What's the right mix of Owned, Curated and Promotional content in a content marketing strategy? Our typical answer is The Golden Ratio: 30/ 60/ 10. That is, 30 percent Owned, 60 percent Curated, and 10 percent Promotional. But what do marketers do in practice? We looked at data for June 2014 to see how marketers are planning and executing their content marketing strategies -- and what the real-life mix of Owned, Curated, and Promotional content looks like.

1. The Golden Ratio for
Social Marketing in
Practice:
How Do Marketers Mix Different Types Of
Content?
July 2014
www.rallyverse.com
@rallyverse

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

3. 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?

4. We typically answer that question
with a very specific ratio:

5. 30/ 60/ 10
Owned/ Curated/ Promotional

6. 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.

7. But how does that compare
to what marketers actually do
in practice?
We pulled the data.

8. Specifically, we looked
at the posting behavior
and performance data
from all Rallyverse
marketers in June 2014.
Here’s what we found:

10. While not quite 30/ 60/ 10,
Rallyverse marketers on average
used a strategy that was fairly in
line with those ratios, albeit with
more promotional content and
slightly less curated and owned
content.

12. In terms of Owned Content,
when we looked at the details,
we saw that content on the
marketer’s domain made up
2/3 of their Owned posts, while
the remain 1/3 came from
distributed social sites
(YouTube, etc).

14. In terms of click volume,
Owned signficiantly
outperformed its volume of
posts, while Curated
underperformed.

16. And, when you look at the detail
of where those extra Owned
clicks come from, you see that
it’s from the Owned domains
themselves – and not the social
sites and extensions.

17. Still, while it may slightly
outperform Owned and
Promotional content on a per-
post basis, Curated Content
makes up the majority of our
marketers’ content strategies.

18. With that in mind, which publishers
are the most popular sources for
curated content for Rallyverse
marketers?

20. Some familiar names at the top of
the list:
Mashable
The Guardian
Forbes
Techcrunch
The New York Times
Huffington Post

21. But also some surprises (which
reflect the objectives of Rallyverse
marketers and aren’t
representative of marketers as a
whole):
The Muse
Monster
Careerealism

22. You might be surprised (or you might
not), but Buzzfeed and Upwaorthy
didn’t crack the Top 50.
Let’s call it the difference between
personal and enterprise curation.

23. Summary

24. Rallyverse Confidential — Do Not
Distribute
24
If you’re looking for guidance on
what the right mix of content is for
your business, we recommend:
30/ 60/ 10
Owned/ Curated/ Promotional

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

26. In practice, marketers are doing a
little more Promotional content, a
little less Owned content, and a
little less Curated content.

27. Oh, and if you’re looking
for a tool to help you
manage and deliver
against your unique
content strategy?

28. Don’t worry:
Rallyverse can help .

29. Thank You
info@rallyverse.com
@rallyverse