Content Marketing by Percentages and Instinct 


“What should I make my content about?” 

If you’ve listened to/watched our podcasts, Danny Star and the team have covered that in great detail. 

However, beyond that, we do field questions from clients about “how much should I make content about what I’m doing vs. trying to sell something?” 

These are good questions. 

While you want to be as authentic and “real” in your content as possible, there are some things that you might want to keep in mind. 



A Good Rule of Thumb 


Think of all of your content. 

Social media, blogs, videos, podcasts, and more – think of it all as one thing. 

Often, many businesses go for a “20/40/40” approach. The idea is that twenty percent of your content is about defining your brand, forty percent of it is straight up informative, and forty percent of it is engaging with customers. 

Obviously, this isn’t going to be the same for every company. That’s just a very broad, basic way to go about things. That said, if you use it as a target, odds are you’ll be putting out content that at the very least has a great chance of connecting with more potential customers. 


Don’t Be Afraid to “Follow Your Gut” 


The last thing we would want you to do is to read the last paragraph and think: “great! Uh, I don’t know if I’m at 35% consumer engagement and 39.5% informative. Does that mean I’m talking about branding too much?” 

Don’t get caught up in the numbers. 

“Follow your gut, within reason” is good advice.

If you feel like you’re engaging with consumers a lot, that’s great. If you feel like you’re doing it to the detriment (or even exclusive) of putting informative content out there, it isn’t. 

You want to build a consistent brand, but you also want to be able to reach out to potential customers in different ways, too. 

As you go, you’ll find that the above percentages will be different for your company. What works best for you might not work for someone else. With experience and persistence, it can work out. For help with this or anything else in regards to growing your business, Danny is here to help. You can schedule a remote marketing consulting in Los Angeles sessions with him at: (213) 457-3250. 

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