70–20–10 rule in digital marketing and content strategy (2024)

In the dynamic and ever-evolving realm of digital marketing, staying ahead of the curve is paramount for businesses looking to make a significant impact. One invaluable guiding principle that has proven its worth time and again is the 70–20–10 rule. In this article, we will delve into the 70–20–10 rule’s application in digital marketing and content, understand its intricacies, and see how it can elevate your online presence.

The 70–20–10 rule is a strategic framework that outlines how to allocate resources within your digital marketing and content strategy. It suggests that your efforts should be divided into three distinct categories:

1. 70% for Core Strategies: The largest share of your resources — 70% — is earmarked for core strategies. These are the tried-and-true methods that have consistently delivered results for your brand. In digital marketing, this might involve tactics such as search engine optimization (SEO), content marketing, and email campaigns. These strategies provide stability and ensure that you maintain a steady online presence.
2. 20% for Growth Initiatives: The subsequent 20% is designated for growth initiatives. These are strategies that carry a slightly higher risk but have the potential for substantial rewards. In the digital realm, growth initiatives may encompass venturing into new social media platforms, exploring emerging advertising technologies, or experimenting with different types of content. This segment is vital for expanding your reach and audience.
3. 10% for Innovation and Experimentation: The final 10% is reserved for innovation and experimentation. This slice of the pie encourages creativity and adaptability in the face of the ever-evolving digital landscape. It’s where you test new waters, explore emerging technologies, and engage in out-of-the-box thinking. While not all experiments will yield immediate results, this 10% allows your brand to evolve and stay at the forefront of the digital marketing game.

The 70–20–10 rule is based on the recognition that marketing is not a one-size-fits-all endeavor. It acknowledges the need for a diversified approach to meet both short-term and long-term objectives. Here’s why this rule is so compelling:

1. Stability and Consistency: The 70% allocated to core strategies ensures that a business maintains a steady presence in the market, fostering brand loyalty and reliability among existing customers
2. Growth and Expansion: The 20% dedicated to growth initiatives allows for controlled experimentation, enabling the company to capture new markets and demographics while mitigating excessive risks.
3. Innovation and Adaptability: The 10% set aside for innovation promotes adaptability in an ever-changing marketing landscape, ensuring the company doesn’t fall behind in adopting new trends and technologies.

Core Strategies (70%)

Content Marketing: Invest in creating high-quality, relevant, and engaging content that resonates with your target audience. Regular blog posts, infographics, and video content fall into this category.

SEO Optimization: Allocate resources to ensure that your website ranks well on search engines. This includes keyword research, on-page optimization, and backlink building.

Email Marketing: Nurture and retain your existing customer base through email marketing campaigns. This core strategy keeps your audience engaged and informed.

Growth Initiatives (20%)

Social Media Expansion: Experiment with new social media platforms or advertising channels to tap into different demographics or niche markets.

Paid Advertising: Allocate budget for paid advertising campaigns on platforms like Google Ads or social media to reach a wider audience.

Innovation and Experimentation (10%)

Emerging Technologies: Explore innovative technologies such as artificial intelligence (AI) for chatbots or virtual reality (VR) experiences to create unique digital interactions.

User-Generated Content: Encourage your audience to create content for your brand. Run contests or challenges to stimulate user engagement and generate fresh content.

1. Evaluate Your Current Strategy: Begin by assessing your existing digital marketing and content strategy. Identify which activities fall into the core, growth, or innovation categories.
2. Budget Allocation: Allocate your resources in line with the 70–20–10 rule, ensuring each segment receives its designated percentage.
3. Continuous Monitoring: Regularly assess the performance of your digital marketing and content initiatives. Be prepared to make adjustments based on data and analytics.
4. Foster Creativity: Encourage a culture of innovation within your digital marketing and content teams. Support them in exploring new ideas, technologies, and trends.
5. Data-Driven Decisions: Use data to guide your decisions. Analyze the metrics to determine which strategies are delivering the best results and adapt accordingly.

In conclusion, the 70–20–10 rule is a potent tool for achieving a balanced and effective digital marketing and content strategy. By allocating your resources thoughtfully across core strategies, growth initiatives, and innovation, you can harness the power of both stability and adaptability in the ever-evolving digital landscape. Embracing this rule can help your brand not only survive but thrive in the competitive world of online marketing and content creation.