What is the 70-20-10 Content Strategy?
The 70-20-10 content strategy is a framework used in content marketing to allocate resources effectively. It suggests dedicating 70% of content to proven strategies, 20% to new or emerging trends, and 10% to high-risk, innovative ideas. This approach helps businesses balance stability with innovation, ensuring consistent audience engagement while exploring new opportunities.
Understanding the 70-20-10 Content Model
What Does the 70% Represent?
The 70% of your content should focus on what has been proven to work. This includes creating content that resonates with your audience, aligns with your brand’s voice, and delivers consistent results. Examples of this type of content include:
- Blog posts that consistently drive traffic
- Social media updates that engage followers
- Newsletters that maintain high open rates
By focusing the majority of your efforts on this type of content, you ensure that your brand maintains a reliable presence and continues to meet audience expectations.
How Does the 20% Work?
The 20% of your content should be dedicated to emerging trends and formats. This involves experimenting with content that is gaining traction but is not yet fully established within your strategy. Examples include:
- New social media platforms or features
- Interactive content like quizzes or polls
- Video content if your current focus is on text
By allocating 20% of your resources here, you can adapt to changing market conditions and audience preferences without overcommitting.
Why Invest 10% in High-Risk Content?
The 10% is reserved for high-risk, high-reward content. This involves trying out innovative ideas that could potentially lead to a significant breakthrough. Such content might include:
- Experimental campaigns
- Collaborations with influencers outside your niche
- Cutting-edge technologies like AR/VR
This small portion of your strategy allows for creativity and innovation without jeopardizing your core operations.
Benefits of the 70-20-10 Content Strategy
Balancing Stability and Innovation
The primary benefit of the 70-20-10 approach is its balance between stability and innovation. By dedicating the majority of resources to proven content, businesses can maintain a steady stream of engagement and revenue. Meanwhile, the 30% dedicated to new and experimental content allows for growth and adaptation.
Efficient Resource Allocation
This model helps in efficiently allocating resources, ensuring that time, budget, and effort are spent wisely. It prevents over-investment in unproven areas while still allowing room for experimentation.
Encouraging Creativity
By setting aside 10% for high-risk ideas, teams are encouraged to think outside the box. This can lead to groundbreaking content that distinguishes a brand from its competitors.
Implementing the 70-20-10 Strategy
Steps to Get Started
- Analyze Current Content: Review your existing content to determine what performs well and aligns with your brand goals.
- Identify Emerging Trends: Stay updated on industry trends and identify which ones could fit into your strategy.
- Brainstorm Innovative Ideas: Encourage your team to come up with creative ideas for the 10% high-risk content.
- Allocate Resources: Distribute your budget and time according to the 70-20-10 model.
- Monitor and Adjust: Regularly review the performance of your content and adjust your strategy as needed.
Practical Example
Consider a fashion brand using the 70-20-10 strategy:
- 70%: Blog posts on fashion tips and trends, social media posts featuring new collections.
- 20%: Instagram Stories showcasing behind-the-scenes content, TikTok videos on styling tips.
- 10%: Collaborations with tech companies to create virtual fitting rooms.
People Also Ask
How Can the 70-20-10 Strategy Improve Content Marketing?
The 70-20-10 strategy improves content marketing by ensuring a balanced approach to content creation. It maintains consistency with proven methods while allowing for innovation and adaptation to new trends, ultimately enhancing audience engagement and brand growth.
Is the 70-20-10 Model Suitable for All Businesses?
While the 70-20-10 model is versatile, it may not suit every business. Companies with limited resources might need to adjust the percentages to focus more on proven strategies. However, the core principle of balancing stability and innovation is universally applicable.
How Do You Measure Success in the 70-20-10 Strategy?
Success can be measured by analyzing key performance indicators (KPIs) such as engagement rates, conversion rates, and audience growth. Regularly reviewing these metrics helps determine the effectiveness of each content category and make necessary adjustments.
What Are Common Mistakes When Using the 70-20-10 Strategy?
Common mistakes include over-investing in the 10% high-risk category without adequate research, neglecting the 20% emerging trends, and failing to adapt the strategy based on performance data. Regular evaluation and flexibility are crucial.
Can the 70-20-10 Strategy Be Used in Other Areas?
Yes, the 70-20-10 strategy can be applied beyond content marketing. It is useful in areas like product development, where 70% of resources focus on existing products, 20% on improvements, and 10% on new innovations.
Conclusion
The 70-20-10 content strategy is a powerful tool for balancing stability and innovation in content marketing. By allocating resources wisely, businesses can ensure consistent engagement while exploring new opportunities. This strategy not only enhances content effectiveness but also encourages creativity and adaptation in a rapidly changing digital landscape. For more insights on content strategies, explore our guide on content marketing trends.
