The 70/20/10 model is common through business in an educational sense with the curriculum and in the innovative sense with business management. This same model should be used through marketing as well. Through analyzing leading brands such as Nike, Coca-Cola, Red Bull and many others, this distribution of editorial workflow has paid off with great success.
70% of content should be low-risk, including basic marketing and “proven content”. This majority should speak to your audiences top needs and display your business‘s core expertise. The “core” content should center around what your business is all about in regards to their purpose in the community. Factual information informs the people what they they are missing out on and what you can offer them to make their lives better. However, a business can only talk about themselves informationally for so long.
20% of content should involve “premier content”, which optimizes and innovates off of the 70%. This information aims to lead audiences down the sale funnel by responsively advertising the core ideas of the business. Short-term opportunity maximizing brings in audiences even more. These ideas involve more time and effort in hopes to gain sales. Examples include monthly newsletters, ebooks and webinars, which get the audience more connected with the business. These advancements further your audience’s understanding of your business and may intrigue them to get more involved.
The last 10% of content is relatively new in the marketing system. It’s for things that can’t be planned for. These are considered “experimental content”, where risks are taken but space is made to test out new ideas. This can include offering short-term advantage situations to reflect upon an audience’s reactive desire. By taking steps into unknown territory, businesses can ignite the unrealized passions of their audiences and gain a new sense of community to market to.
Content marketing is one of the most innovational formulas as it leads to long-term success through participation and interaction. Although this model is static, the variables within this formula are amorphous. The 10% can become a grand idea that turns into the 20% or even the 70% as innovative ideas will pass through a business to adapt with its audience’s fluctuating desires and needs over time. As a company gains success and a solid backbone audience, they may also their increase chances of risk and eventually, the 10% and the 70% may switch to give them more opportunities. Through this 70/20/10 concept, a business will be successful in the long-run as it can change through several variables but also stay consistent in determining goals for the industry.