From the blog:
Business blogging and social media publishing can be a great way to engage your readers and share insight into both your personality and business. However, they are – by no means – straightforward processes.
Chances are if you’ve been online for any amount of time, you’ve read both good web content and bad content. Good content can be extremely useful in generating customer leads and forming positive brand associations amongst future prospects. Bad content, on the other hand, can be very, very bad!
So what makes bad web content, bad? In fact, there are a number of cardinal sins that can sink a well-intentioned business blog or social networking profile. Posting too much promotional content is one, as nobody wants to read sales message after sales message! At the same time, posting too much dry, technical content will turn off readers who come to this interactive space looking to get a feel for you and your brand.
To prevent these unintentional missteps from occurring, I’ve developed the “5:3:2 Rule,” which I’ve found to represent an optimal balance of different content types on any web property. Here’s how to use this strategy to increase responsiveness to your digital content: