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The Golden Ratio for
Social Marketing in
Practice:
How Do Marketers Mix Different Types Of
Content?
July 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?
We typically answer that question
with a very specific ratio:
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.
But how does that compare
to what marketers actually do
in practice?
We pulled the data.
Specifically, we looked
at the posting behavior
and performance data
from all Rallyverse
marketers in June 2014.
Here’s what we found:
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.
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).
In terms of click volume,
Owned signficiantly
outperformed its volume of
posts, while Curated
underperformed.
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.
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.
With that in mind, which publishers
are the most popular sources for
curated content for Rallyverse
marketers?
Some familiar names at the top of
the list:
Mashable
The Guardian
Forbes
Techcrunch
The New York Times
Huffington Post
But also some surprises (which
reflect the objectives of Rallyverse
marketers and aren’t
representative of marketers as a
whole):
The Muse
Monster
Careerealism
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.
Summary
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
Of course, as they say,
YMMV
(Your Mileage May
Vary.)
In practice, marketers are doing a
little more Promotional content, a
little less Owned content, and a
little less Curated content.
Oh, and if you’re looking
for a tool to help you
manage and deliver
against your unique
content strategy?
Don’t worry:
Rallyverse can help .
Thank You
info@rallyverse.com
@rallyverse

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How Do Marketers Mix Their Owned, Curated and Promotional Content? The Golden Ratio For Social Marketing Part II

  • 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:
  • 9.
  • 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.
  • 11.
  • 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).
  • 13.
  • 14. In terms of click volume, Owned signficiantly outperformed its volume of posts, while Curated underperformed.
  • 15.
  • 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?
  • 19.
  • 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.
  • 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?

Hinweis der Redaktion

  1. Presenter: Gabe