Why Content Marketers Should Be Making Unicorn Babies
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The 27th episode of the Rethink podcast features an interview with Larry Kim, who discusses the importance of distinguishing between 'unicorn' and 'donkey' content in marketing. Quality content is defined by its outcomes and user engagement rather than personal biases, and marketers should focus on maximizing the impact of high-engagement content. Kim emphasizes the need for strategic content management, suggesting that marketers should invest deeply in their successful pieces instead of continuously producing less effective content.
![When you isolate the [unicorn] content outliers,
they have one thing in common. And that is they
have high user engagement rates.](https://image.slidesharecdn.com/rethinkpodcastslideshare-donkeysandunicorns-aninterviewwithlarrykimv2-170607184124/85/Why-Content-Marketers-Should-Be-Making-Unicorn-Babies-9-320.jpg)
Why Content Marketers Should Be Making Unicorn Babies
- 2. The Rethink Podcast Episode #27: Why Content Marketers Should Be Making Unicorn Babies: In this episode of the Rethink Podcast, we interview Larry Kim, CEO of Mobile Monkey, and founder of Wordstream. Larry is recognized as among the Top Most Influential People in Digital Marketing. In this conversation, he about the differences between unicorn and donkey content, and how can create unicorn babies.
- 3. Content marketers are very clueless when it comes to defining what exactly is quality content.
- 4. Quality content isn't defined by our own biased opinions, it's based on the outcomes. If this content is such great quality, why does 99.9 percent of it go nowhere? The answer is it's not quality. It actually stinks.
- 5. Stop wasting your time pushing donkeys. Donkeys are the opposite of a unicorn. Unicorns are these great mythical creatures – your top 1 percent, your outliers. And the donkeys are basically everything else.
- 6. The mistake people make is they'll keep pushing on the donkeys because they can't overcome their own biases. They think ‘Oh well, this campaign didn't do well on an email blast, but let's do another email blast.’ …If it didn't do well in the first 5,000 emails, it's not going to do any better in the next 10,000 emails.
- 7. Content marketers are too eager to jump back on the content marketing treadmill to produce the next thing on the calendar, rather than milking the hand that they've been played for all it's worth when it's valuable. Are you just going play it once and then move on to the next donkey? No. What you need to do is go all in on it and make unicorn babies.
- 8. It’s a little bit like how CNN goes all in whenever there's a plane crash that's a mystery. They clear the decks. They don't care what else was on the calendar. And they just go all in on that one really engaging topic.
- 9. When you isolate the [unicorn] content outliers, they have one thing in common. And that is they have high user engagement rates.
- 10. The algorithms that control our fate, our success and failure as content marketers – the search algorithms, the quality score algorithms, the email filter, what gets shown to people in their inbox versus what ends up in the spam filter, the Google search rankings, the paid Facebook algorithms – these all are dramatically weighted on user engagement signals more than ever. If you're not pushing the unicorns, then your content won't even be seen in the first place. And then I would ask, what was the purpose of creating this if not to be consumed? I don't see any alternative.
- 11. The Two Types of Unicorns Temporal: “The reason why it did well was because it was kind of new and novel. And the reason why it stopped doing well is because the news cycle moved on.” Evergreen: “There's certain types of content that just never die. They're like zombies. They just keep on living forever.
- 12. The purpose of content marketing is to create a bias. But in order for this to work, your content has to be memorable. And the unicorns and the donkeys that I talk about, that just remarkably increases the memorable-ness of the content that I produce.
- 13. The Rethink Podcast Episode #27: An Interview with Larry Kim • Podcast: Rethink Podcast Episode #27: Interview with Larry Kim • Rethink Podcast Website: www.act- on.com/podcast • iTunes: The Act-On Rethink Podcast
- 14. Contact Us: +1 (877) 530-1555 | sales@act-on.com www.act-on.com | #ActOnSW | @ActOnSoftware
- 15. Links & Resources • Mobile Monkey: https://www.mobilemonkey.com/ • Act-On website: www.act-on.com • Larry Kim on Twitter: @LarryKim • Act-On on Twitter: ActOnSoftware
Editor's Notes
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- #15: Q&A –