Nobody Cares About You

A widely accepted best practice is to follow the 80/20 rule for social media content:

• 80% of posts should focus on content that provides value to your audience. This includes sharing helpful information, tips, trends, news, or entertaining content that resonates with their interests, needs, or challenges. This builds trust and engagement.
• 20% of posts can be promotional, highlighting your company’s services, achievements, offers, or products.

Why this balance works:

• Too much self-promotion risks coming across as overly salesy, which can turn followers off.
• Focusing on your customers’ needs builds rapport, loyalty, and stronger relationships, making them more likely to trust you when you do promote your offerings.

If your business is in real estate, for example, focus on creating posts about local market trends, home-buying tips, or showcasing stunning properties (even those not directly tied to your listings) in addition to promoting your services.

So how might this look in the Marbella real estate sector?

80% Value-Driven Content

1. Market Intelligence
   • Detailed property price analyses
   • Buyer trend reports
   • Comprehensive area comparisons: Golden Mile, Nueva Andalucía, Benahavís
2. Lifestyle Insights
   • Mediterranean lifestyle highlights
   • Local amenities: golf courses, beaches, restaurants
   • Cultural events and seasonal attractions
   • Climate advantages and outdoor living opportunities
3. Buyer Guidance
   • Legal requirements for international property purchases
   • Tax implications for foreign investors
   • Property investment strategies
   • Residency permit & VISA information
4. Visual Content
   • Professional property photography
   • Video property tours
   • Drone footage of properties and surrounding areas
   • Local landscape and lifestyle imagery
5. Client Engagement
   • Client success stories
   • Property investment case studies
   • Expert interview segments
   • Q&A sessions about Marbella real estate

20% Promotional Content

1. Property Listings
   • Premium property showcases
   • Unique property features
   • Investment potential highlights
2. Agency Achievements
   • Sales milestones
   • Industry awards (real ones)
   • Client testimonials
   • Team expertise demonstration
3. Special Opportunities
   • Exclusive property previews
   • Limited-time investment offers
   • Personalized consultation invitations

Strategic Benefits

• Builds credibility with international buyers
• Provides actionable market information
• Demonstrates deep local market understanding
• Creates trust through consistent, valuable content

Practical Application

For every 10 social media posts:

• 8 posts should be value-driven
• 2 posts can be directly promotional