reaching a new audience.

To visualize all this, a Gantt chart can be great.

So, you've got your content calendar rocking. Now, how do you know if it's actually working? Tracking and analysis are key.

• Monitoring Performance of Each Content Type: Core content should be reliable, remix content should keep things interesting, and innovation content—well, that's where the magic happens. You need to keep an eye on the metrics that matter for each type.
• Identifying What Resonates with Your Audience: What topics get the most shares? What formats drive the most conversions? This is your chance to learn what your audience really wants.
• Adjusting Your Strategy Based on Data: The 70/20/10 rule isn't set in stone. If your innovation content is killing it, maybe you bump it up to 15%. If your core content is getting stale, maybe it's time for a refresh.
• Being Open to Change and Iteration: Data doesn't lie. If something isn't working, don't be afraid to scrap it and try something new. This is all about continuous improvement.

As you can see, this isn't a "set it and forget it" kinda deal. It's a constant tweaking and optimizing process.

Think about a small marketing agency. Their core content might be blog posts on SEO tips. Remix content could be turning those posts into short videos for social media. And innovation? Maybe they try out a new social media platform like Clubhouse or test out a new ai tool for content generation.

Okay, so, you've got the implementation and monitoring down. Now, let's talk about mistakes to avoid in the next section.

Tools to help you build your content marketing strategy

Okay, so you're trying to get your content marketing strategy dialed in? Good move – it's where the rubber meets the road, and having the right tools can make or break you. In today's competitive digital landscape, relying solely on manual processes for content marketing is like trying to navigate a complex maze without a map; the right tools provide the direction and efficiency needed for success.

Ever feel like you're staring at a blank page, and your brain is just…empty? That's where ai writing assistants come in handy. They're not gonna replace you, but they can sure kickstart the process and help you when writer's block hits.

• AI writing assistants can generate high-quality content quickly. Need a blog post, some social media snippets, or even just a catchy headline? These tools can churn out drafts in minutes. For your 70% core content, AI can help draft initial versions of evergreen articles. For your 10% innovation content, it can help brainstorm unconventional ideas. For your 20% remix efforts, it can help rephrase existing content. Just don't forget to inject your own voice, or it'll sound like, well, an ai wrote it.
• AI can help with brainstorming, outline creation, and drafting. Stuck on what to write about? Most ai assistants can spit out a bunch of ideas based on a keyword or topic. Plus, they can even build an outline for you – it's like having a digital intern.
• AI can improve SEO by optimizing content for search engines. AI tools can analyze top-ranking content for specific keywords, identify semantic variations, suggest optimal keyword density, and even help in crafting compelling meta descriptions and titles, all contributing to better search engine visibility. This is crucial for making sure your 70% core content gets found.
• AI can provide insights into audience preferences and trends. Some ai platforms can analyze data to figure out what your audience is interested in right now. This can help you create content that's actually relevant and gets engagement, especially for your 10% innovation content.

Don't get me wrong: creating awesome content is key, but if no one can find it, what's the point? That's where seo tools come in – they're like the GPS for your content, guiding it to the right audience.

• SEO tools help identify relevant keywords and topics. These tools let you see what people are actually searching for, not just what you think they're searching for. This helps you create content that answers real questions and solves real problems, especially for your 70% core content.
• SEO tools provide insights into competitor strategies. Wanna know what your competitors are up to? SEO tools can analyze their websites, social media, and content to see what's working for them. It's like having a peek at their playbook.
• SEO tools can track content performance and identify areas for improvement. Once your content is out there, SEO tools can track how it's performing. This helps you see what's working and what needs tweaking.
• SEO tools offer recommendations for optimizing content for search engines. Think of these tools as your SEO coach, giving you tips and tricks to rank higher. They can analyze your content and suggest changes to improve its visibility.

Social media – it's not just for sharing vacation pics and cat videos, you know? It's a goldmine for content marketing, if you use it right.

