How to create a balanced content mix

Why is a content mix important?

A strong content mix keeps your audience interested and helps you reach more people. Mix up formats like videos, reels, blogs, carousels, and stories to match different preferences. Each type of content plays a role—some educate, some entertain, others drive sales or build trust. This variety supports every stage of the customer journey and boosts engagement. It also improves your visibility and performance across platforms. Don’t rely on one style or channel. A balanced mix protects you from algorithm changes and gives you more insights on what works. The right content mix makes your brand more dynamic and effective.

What to post in your content mix

How do you decide what to post? There are many content frameworks to follow. For example, the LinkedIn playbook suggests a 4-1-1 method: four pieces of content from others, one about yourself, and one promotional. But this advice is a bit dated from 2018, when there wasn’t as much content online.

Today, I recommend the rule of thirds. It’s simple and balanced.

• One-third of your posts should be original content about you or your organisation.
• One-third should share content from others or highlight new ideas relevant to your audience.
• One-third should involve personal interactions or social engagement that build your brand’s personality.

This approach gives your audience variety and keeps your feed fresh.

What counts as original content?

Original content puts your brand in the spotlight. It can be promotional pieces like product highlights, new features, or customer success stories. For example, sharing a recent customer testimonial or a new feature launch builds trust and awareness.

But original content also includes helpful tips and resources. Think e-books, webinars, blog summaries, podcasts, or presentations. For instance, you might share a how-to guide on using your product or a summary of industry trends that your team has researched.

What is curated content?

Curated content means collecting and sharing articles, videos, or blogs from other sources that matter to your audience. This could include industry news, insights from experts, or trending topics. For example, if you sell eco-friendly products, sharing the latest news about sustainability helps your followers stay informed and shows that you care about the bigger picture.

Curating content lets you provide value without creating everything from scratch. Just make sure you add your own thoughts when sharing, like a brief comment explaining why it’s relevant.

How does social engagement fit in?

Social engagement spots the conversations happening around your brand. Share posts from employees, customers, or influencers who mention your company. For example, repost a customer’s glowing review or an employee’s behind-the-scenes look at your business.

This differs from curated content because you’re sharing social media posts directly, encouraging connections and building community. It shows your brand has a human side.

How can I curate content effectively?

Feeling stuck creating new content? Don’t worry. The internet is full of valuable content tailored to your audience. To curate well:

1. Find the top articles and videos in your field.
2. Add your own insight or opinion.
3. Share it with your audience.

Want to go further? Repurpose curated content into social media snippets or use it as inspiration for your own posts. For example, turn a long article into a short, snappy Instagram carousel or a brief tweet thread. Just remember to credit the original creator.

Why should I repurpose website content?

Your website holds a goldmine of content. Many businesses forget this. You’ve already done the work – now reuse it. Share your blogs multiple times with fresh angles or pull out tips and highlights for quick social posts. Maybe even automate it to create full content calendars.

For instance, a detailed blog can become a short video, a series of tweets, or a newsletter piece. Sharing the same content more than once is smart. Most followers miss posts the first time, so give your hard work more exposure.

Examples of a balanced content mix

Let’s say you run a fitness brand. Your original content could be a workout video or a customer success story. Curated might be sharing a recent study on nutrition or a motivational TED talk. Social engagement could be reposting a client’s progress or an employee’s training tips.

In another example, a marketing consultant might post their own blog updates. They could share industry news from other marketers as curated content. And they might engage socially by sharing client shout-outs or reposting helpful comments.