The Value of Providing Value

The general rule for content is simple: 80% of it should add value, 10% can be about yourself, and 10% can sell something. It is a spin on the classic 80/20 rule for social media content, where 80% of your content gives and 20% asks. But it helps to understand why it works.

Business Relationships Are Just Relationships

Relationships in business are really no different than relationships in your personal life.

Think about a friend who is constantly talking about themselves and constantly asking something of you, while giving very little in return. Chances are you will push that person out of your immediate circle. You may keep them around, but you probably will never tell them what they are doing wrong. You will simply focus on the people who give back as much as you give them.

Your audience does the same thing. People go to social media looking for entertaining and educational content, not a pile of advertisements. If your feed is nothing but pitches, they quietly move on, and you never find out why.

Check the original LinkedIn post here.

Why Giving First Works

There is real psychology behind this. In his book Influence: The Psychology of Persuasion, Robert Cialdini lists reciprocity as one of his six principles of influence. When someone gives us something, we feel inclined to give something back. Offering value first creates that sense of indebtedness, and it makes people more open to your request later.

That is the key to all of your content.

The goal is to put out actionable, tangible advice in most of what you publish. That way, when you do ask for something, people have already gotten something from you, and they feel they have built a relationship with you. Over time, that builds familiarity, and familiarity makes the promotional content more effective.

What Counts as Value?

Some people assume value content is just filler. It is not. Good value content should still support your business goals. It helps people dress better, cook tastier recipes or understand their finances. It is something they can actually use.

Here is an easy gut check. Put yourself in your viewer's shoes. Would you sit through the video you just made? Answer honestly. If the answer is "maybe," look again at how much value you are providing.

The good news is that your audience will tell you. Likes, comments and shares show you when you are creating content people want to watch, and they help you refine the next piece.

Keeping It Practical

Say you post 20 times a month. A simple way to plan it is about 16 helpful posts and four promotional ones. Using the 80/10/10 version, that works out to roughly 16 value posts, two about you and two that sell. The ratio is a guide, not a rigid formula, so keep an eye on your own results and adjust as you go.

What Is Your Golden Ratio?

Do you follow 80/10/10, or do you have another ratio or formula that really works for the content you put out? These discussions are always where the best ideas come from.