The 70-20-10 Rule in Digital Marketing: A Smart Strategy for Growth
In the fast-moving world of digital marketing, balancing proven strategies with innovation is the key to long-term success. Many businesses struggle to find this balance—should you stick to what already works or take risks with new tactics? The 70-20-10 rule offers the perfect framework to guide your content and marketing efforts.
What is the 70-20-10 Rule in Digital Marketing?
The 70-20-10 rule is a strategic approach that helps businesses allocate their time, budget, and resources wisely:
70% – Core Content (Proven Strategies)
Focus on content and campaigns that are already delivering results. These are your bread and butter—the foundation of your digital marketing.20% – Innovative Content (Improvement & Optimization)
Experiment with new ideas that build on what’s already working. This allows you to improve your performance without taking major risks.10% – Experimental Content (High-Risk, High-Reward)
Dedicate a small portion of your resources to bold, creative experiments that could transform your strategy. Even if they fail, you gain insights for the future.
Breaking Down the Rule
1. 70% Core Content: The Reliable Foundation
This is where the majority of your digital marketing budget and effort should go. It includes activities that consistently drive engagement, traffic, and conversions.
Examples:
Regular SEO-optimized blog posts
Social media content with steady engagement
Email newsletters with proven open rates
Google Ads or Meta Ads campaigns with strong ROI
Think of this as “business as usual”—content and campaigns your audience already expects and trusts.
2. 20% Innovative Content: Testing New Angles
Here, you expand on your proven tactics. The goal is to refine and optimize by trying fresh formats, platforms, or techniques.
Examples:
Turning blogs into short-form videos or podcasts
Running A/B tests on ad creatives and landing pages
Exploring a new social media platform like TikTok or Threads
Adding interactive elements (polls, quizzes, infographics)
This is about staying relevant while minimizing risks.
3. 10% Experimental Content: Bold and Creative
This portion is dedicated to high-risk, high-reward strategies. It’s where innovation happens, and while not everything will succeed, breakthroughs often come from this 10%.
Examples:
Leveraging AI tools for personalized marketing
Creating AR/VR or metaverse experiences
Launching gamified campaigns or interactive ads
Collaborating with influencers in unconventional ways
Even if experiments fail, they provide valuable insights and keep you ahead of competitors.
Why the 70-20-10 Rule Works in Digital Marketing
Ensures stability by focusing on what already works (70%)
Encourages growth and optimization (20%)
Promotes creativity and innovation (10%)
Reduces the risk of relying too much on unproven strategies
By following this model, businesses can create a balanced marketing plan that delivers consistent results while still leaving space for innovation.
A Practical Example
Let’s say you’re running a monthly digital marketing plan:
70% Core Content:
8 SEO-driven blog posts
Daily social media updates on Facebook, Instagram, LinkedIn
Retargeting ad campaigns
Monthly newsletter
20% Innovative Content:
Repurpose 2 blogs into YouTube videos
Test new ad creatives with different CTAs
Experiment with LinkedIn polls for engagement
10% Experimental Content:
Launch a TikTok ad campaign
Try AI-generated ad copy
Create an AR filter for Instagram
This way, your business grows steadily, optimizes consistently, and innovates smartly.
Final Thoughts
The 70-20-10 rule in digital marketing is more than just a formula—it’s a mindset. It helps you stay consistent with what works, explore ways to improve, and take calculated risks that could transform your digital presence.
By applying this strategy, you’ll strike the perfect balance between reliability, optimization, and innovation—and that’s the winning formula for sustainable growth in the digital era.