Consumers graze the internet. They search for solutions to problems, sometimes without realizing it. They may start with a search for the “best way to remove a stain” or the “healthiest food for my dog,” but eventually they follow up with Facebook or Twitter to validate what they find or see what others may recommend. All the while still thinking about how to solve their little problem in the back of their mind.

Within this process, they may come across your brand. They assess you with a series of questions:

1. Does this brand understand my problems?
2. Does it fit my lifestyle?
3. Can it improve my life without disrupting it?
4. Do I trust them?

Creating a content marketing strategy is an effective way to raise awareness for a brand. By actively creating content that their audience cares about, a brand can build relationships as well as word-of-mouth and search results. Part of any good content strategy is finding the right content mix. This is where the 80/20 rule comes into play: 80% content about the audience, 20% content about the brand.

Your first goals are for the audience to approve of you and to “like” you. By measuring your content against that series of questions, you teach your audience to trust you. Keep 80% of your content centered around your audience and start to build the relationship.

80% of your content: About your audience
-Audience problems
-Audience lifestyle
-Audience trends

This is the set-up. After some time people start to trust your brand and believe in what you say. While timing can vary wildly depending on your brand and your audience, this is always a first step. The more your audience gets close to you the more receptive and accepting they become. This is your opportunity to interject with content about your brand.

20% of your content: About your brand
-Brand promotions
-Brand story
-Brand news

By starting with a content marketing strategy with an 80/20 balance of content, you can build solid relationships without verging too far into “marketing” territory. Adjust these numbers over time to find your sweet spot, but always remember that the 80% about your audience is what makes the 20% about your brand so effective.