GrowthWaves Pro: 50% off for the 1st year (use ‘FIRST100’ at checkout)

Unlock Pro

The 75-25 Rule of Content Marketing

8 min
CONTENTS

What is the 75-25 Rule of Content Marketing About?

What’s The Future of Content Marketing?

The Case for Diversification in Content Marketing

Content Types to Explore

How to Apply the 75-25 Rule to Content Marketing

Final Thoughts

HUMAN CRAFTED
human-crafted-eye
This piece of content is the work of a human mind.

As the tides keep shifting in B2B SaaS content marketing, staying afloat requires more than just clinging to traditional SEO strategies.

That’s where the ‘75-25 Rule of Content Marketing’ comes into play—based on Benjamin Graham’s principles of investment diversification.

This rule suggests a strategic balance and reallocation of content marketing efforts that caps your SEO investment between 25 percent and 75 percent, with the balance devoted to other types of content.

In this article, we’ll be exploring why and how this approach can shield your marketing efforts from search engine volatility and lead to greater engagement.

What is the 75-25 Rule of Content Marketing About?

The 75-25 Rule of Content Marketing is a concept inspired by Benjamin Graham’s investment principles, which advocated for a balanced investment portfolio.

His approach aimed to help investors minimize risk and maximize returns by diversifying their investments.

When we apply this rule to content marketing, it serves as a strategic guideline for balancing the production of content with SEO scope with other content formats, e.g., original content.

Specifically, it suggests that marketers should allocate between 25 percent and 75 percent of their efforts and resources to SEO to maintain a healthy balance with creative, original content initiatives.

This diversification protects marketing strategies against over-dependence on any single type of content since search algorithms and consumer behaviors are constantly evolving.

Why is this balance crucial?

With the 75-25 Rule, content marketers can ensure they aren’t only capturing traffic but are also building meaningful interactions and loyalty with their audience.

What’s The Future of Content Marketing?

AI tools are now capable of generating text, video, and interactive media that rival human quality.

In fact, according to Gartner, by 2025, AI-driven content creation tools will assist 30 percent of digital content created in enterprises, up from less than 2 percent in 2022.

For instance, GPT-3 and GPT-4, OpenAI’s language generators, have demonstrated capabilities that can mimic human-like writing.

While this doesn’t spell the end for human marketers, it does elevate the standards by which all content is now judged.

Content marketers must now produce work that can clearly be distinguished from AI-generated content.

Looking ahead, the content marketing landscape will become more personalized and interactive.

By anticipating technological trends and adapting strategies accordingly, content marketers can keep pace with advancements and set new standards for compelling, impactful content.

The Case for Diversification in Content Marketing

For many years, the content marketing strategy in marketers’ playbooks relied heavily on SEO.

This approach was deemed the best way to drive web traffic and generate leads—focusing on keyword optimization, backlink acquisition, and aligning content with search engine algorithms.

However, the once-reliable SEO-centric playbook is showing signs of fatigue, and for a good reason.

The Limitations of an SEO-Only Strategy

For one, search engine algorithms are continually changing.

The introduction of features like Google’s BERT and the recent shift towards AI-driven Search Generative Experiences (SGE) is altering the content marketing landscape.

These updates aim to enhance the user experience by prioritizing the context and intent behind search queries—lowering the predictability of traditional SEO tactics.

Secondly, a singular focus on SEO often leads to content saturation and makes it harder to stand out purely through search rankings.

Additionally, SEO-focused content often falls short of fostering genuine engagement.

It tends to be formulaic, prioritizing keywords rather than deep, insightful discussions that resonate on a human level.

The Necessity for Diversification

In 2023, the traditional content marketing playbook—reliant on text-based, SEO-driven content—reached its expiration date.

AI tools like GPT-3 have democratized content production and leveled the playing field.

So, simply having content is no longer enough; the content must be exceptional and distinctive.

Additionally, consumer behavior has shifted markedly as today’s B2B buyers are more informed and skeptical.

They seek originality, engagement, and personal connection, attributes often diluted in typical SEO-focused content.

The Importance of Content Diversification

Here are key reasons why diversifying your content is crucial:

1. Better Engagement

Diverse content types cater to different user preferences and learning styles, which can significantly increase user engagement.

Videos, infographics, podcasts, and interactive content can captivate audiences more effectively than text alone, leading to higher engagement rates.

2. Broader Reach

Each content type has the potential to reach different segments of your audience on various platforms.

For example, articles and blogs perform well on search engines and videos may gain more traction on social media platforms like YouTube.

Meanwhile, visual content like infographics can be more shareable on platforms lik Pinterest and Instagram, broadening your overall reach.

3. Improved SEO

Diverse content types contribute to a richer site structure and provide more opportunities for keyword optimization and backlinking, which are critical for SEO.

Plus, websites with a diverse range of content types are likely to earn more backlinks which help to enhance domain authority and search engine rankings.

4. Higher Conversion Rates

Different types of content can aid in nurturing leads at various stages of the buyer’s journey.

For example, while informative blog posts can attract prospects, personalized emails, and detailed case studies can help convert them into customers.

The Content Marketing Institute highlights that interactive content formats, like quizzes and interactive infographics, can have a conversion rate nearly twice that of passive content.

5. Long-Term Value and Reusability

Content diversity allows for the repurposing of core ideas across different formats, maximizing the ROI of your content creation efforts.

A single study or data set can be turned into a blog post, a video summary, an infographic, or social media posts, for different audience segments.

Note:
SEO remains a crucial element of B2B digital marketing. However, its role should be viewed as part of a broader, more diversified B2B content strategy that includes various forms of content.

