The 80/20 Rule for Marketing Today

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One of the things I most enjoy in life is helping people understand ideas and concepts they don't quite understand and they know not understanding them is holding them back from greater happiness and success.

Yep. I'm a teacher to the core of my being. I'm also evangelical about the power of social media done right because I'm witnessing first how it's transforming people's lives in amazing ways - including my own.

One of the things I'm recognizing with my private coaching clients is a misunderstanding of how to implement content marketing in a way that brings true value to themselves, their brand, and/or organization. The misunderstanding appears to be boiling down in two ways:

1. A belief that all social media outreach should be a direct sales pitch or promotion

2. A belief that all social media outreach in everything but email newsletters should be happy lifestyle sharing

So what the heck is content marketing? Just in case you feel out of the loop on this here it is in a nutshell:

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action."

This pithy quote is from the Content Marketing Institue in a very helpful article in Forbes by Gary Henderson on "Content Marketing in 2018: Trends and Tools for Success"


According to Social Media Today's overview of the 80/20 rule when focused on content marketing  - 80% of social media should be content that is helpful and useful to your audience in the area of your focus (say advocacy for biking, walking or transit) and is easily shareable. 20% of your content actually promotes your brand or products - and in that 20% include a call to action (i.e. a special offer or discount).

And remember data and statistics don't change hearts and minds, only storytelling does - so engaging storytelling needs to be woven into everything!

Over the past 16 days I've decided to use my art to focus on the celebratory + informative aspects of #bikemonth on Twitter to see what would happen. The results surprised and delighted me. I've posted my two most viral posts ever.

>> You can download my shareable Twitter Social Media Card "Happy Bike Month - Fixie Girl" for free here

>> You can download my shareable Twitter Social Media Card "Happy Bike Month - Winged Heart" for free here

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Still feeling confused about how to weave storytelling + content marketing in a way that brings measurable results? Let's connect and see how I might help.

Here's what Laura Viglione of Alizeti Bikes had to say of a recent coaching session with me:

"Melissa took the time to listen to my goals and needs, which made for a very personalized and effective one-on-one coaching session. She dug below the surface and provided me with clear actionable items and concrete strategies to help bring storytelling into our brand marketing."

Refer to this email and you'll receive your first hour of one on one coaching via phone for just $15 (50% off - valid for new customers only). Send me a note to find out more.

The Power of Listening Part I

The Power of Listening Part I

Melissa shares her own goal to become a better conversationalist through listening and shares award-winning journalist Celeste Headlee author of "We Need to Talk's" tips on how to do just that.