Introduction: Are You Spinning Your Wheels?
You’ve no doubt noticed that the 80/20 rule dominates life. In sports, 20% of the players influence 80% of the game’s outcome. If you’re a Lakers fan in 2025, everything boils down to LeBron and Doncic.
In coaching, roughly 20% of what the coach says influences 80% of the players’ in-game choices.
It’s true in business, too. Studies have shown that 80% of a business’s income comes from 20% of its clients.
This principle also applies to content marketing. The variety of platforms available, including blog posts, social media, videos, and newsletters, can be overwhelming. This is particularly true for solo business owners or small teams.
Trying to keep up can be overwhelming. It can also be disheartening when you look at your metrics and see that 80% of your efforts seem to have been fruitless.
The good news is that you don’t have to continue on that treadmill. After all, more effort doesn’t always equal more results.
In fact, the 80/20 Rule means that most of your results likely come from a small fraction of your content.
What Is the 80/20 Rule in Content Marketing?
Also known as the Pareto Principle, the 80/20 Rule suggests that 80% of your results come from 20% of your efforts. Applied to content marketing, this means:
- 20% of your blog posts bring in 80% of your traffic
- 20% of your emails drive 80% of your conversions
- 20% of your social posts get 80% of your engagement
Sound familiar?
Most websites have a few standout pieces that consistently perform, while the rest quietly collect digital dust. The trick is learning to maximize your results.
This means that you might already have some content on your website or blog that is doing most of the work. As a result, instead of constantly grinding out new content, you need to invest more intentionally in what already works.
Why It Matters for Small Businesses
It’s simple. When you understand the 80/20 Rule and how to leverage it, you can accomplish more with less work.
Let me see if I can explain it this way: I’ve attempted to work out for most of my life. But, until recently, going to the gym seemed like a hamster wheel.
I was working hard but not making any progress.
Then a new coach came along and focused my attention on four exercises. At first, I was skeptical. How could those four be any different?
I’m a believer now. With those four at the core, I get consistent results.
It’s the same way in business.
You don’t have the luxury of unlimited time or budget. Like the strength coach, you need your marketing to work using the time and resources you have. You need itto bring in leads, convert visitors, and support your brand.
The 80/20 Rule is your secret to working smarter, not harder.
When you focus on the top-performing 20% of your content, you can:
- Drive more traffic without writing more posts
- Improve conversions by doubling down on proven messaging
- Save time by skipping what’s not working
- Reduce content burnout
How to Find Your Top-Performing Content
The goal is to find content that:
- Drives the most traffic
- Leads to meaningful actions
- Sparks engagement or shares
Here’s how to uncover those gems:
1. Check Your Website Analytics
Use tools like Google Search Console (GSC) and Google Analytics (GA4) to see which content is pulling its weight.
In Google Search Console:
- Go to Performance > Pages
- Sort by Clicks or Impressions
- Look at Top Queries to find which keywords are bringing users to each page
- Pay attention to Click-Through Rate (CTR) to spot pages with strong appeal
In Google Analytics (GA4):
- Navigate to Reports > Engagement > Pages and Screens
- Sort by Views, Engagement Time, or Conversions
- Identify pages with high average engagement time—people are sticking around for a reason!
👉 Pro tip: Pages that rank high in impressions but low in clicks may need a better headline or meta description.
2. Look at Conversion Metrics
Traffic is nice, but action is better. Find out:
- Which blog posts or pages are leading visitors to convert (sign up, download, purchase, etc.)
- Where people go before completing a form or booking a call
In GA4:
- Set up events or conversion tracking (e.g., sign-up button clicks)
- Use the Conversions report to trace which pages contribute to your goals
You might discover that a low-traffic blog post quietly drives most of your subscribers. That’s a content MVP.
3. Review Social Engagement
Don’t forget your social platforms—they can reveal what resonates emotionally.
Look for posts that get:
- High likes, shares, or saves
- Meaningful comments
- Strong reach or click-throughs
Use the built-in analytics tools:
- Instagram Insights (Pro tip: saves and shares often matter more than likes)
- LinkedIn Analytics (Post insights, profile views, click-throughs)
- Facebook/Meta Creator Studio (Engagement per post)
Also, consider repurposing content that performed well on one platform into another format. For example, turn a blog post into a reel or carousel to share on Instagram.
BONUS: Reuse and Refine
Once you’ve identified your top performers:
- Update them to keep the info fresh and accurate
- Repurpose them into different formats (video, social posts, emails)
- Link to them from other content to give them a traffic boost
What to Do With That Top 20% of Content
The top 20% are the blog posts, pages, or social content that are already proving their value. They bring traffic, conversions, or engagement. Don’t let them collect dust!
🛠 Optimize It
Your high-performing content deserves ongoing care. Think of it like tuning up your favorite car—it runs better when it’s well-maintained.
Here’s how to optimize:
- Update the headline or title tagto improve click-throughs
- Add internal links to guide readers deeper into your site
- Update outdated stats or quotes to keep the content fresh and trustworthy
- Enhance the call to action (CTA)—what’s the next step you want the reader to take?
- Improve formatting for readability (bullets, subheadings, shorter paragraphs)
- Make sure it aligns with current search intent. What is someone really looking for when they find this?
Need more? Check out Update Old Blog Posts for Bigger Wins
Bonus Tip: Re-audit the SEO elements—meta description, keyword placement, image alt text, etc.
Repurpose It
Good content can live many lives. Stretch the ROI by transforming it into formats that meet your audience where they are.
For example:
- A blog post → a carousel for Instagram or LinkedIn
- A how-to guide → a mini video training or downloadable freebie
- A long-form article → a series of educational emails (great for lead nurturing)
- A client story or case study→ a testimonial quote graphic + caption
- A stat-rich article → a reel or short-form video
This also helps reach new people who might not read blogs but love visual or audio content.
Promote It Again (and Again)
Just because it’s old doesn’t mean it’s irrelevant. In fact, if it’s top-performing, it’s likely still super valuable.
Treat your best content like a best-selling book:
- Re-share it on social media every few months
- Include it in your email newsletter fornew subscribers
- Feature it on your homepage or blog sidebar
- Pin it on Pinterest if you use it
- Use it in paid ads or boosted posts—you already know it works!
Pro Tip: Create a simple promotion calendar so your top content gets rotated regularly without guesswork.
Don’t Ignore the Bottom 80%—Yet
Most of your underperforming content still has value. But don’t try to fix everything at once.
Start by:
- Use the tips I’ve listed above to identify posts with potential (ranking on page 2, for example)
- Did you find some posts that aren’t performing, and when you looked at them, you found them to be incomplete coverage of the topic? Try expanding the post. Or, if you found a couple of thin articles, combine them into comprehensive guides. Remember, Google is looking for the best (most complete) answers for its users.
- Redirecting outdated pages to newer ones
Remember: not every post is worth saving, but some need a second chance. For those that show potential, use my post, How to Optimize Old Blog Posts for Better Search Rankings as a guide.
📌 Final Word: Focus on What Moves the Needle
The 80/20 Rule is about clarity. It’s about letting go of the pressure to publish just to publish and refocusing your energy on the content that’s already working for you.
It’s not about doing less—it’s about doing less of what doesn’t matter.
What if you don’t find any pages on your website that fall into that 20%? In that case, check out The Secret to Writing Blog Posts That Actually Rank on Google
FAQ: 80/20 Rule and Your Content Strategy
Q: Should I stop creating new content altogether?
A: Nope. New content can expand your reach and meet new needs, but it’s more effective to build on what already works.
Q: How often should I review my top 20%?
A: Every 3–6 months is ideal. This lets you stay current with trends and evolving audience needs.
Q: Can I apply the 80/20 Rule to social media and email too?
A: Absolutely. See which formats, times, or messages consistently drive engagement, and lean into those.