• Social media platforms offer a direct line of communication with your audience. Forget waiting for email responses – social media lets you chat with your audience in real-time. This helps you build relationships, answer questions, and get feedback.
• Social media platforms provide valuable insights into audience behavior. What are people liking, sharing, and commenting on? Social media analytics can give you a treasure trove of data to understand your audience better.
• Social media platforms can be used to promote content and drive traffic. Sharing your content on social media is a no-brainer, but you can also use ads to reach a wider audience. This helps you get more eyeballs on your stuff and drive traffic back to your website.
• Social media platforms offer opportunities for experimentation and innovation. Platforms like TikTok and Instagram Reels allow for rapid testing of new visual storytelling techniques, interactive filters, or trending audio, providing immediate feedback on audience reception. This is perfect for your 10% innovation content.

So, get out there, try some of these tools, and see what works for you! It may take a little experimenting, but I'm sure you can make something happen.

Next up, we'll be talking about how to measure the impact of your content – because if you're not tracking, you're just guessing. Let's get into it!

Examples of Companies Using the 70/20/10 Rule Successfully

Alright, let's get into some examples of companies that are actually using this 70/20/10 rule successfully. It's one thing to talk about the theory, but seeing it in action? That's where the real "aha!" moments happen, ya know?

So, Company A is a B2B software provider – they're all about that core content. They've nailed the 70% by focusing on a few key things:

• High-quality blog posts answering user questions. They're not just throwing random content out there; they're laser-focused on addressing the pain points their users actually have. This could be anything from "how-to" guides to in-depth tutorials. Hypothetical Metric: Company A saw a 15% increase in organic traffic due to their consistent core content, with blog posts on "troubleshooting common software issues" ranking in the top 3 for relevant search terms.
• Detailed case studies showcasing ROI. Nothing sells software like proving it works, right? Company A puts together super detailed case studies that show exactly how their software has helped clients boost revenue, cut costs, or improve efficiency. Hypothetical Metric: Their case studies contributed to a 10% higher conversion rate from demo requests to paying customers, as prospects could clearly see the value.
• Expert guides on industry best practices. They position themselves as thought leaders by creating content that goes beyond their own product. It's about educating their audience on the broader landscape of their industry and showing they're in the know. Hypothetical Metric: These guides helped establish Company A as a go-to resource, leading to a 20% increase in brand mentions and backlinks from industry publications.

It's like they're saying, "Hey, we get you. We know your challenges, and we're here to help – even if it doesn't always involve buying our software." Smart move, if you ask me.

Company B, an ecommerce brand, is killing it with the 20% remix content strategy. They understand that not everyone consumes content the same way, so they're all about repurposing their best stuff:

• Repurposing product demos into engaging TikTok videos. Who says product demos have to be boring? Company B takes their demos and turns them into short, snappy videos that are perfect for TikTok's short attention spans. Hypothetical Metric: Their repurposed demo videos on TikTok resulted in a 25% increase in brand mentions among a younger demographic and drove a 5% uplift in direct product page visits from the platform.
• Turning customer reviews into eye-catching Instagram carousels. Instead of just letting those glowing reviews sit on their website, they turn them into visually appealing carousels for Instagram. It's social proof at its finest! Hypothetical Metric: These Instagram carousels saw a 30% higher engagement rate compared to their standard posts and led to a 7% increase in add-to-carts from Instagram traffic.
• Converting blog posts into visually appealing infographics. Got a long blog post with a bunch of data? Company B turns it into a visually engaging infographic that's easy to share and digest. Hypothetical Metric: Their infographics were shared 50% more often than the original blog posts and contributed to a 12% increase in website traffic from Pinterest and other visual platforms.

They aren't just writing new stuff all the time -- they get the most out of what they have.

Now, Company C, a marketing agency, is where things get really interesting. They're all about that 10% innovation content – they're not afraid to experiment and try new things.

• Experimenting with AI-driven content creation. They're diving headfirst into the world of AI, using it to generate content ideas, draft articles, and even create social media posts. It's risky, but it's also pushing them to the forefront of the industry. Hypothetical Metric: Their experimental AI-generated "future of marketing" series, while not directly driving leads, increased their brand's perceived innovativeness by 40% in industry surveys and attracted 10 new inbound inquiries from forward-thinking clients.
• Running interactive polls and quizzes on social media. They're not just passively posting content; they're actively engaging their audience with polls and quizzes that are actually relevant to their brand. It's a great way to gather data and keep things interesting. Hypothetical Metric: A series of interactive quizzes on marketing trends saw a 60% participation rate and provided valuable insights into audience preferences, which informed their 70% core content strategy for the next quarter.
• Collaborating with micro-influencers on niche topics. Instead of going after the big-name influencers, they're partnering with smaller, more niche creators who have a highly engaged audience. It's a more targeted approach that can yield some surprising results. Hypothetical Metric: A collaboration with a micro-influencer focused on emerging social media platforms resulted in a 300% increase in engagement on their joint content and a 15% boost in followers from that influencer's audience.

