The Balancing Act

Aug 17, 2015 by Content Marketing Sydney / in Content Marketing
Content Marketing - The Balancing Act

As part of your Content Strategy and Content Marketing, you need the right balance of digital content. This balance is an important component to the success of your online marketing strategy. There needs to be a mixture of original content, industry-relevant content and calls-to-action to create a perfect cocktail.

 Our general rule is:

Image to show balance of content

In-House Content

In-house content is what you and your team creates, and should be at least 70% of what you post. The best way to have people engaging with your site is by making your own original content. This is your chance to demonstrate your knowledge and passion for the industry. It also allows you the opportunity to showcase your products and services. This includes posts on your website, as well as social media posts. Check out our Content is King blog for more tips on how to create original content.

Industry-Related Content

Let’s be realistic here, it’s difficult to always be pumping out fresh content, especially when you have a business to run. The internet has an endless supply of content for you to peruse and to share.This isn’t to say you should copy and paste content; that would be plagiarism. This is about sharing interesting posts or articles from others in your industry. It demonstrates that you are so enthusiastic about what you do that you’re willing to go the extra mile. Not only this, but it’s a fun and easy way to learn things about your industry.This should only be about 20% of what you post.


Call-to-actions are posts that request the audience to act upon them. This should only be 10% of what you post. If you overdo it, followers and readers will get sick of your posts, as these posts may not offer an immediate benefit to them. Sure, you want people to continue following you, but if you’re not giving enough incentive for them to follow you, that's you lose a lot of your readership.
Some examples of a call-to-action:

Finally, remember that a great content strategy is all about having the right mix of content in your plan, and the right frequency in which you post to your audience. Don't over do it with call-to-actions, always add value and engage with others.

For more info on how to balance your website content or a content strategy for your business, please contact us at [email protected] or give us a call on 02 9657 4861

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