Have you heard the 80/20 rule when it comes to content marketing? In simplest terms it means that 20 percent of the content you share should be created by you while the remaining 80 percent should be shared or curated from other sources.
Thought up by Vincent Pareto, the 80/20 rule, also known as the Pareto principle, it’s widely accepted in marketing strategies and for very good reasons. It’s a great way to indicate where your focus should be when sharing on social media.
Take a look at your profiles. When was the last time you talked about something other than yourself?
Why do I think this is important? If all you are doing is talking about yourself, your followers are going to get turned off very quick and your page just becomes a sales pitch. You want your community to look at you as a expert in your field and if you can't show them great articles that they would be interested in—you will lose their respect.
Instagram is a little bit different because I truly believe you need to show up everyday there authentically to be successful but that doesn’t mean that you can’t share something awesome you found from another blogger/company in your stories or on your feed. Not only are you giving your readers valuable information BUT you also are building a community of friends, rather than looking at everyone as competition.
In your email newsletters you can definitely apply the 80/20 rule. Your newsletters should be including a short bit about yourself and what you are up to (maybe linking to a longer piece you’ve written), but then balancing the remaining content with a plethora of interesting links (or even freaking memes) that you have discovered that your readers might like too.
Building trust and credibility doesn’t happen overnight. You have to post great content for a while to gain a reputation of quality with your audience. The very nature of social media is about sharing and participating in it, building your community and being involved.
You have to know your audience. If you know what they are truly interested in, you can respond to those needs and maintain a consistent, sustainable, and FUN experience.
So are you taking more than you are giving?