30/ 60/ 10:
The Golden Ratio for
Social Marketing
February 2014
www.rallyverse.com
@rallyverse

In planning your social media
content marketing
strategy, what’s the right mix of
content?

How much of curated content
should you share?
How much of your owned content
should you share?
And how often should you post
purely promotion calls to action?

The easy answer is, ―It depends.‖
But we can do better than that .

We can recommend a
specific ratio.
One that we live by every
day:

30/ 60/ 10
Owned/ Curated/ Promotional

That is,
30 percent of what you share should be
Content You Created.
60 percent of what you share should be
Content You Curated.
and
10 percent of what you share should be
Calls To Action.

Here’s why
(and how):

Owned Content

What counts as your Owned
Content?
Your blog.
Your photos.
Your videos.
Your slides.
Whether they’re hosted on your
own domain or elsewhere.

What Owned Content Looks Like:

So if it’s your social media
presence, why only 30
percent Owned Content?

Because you don’t want to talk
about yourself all day.
(It’s boring and self-absorbed).
Because you may not have
enough Owned Content.
(It can be tough to create.)

Curated Content

What’s Your Curated Content?
Links to content created by others
that’s relevant to your brand, your
industry and your community.
Your Curated Content should always
contain more than a link – it needs
your POV and commentary.

What Curated Content Looks Like:

Why spend so much time on
Your Curated Content?
How does Curated Content
make a difference for your
marketing?

Because it allows you to engage your
community in the most relevant topic
right now.
(That topic might not be you, but that
doesn’t mean you shouldn’t chime in.)
Because you have too many
composer windows to fill.
(Especially on high-frequency social
networks.)

Promotional Content

What’s Promotional Content?
It’s your call to action:
30% Off All Purchases!
Sign Up For A Demo!
Try Our Product For 14 Days!

What Promotional Content Looks Like:

Why so little promotional
content?
Isn’t the point of all of this
motivating customer actions
and attitudes?

Because too much selling on social is
a turnoff.
(Too much selling could cause you to
lose followers.)
Because your users don’t log in
looking for deals.
(Your sales messages need to be
mixed with things that inform and
entertain.)

Summary

If you’re looking for guidance on
what the right mix of content is for
your business, we recommend:
30/ 60/ 10
Owned/
Curated/
Rallyverse Confidential — Do Not
Distribute
Promotional
25

So if you’re sending 10 Tweets
today, it means:
3 pieces of Owned Content
6 links to Curated Content
1 Call To Action

The 30/ 60/ 10 Ratio In
Action
Owned
Curated
Promotional

Of course, as they say,
YMMV
(Your Mileage May
Vary.)

Perhaps your business is
better with
40/ 50/ 10
Or even
20/ 75/ 5

But our experience says that
30/ 60/ 10
is a great starting point.

And how do you find
the content to fill out
that 30/ 60/ 10
marketing mix?

Don’t worry:
Rallyverse can help .

Thank You
info@rallyverse.com
@rallyverse