Smart Content Strategy: Build Awareness, Gain Trust, Drive Sales

Ever feel like you’re posting content everywhere but not seeing results? The truth is, content without a strategy is just noise. Great brands don’t just create content—they plan, repurpose, and manage it in a structured way. That’s where the 70-20-10 Framework comes in. It ensures your content has balance: most of it builds awareness, some builds credibility, and a small but powerful part drives sales. In this guide, we’ll break down how to plan, manage, and repurpose content effectively so your efforts actually pay off.

Why Content Needs a Strategy

  Random posting doesn’t build a brand. A clear content management strategy ensures:

• Your audience gets consistent value.
• You don’t run out of ideas.
• Each piece of content serves a purpose.
• You balance awareness, trust, and sales naturally.

  Without a strategy, your content is forgotten. With strategy, it builds authority.

Step 1: Know the brand, products and services

• Define what your USP/UVP is
• Define your differentiators
• Define your product’s or service’s FAB (Features, Advantages & Benefits)
• Create branding guidelines
• Understand your brand voice

What is Brand Voice

  Brand voice is the distinct personality and style in which a brand communicates across all its touchpoints—written, spoken, and visual. It reflects the values, attitude, and tone of the brand, helping to build a recognisable and relatable identity in the minds of the audience. If your brand were a person, the brand voice would be how it speaks, what it says, and how it makes others feel.

Step 2: Plan Your Content

  Planning saves you from the “What should I post today?” panic.

• Set Goals: Awareness, engagement, or conversions?
• Choose Content Types: Blogs, reels, podcasts, emails, webinars.
• Use a Content Calendar: Map out posts weekly/monthly.
• Batch Creation: Produce content in bulk to save time.

  Example: A fitness coach might plan weekly workout tips (70%), client transformation stories (20%), and a monthly bootcamp promotion (10%).

The 70-20-10 rule keeps your content balanced and effective.

• 70% Awareness Content: content to build brand awareness and reach.

      ➔ Proven content that supports building your brand

      ➔ Mix of evergreen and trending content

      Examples: Tips, how-to blogs, explainer videos, infographics.

      Goal: Attract new people to your brand.

• 20% Credibility Content: Thought leadership, behind-the-scenes, case studies.

     ➔ User-generated content

     ➔ Reviews and testimonials

     ➔ Content from other influencers/ loyal customers promoting your business

     ➔ Interesting articles/ blogs/ case studies

     ➔ Experience/success stories/rewards/accreditation

      Examples: Expert opinions, customer testimonials, research-backed posts.

      Goal: Show authority and gain trust.

• 10% Sales Content: Promotional and direct offers.

      ➔ Call-to-action such as discounts, introduction to new offerings, events, etc

      ➔ Registration links/ consultation bookings/etc.

      ➔ Subscription to newsletter/ notifications

      Examples: Discounts, product demos, “Sign up now” posts.

      Goal: Convert interest into customers.

  Action Tip: If you post 30 times in a month → 21 posts awareness, 6 credibility, 3 sales.

Step 3: Repurpose Content

  Don’t reinvent the wheel every time. Repurpose one piece into many formats.

• Turn a blog into Instagram carousels, tweets, or YouTube explainers.
• Convert a webinar into a podcast + short reels.
• Use customer reviews as graphics for credibility posts.

  Action Tip: Always ask, “How else can I use this content?” before hitting publish.

Step 4: Manage Your Content Effectively

 Good content management means keeping track of what’s published, what’s working, and what needs updating.

• Tools: Use Trello, Notion, or Google Sheets for calendars.
• Analytics: Track engagement, traffic, conversions.
• Updates: Refresh old blogs with new info instead of rewriting.
• Consistency: Create a workflow (research → create → publish → measure → repurpose).

 Example: A blog that performed well last year can be updated with new stats and re-shared — saving effort while keeping relevance.

Step 5: Content Types That Work Across Strategy

• Awareness: Blogs, short videos, memes, infographics, educational posts.
• Credibility: Case studies, expert interviews, testimonials, podcasts.
• Sales: Product demos, webinars, landing pages, discount offers.

  Action Tip: Mix content types but keep the ratio (70-20-10) steady.

Conclusion

Content without structure leads to wasted effort. The 70-20-10 framework gives you balance: 70% to attract, 20% to build trust, and 10% to sell. Pair this with planning, repurposing, and management, and your content becomes a growth engine instead of a guessing game. The best part? You don’t need to create more; you just need to create smarter. Start today: write down your next 10 content ideas and assign them to 70-20-10 buckets. Strategy begins with clarity.