Content Marketing happens to be the engine of brands and businesses in the digital space.
Experts say we live in the ‘Creator Economy.’
But there is one rule that ensures that your content marketing effort produces the results you want.
Whether you are a Copywriter, Content Creator – both audiovisual and written content – YouTuber, Podcaster, Email Marketer, this rule applies to you.
So long as you are in the Content Marketing space, you either obey this rule or flunk your content effort over again.
Now, What is the ’80 – 20 Rule’?
You will see it in a minute but before then, let’s understand what content creation and marketing are all about.
In another article, you would see the basics of Content Marketing and how to structure your content to meet your marketing goals.
You might be tempted to go all out with content creation and distribution after reading those articles.
After all, you understand how to go about it.
Or so you think.
Far from it.
It is even in Content Distribution that this rule applies the most.
After creating content that captures the basic elements of content marketing, you must ensure that you avoid these five mistakes that Content Marketers make.
Now, Where Does The ’80 – 20 Rule of Content Marketing’ Come In?
Simple. For every piece of content you create and distribute, it MUST offer 80% value to the target audience and only 20% of it should be about sales.
Don’t worry, I’ll explain. Let’s use a Webinar for example.
If you are going to host a webinar,
‘How to Sell 1,000 Copies of Your Online Course as a First Time Creator’, to promote your offer,
You can’t start by selling to your audience from the beginning of the webinar.
Without any doubt, most people will leave your webinar before you can even say ‘Jack’.
Instead, You Will Use This Approach:
First 10 Minutes – Introduce yourself and the work you do
Next 10 Minutes – The Basics of Creating an Online Course
The Following 20 Minutes – Challenges First Time Creators Struggle With
Pitching 10 Minutes – Explain Your Strategy – How You Help Creators
Another 25 Minutes – Testimonials from First Time Creators you have helped overcome these struggles
Stacking 10 Minutes – Show the bonuses you have in your offer
Process 10 Minutes – Show How the Bonuses Ease the process for First Time Creators
Guarantee/Building Trust 10 Minutes – Guarantees and More Testimonials
10 Minutes – Transition into Sales: Compile the Total Cost of your offer + bonuses and other add-ons
Final 5 Minutes – An incredible price slash + an extra bonus for fast action takers.
Just go through that webinar script again.
Can you see how it is all about helping the prospect?
Out of 120 Minutes, we only used 15 Minutes for sales.
That is even less than the ’80 – 20 Rule’, but you can take it to the bank for effectiveness!
It works like magic.
In your Email Campaigns and other marketing campaigns that you run, split it in a ratio of 4:1
That is, for every 5 pieces of content you share, four (4) would be to educate the prospect with valuable, relevant, actionable information about the solution they seek and the other one (1) would be where you pitch your offer as the effective solution.
It doesn’t necessarily have to be a content marketing campaign before the rule can be applied.
Even in your regular content creation and distribution on social media,
You may decide to post educative + informative content four (times) a week and use a day to focus on promoting your solution.
You might be asking why it must be this way.
You must understand that people don’t care about how good your solution is until they are convinced that it can produce the results they desire.
And that is what you want to focus on.
Whether it is to promote your offer, drive traffic to your site, landing page, YouTube channel, and social media, apply this rule carefully and see what happens.
Spend more of your Content Marketing time and effort SHOWING how much you understand their condition and the solution they seek.
Show them how you are helping others and how you can help them, too.
Now that you have their attention and loyalty, pitch your solution as THE solution they need.
You don’t have to say ‘BUY FROM ME.’
Just show them how you can help them achieve their desires with your product, and show them how they can get started with you.
Don’t stress it.
Just try to build a relationship based on trust and competence.
Try it out in your next content creation and marketing task and send us feedback at email@example.com.
If you need help with your content marketing, reach out and book a FREE 30-MINUTE STRATEGY SESSION with us at LBDIGITAL.