The 70-20-10 rule and why it's a must for content planning

Lets face it, content planning can sometimes be a chore, right?

There are so many things to think about before you even start creating content. There are blog posts, social posts, where to post, who to target... The list goes on, and on.

Well stress no more! Because there's a simple formula to support your content planning and keep you focused. But read on because we've created a handy planning tool based on this simple formula.

Creating content using the 70-20-10 rule of thumb

70% of your content should be your voice. This is your thoughts. You should be developing content here that showcases your thought leadership. You're looking to drive your brand and thought leadership. Combining this with your buyer journey stage, your thoughts should showcase how your company solves your users' needs. You should aim to create relevant, informative and engaging material such as blog articles, videos, infographics and more.


20% 0f your content should be other people's voice. There are two main reasons for using alternative sources. Firstly, utilising different sources helps you to reinforce your wider value proposition, gives your content further authority and offers your audience different perspectives. It calls on elements of the third party endorsement; a powerful catalyst to emphasise your brand voice, tone and overall credibility.

Secondly and technically, (if done properly) appropriate back-links will give your content greater authority with search engines and improve your SERP rankings.

Some examples of this could include; content based around industry research, guest blogging or co-creating content with other organisations. These are all great options for an alternative voice.

Finally the 10%. This is pretty straight forward; it is about selling and promoting your products or services. These are typically your transactional messages... so getting people to buy. 


Today's buyers are different. Research suggests that we are less likely to engage with advertising and more likely to consume content on our own terms. So that means as brands we need to adapt the way we communicate and we need to sell the way that our customers are buying. I'm going to repeat this statement as it super important to understand.

"We need to sell the way that our customers are buying."

So when you think about the context of what's in-line with your sales funnel and your buyer's journey through the funnel; you'll need to create content that supports the sales process for your clients. Now imagine the 70-20-10 ratio as a funnel. The top and middle of the funnel requires more content. This content should be used to establish the need your customer is looking to solve for themselves - so provide answers and insights on how to solve these problems.

In simple terms the top of the funnel is wider so you need more content to establish awareness of your brand and help your audience consider their available options. Once you've built trust and established your thoughts (70%), and reinforced these with others' thoughts (20%), then you can start promoting your product or service (10%) and boost your sales. 

Now we appreciate that content planning is a tricky business. To help, we've created a handy content calendar so you can map this out for yourself. No longer will you be creating content without any clear direction or purpose; the content calendar will also allow you to see your content distribution in an easy to understand format. All feedback is welcome. Get your free content calendar below: