The 80/20 Content Rule: Lead with Value to Build Trust and Drive Conversions
A few years ago, when I first started creating content for my business, I thought the key to success was to be everywhere at once. I was posting on Facebook, Twitter, and Instagram, creating blog posts and YouTube videos, all with the same aim—telling people what I was offering and hoping they’d buy it.
But here’s what happened: despite all my efforts, I wasn’t getting sales. Sure, people liked my posts, left comments, and even shared a few things, but the actual conversions weren’t coming. I wasn’t turning those “likes” into paying customers.
That’s when I stumbled upon the 80/20 rule of content marketing.
The Big Epiphany
I was speaking to a mentor about my frustrations, and he pointed out something I hadn’t realized: I was spending too much time trying to sell and not enough time delivering real value. “You’re trying to convert before you’ve earned their trust,” he told me.
That hit hard.
I was creating content that was mostly about me and my products. Instead of leading with value, I was leading with an agenda to sell. My audience wasn’t getting anything of substance from me, and as a result, they weren’t sticking around long enough to become customers.
The 80/20 rule suggests that 80% of your content should provide value—whether it’s educating, entertaining, or inspiring your audience—while only 20% should directly promote your products or services.
This shift in mindset changed everything. Once I understood the importance of leading with value, I began to see a transformation in my business. My audience started to engage more, trust grew, and the conversions followed naturally.
Let me break it down for you with a simple story about how I applied the 80/20 rule, and how you can too.
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Leading with Value: The Key to Building Trust
One of the first things I did was change the type of content I was putting out. Instead of constantly posting about my products or services, I started creating content that answered questions, solved problems, and added real value to people’s lives.
Here’s a specific example. A friend of mine, Sarah, runs a boutique digital marketing agency. When she first launched her agency, she was struggling to attract clients. She was always talking about her services—SEO, social media management, PPC—but people weren’t biting.
After learning about the 80/20 rule, Sarah made a simple but powerful change. Instead of talking about her agency, she started creating blog posts and videos that helped her potential clients. She made content like, “How to Improve Your Website’s SEO in 5 Simple Steps” or “What to Know Before Running Your First Facebook Ad Campaign.” These posts offered solutions to real problems her target audience was facing.
She was giving away valuable information—insightful tips, resources, and actionable advice. And do you know what happened? People started seeing her as an expert in her field. She became a trusted resource, and soon, those same people began reaching out to hire her.
The takeaway? Sarah’s business grew not because she pushed her services, but because she led with value. She gave her audience something they could use, and in return, they trusted her enough to invest in her expertise when they were ready to hire a professional.
The Magic of Reciprocity
There’s a psychological principle behind the 80/20 rule, and it’s called reciprocity. When you give something of value to someone, they naturally feel inclined to give back. This is why leading with value is so powerful in content marketing.
When you provide your audience with content that helps them, whether it’s a how-to guide, an informative article, or even an inspirational story, you’re making a deposit into a trust bank. Over time, as you continue to offer value, your audience begins to trust you. When the time comes for you to ask for something—like buying a product, signing up for your course, or joining your email list—they’re more likely to say yes because they feel a sense of reciprocity.
Think about the last time you followed someone on social media who consistently shared valuable content. Did you find yourself recommending them to friends or even buying something from them? That’s reciprocity in action. Gary Vaynerchuk, a renowned entrepreneur and marketing expert, famously talks about this in his book “Jab, Jab, Jab, Right Hook,” where he emphasizes that you must first give value (the jabs) before asking for something in return (the right hook).
Implementing the 80/20 Rule in Your Content Strategy
Now, let’s dive into how you can implement the 80/20 rule in your content strategy.
Step 1: Understand Your Audience’s Needs Before you can deliver value, you need to know what your audience cares about. What are their pain points? What problems are they trying to solve? Spend time researching your audience’s needs through surveys, comments, or conversations.
For example, if you’re a fitness coach, your audience might be struggling with weight loss or trying to build a sustainable workout routine. Your job is to create content that addresses these challenges.
Step 2: Create Content That Educates, Inspires, or Entertains Once you understand your audience’s needs, create content that provides solutions. You might write blog posts that offer tips or step-by-step guides, create videos showing how to solve a particular problem, or share stories of how others have overcome the same obstacles.
Remember, 80% of your content should be focused on adding value. For example:
- Educational posts: “10 Quick Exercises You Can Do at Home.”
- Inspirational content: “How I Lost 30 Pounds and Kept it Off.”
- Entertaining: “Watch This Workout Challenge Fail (And Learn from It).”
Step 3: Use 20% of Your Content for Promotions The remaining 20% of your content can be promotional. This is where you ask your audience to take an action—whether it’s buying your product, signing up for your course, or joining your email list. The key here is to make sure your promotions are strategically timed and relevant.
For example, after you’ve delivered value through several educational posts, you might say, “If you want to dive deeper into these strategies, check out my online fitness coaching program.” Since you’ve already given value, your audience is more likely to trust your offer and take action.
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The Results: Why the 80/20 Rule Works
After applying the 80/20 rule, I noticed an immediate shift in how my audience responded. People were engaging more with my content, and the trust I had built by leading with value made them more receptive when I finally made an offer.
The 80/20 rule works because it focuses on building relationships first. It reminds us that before we can ask for something, we need to give. It’s the content marketing equivalent of earning someone’s trust before proposing marriage. You wouldn’t ask a stranger to marry you on the first date, right?
By consistently delivering value, you build a loyal community that sees you as a trusted resource. And when the time comes to make an offer, your audience is more than willing to reciprocate.
Conclusion: Lead with Value, and the Rest Will Follow
The 80/20 rule in content marketing is a game-changer. When you focus on providing value first, you build trust and create a foundation for long-term success. Instead of pushing for immediate sales, lead with value, and let your audience come to you when they’re ready. In the end, it’s not about how much content you post—it’s about how much value you provide.
The next time you sit down to create content, ask yourself: Am I leading with value? If the answer is yes, you’re already on the path to success.
Ready to take the next step? Click the link below to join my free training on how to create social media content that converts into cash flow!