Content Types to Explore

Moving beyond traditional SEO tactics opens up many opportunities to connect with your audience in more dynamic and engaging ways.

Here are several content types that can elevate your content marketing strategy:

Image source: Semrush

1. Video Content

Video continues to capture the digital world’s attention, offering an immersive way to engage users and convey information.

From detailed how-to guides and exciting product reveals to emotional customer testimonials, video content has a unique way of capturing and retaining viewer attention.

For instance, according to HubSpot, 91 percent of consumers want to see more video content from brands they support.

Videos are shareable and can enhance your social media presence, driving higher engagement rates.

2. Interactive Content

Interactive content such as quizzes, polls, and interactive infographics engage users more deeply than static content.

They encourage participation, which can lead to increased user satisfaction and retention. These formats are excellent for educating your audience in an engaging way, helping them remember your content longer.

Interactive content can lead to better conversion rates as it involves the audience directly in the learning process, making them feel a part of the narrative.

3. Podcasts

Podcasts provide a personal way to delve into topics that interest your audience, offering value through in-depth discussions, expert interviews, and unique insights.

They’re particularly effective for establishing thought leadership and building a loyal community around continuous, episodic content.

Podcasts cater to the mobile lifestyle of modern consumers, allowing them to listen and learn on the go. The intimacy of audio content helps forge stronger connections between the speaker and the listener, creating a sense of personal interaction.

4. Original Research and Data Stories

Original research and data-driven stories provide fresh insights and enhance your authority within your industry.

This content type positions your brand as a thought leader and a primary source of cutting-edge information.

It’s also invaluable for backlink generation as peers and media outlets often reference and cite new data.

Publishing exclusive research not only builds credibility but also drives organic search traffic from those looking for the latest information and trends.

5. Case Studies and Customer Stories

Case studies and customer stories are potent tools for demonstrating the tangible benefits of your products or services.

They translate features into real-world benefits, showing potential customers how they can solve similar problems or achieve similar results.

These narratives are crucial for decision-making, providing proof that what you offer works as promised and is worth the investment.

By showcasing the success of existing customers, you can effectively communicate the value of your offerings in a relatable and impactful way.

How to Apply the 75-25 Rule to Content Marketing

Applying the 75-25 Rule in content marketing means striking the right balance between proven SEO techniques and content forms to adapt to evolving market demands and consumer behaviors.

Here’s a practical guide on how to implement this strategy within your content marketing efforts:

Step 1: Assess Your Current Content

Start by conducting a thorough audit of your existing content. Categorize your content into SEO-focused and other types.

This will help you understand your current distribution and identify areas where you’re either over-relying on SEO or need to enhance your original content offerings.

Step 2: Set Clear Objectives

Define what you aim to achieve with your content strategy.

Whether it’s increasing brand awareness, generating leads, or establishing thought leadership, your goals will guide the types of content you prioritize.

Ensure that these objectives align with your broader marketing and business strategy.

Step 3: Plan Your Content Types

Allocate up to 75 percent of your resources to SEO content if it’s still driving results but ensure you invest at least 25 percent in other types of content.

This may include:

  • Video content for higher engagement and better conversion rates.
  • Interactive tools like quizzes or infographics to increase user interaction.
  • Podcasts to reach your audience during their downtime.Original research that can establish authority and drive high-quality backlinks.

While diversifying, ensure that your SEO content is integrated seamlessly with other types. Use keyword-rich titles in your videos or podcasts and backlink to your in-depth articles where relevant.

Step 4: Develop a Content Calendar

Create a detailed content calendar that includes both SEO-focused content and other formats.

This schedule should reflect your audience’s preferences and the timing of your marketing campaigns to maximize impact.

Consider seasonality, product launches, and other business events that could affect content relevance and effectiveness.

Step 5: Execute with Diversity

Diversify not just in terms of content type, but also in the platforms used for distribution.

While blogs and articles might perform well on your website and LinkedIn, videos might see better engagement on YouTube and Instagram.

Tailor your content format to the strengths of each platform to reach a broader audience.

Step 6: Measure and Adjust

Implement tools to track and measure the performance of different content types.

Key performance indicators might include web traffic, engagement rates, lead generation, and conversion rates.

Use these analytics to understand what works and refine your strategy accordingly.

Regular reviews will help you stay aligned with your goals and make necessary adjustments.

Step 7: Adjust Based on Feedback

Use feedback and data analytics to understand consumer reactions to different content types.

This feedback loop is crucial for fine-tuning your content strategy.

If certain content types consistently underperform, reconsider their place in your strategy or adjust how they are created and presented.

By applying the 75-25 rule, you safeguard your marketing strategy against the volatility of search engine algorithms, while engaging and converting diverse audiences.

 

Final Thoughts

The 75-25 Rule of Content Marketing advocates for a content portfolio that’s resilient against the whims of search engine algorithms and rich in variety.

By diversifying your content strategy, you enhance engagement, boost conversion rates, and build a brand that resonates deeply with your target market.

Don’t let your content marketing strategy become stagnant. Re-assess your current approach and consider how a diversified strategy can propel your business forward.

Want to know what that looks like?

Schedule an intro call with our experts at Minuttia today and let’s craft a content marketing plan that sets you up for future success.

HUMAN CRAFTED
This piece of content is the work of a human mind.

Related Content

Adaptive Content Marketing Newsletter

Join our biweekly newsletter and learn how to adapt to industry changes, redefine your content marketing playbook, and drive sustainable growth.