Company C is all about staying ahead of the curve.

So, you see, the 70/20/10 rule isn't just some abstract concept; it's a practical framework that companies are using to drive results. Next up, we'll dive into some common mistakes to avoid when implementing this rule. Don't wanna fall into those traps, right?

Common Pitfalls and How to Avoid Them

Okay, so you're thinking about implementing the 70/20/10 rule for your content, huh? It's not a bad idea, but it's also not a foolproof plan--there's some potholes ya gotta dodge!

The biggest mistake is getting stuck in the 70% core content groove. It's easy to just keep churning out the same old blog posts or product demos, right? But if you're not careful, you'll end up:

• Failing to allocate resources to innovation. The 10% for innovation is crucial. It's where you find new audiences, formats, and ideas. Without it, you're just repeating yourself.
  • How to Avoid: Schedule dedicated time for innovation brainstorming sessions (e.g., weekly or bi-weekly). Set aside a specific budget for experimental content, even if it's small. Assign individuals or a small team to focus on exploring new formats and platforms.
• Becoming stale and predictable. Nobody wants to read the same blog post, with slightly different wording, over and over!
  • How to Avoid: Regularly review your 70% content to ensure it's still relevant and engaging. Use audience feedback and analytics to identify areas that might be losing steam.
• Missing out on new opportunities. The marketing landscape is always changing. If you're not experimenting, you're gonna get left behind.
  • How to Avoid: Stay informed about industry trends and emerging platforms. Dedicate a portion of your 10% innovation budget to exploring these new avenues.

Another common mistake is relying on gut feelings instead of data. It's tempting to just go with what feels right, but that's a recipe for disaster. You'll be:

• Making decisions based on assumptions. Your gut might be wrong!
  • How to Avoid: Always back up your content decisions with data. Use keyword research, audience analytics, and competitor analysis to inform your strategy.
• Wasting resources on ineffective content. Why create something nobody wants to see?
  • How to Avoid: Before investing heavily in new content, conduct small-scale tests or surveys to gauge audience interest.
• Failing to adapt to changing audience needs. What worked last year might not work this year.
  • How to Avoid: Continuously monitor your content performance metrics and be prepared to pivot your strategy based on what the data tells you.

Finally, don't be afraid to fail! Innovation content, by its very nature, involves risk. If you're too scared to try new things, you'll be:

• Stifling creativity and experimentation. You'll never come up with new ideas.
  • How to Avoid: Foster a culture where experimentation is encouraged. Frame failures as learning opportunities rather than setbacks.
• Missing out on potential breakthroughs. The next big thing might be just around the corner.
  • How to Avoid: Implement a post-mortem process for failed experiments. Analyze what went wrong, extract key learnings, and apply those lessons to future endeavors.
• Failing to learn from mistakes. Failure is a learning opportunity!
  • How to Avoid: Document your learnings from both successes and failures. Create a knowledge base that the team can refer to, ensuring that insights are not lost.

Implementing the 70/20/10 rule is an ongoing process of adjustment. It's about finding what works for you and your audience, so let's see how you can measure the impact of your content.

Final Thoughts: The 70/20/10 Rule as a Guide, Not a Law

Okay, so, we've gone through the 70/20/10 rule, but approach it as a flexible framework, not a rigid doctrine. Think of it more like a loose guideline.

• Know your audience: What works for a tech blog might not fly for a healthcare provider.
• Be flexible: Don't be afraid to tweak the ratios as you learn what resonates.
• Never stop learning: Keep up with the latest trends and adapt your strategy.

In short? Use the rule—but adapt it to your unique circumstances and brand identity.