We recently got wind of a content marketing strategy that nearly guarantees success. It’s been popularized by MobileMonkey CEO Larry Kim. This technique makes so much sense, and it boosts search rankings as well as conversions. Plus it lowers your cost per click spend. Sound too good to be true?
Unicorn Content Marketing is based on the premise that a small percentage of content has the most engagement and highest click through rates. These content “unicorns” should be reused and repurposed to maximize search engine results and conversions.
Players Vs. Posers
Your content library has certain items that generate much more engagement than others. No doubt you have some blog posts, ads, videos or other pieces that get the most clicks. It’s the cream of the crop which is actually a very small percentage of your total content. This top 1-3% delivers more than 70% of your total content value.
What do most brands do when they have a winner? They say, “Wow! That really made a splash. Hopefully the next post/image/video will do just as great.” Big mistake. What do sports teams do when they discover super talented players? They play them again and again.
Unicorn content marketing is based on the premise that a small percentage of content has the most engagement and highest click through rates. These content “unicorns” should be reused and repurposed to maximize results in search and conversions.
Unicorns Content Marketing All-Stars
Your best content should be pushed out and repurposed over and over. There’s a reason it hit a home run — so milk it. For example, if a blog was very successful, re-launch it through social media or even paid ads. Instead of just churning out new content, hoping it will stick, go back to the sure bet.
Your winning content, which Kim calls unicorns, has a special magic. The content with the highest click through rate is especially valuable. Kim’s research shows that high CTR content increasingly gets favored in search and social media rankings. CTR is vital for SEO and for paid ads. Remember, ads with lots of engagement get juicier placements at a lower cost per click. Plus, higher CTR means higher conversions.
Dress Them Up Again
Take your best performing content and repurpose it. Try to keep close to the original title since something in it hit a nerve. Then clone your unicorn into a blog series, ad, infographic, video, slideshow or downloadable piece.
Should I Stop Making New Content?
You still want to continue to generate fresh content. There are actually great ways to poach from other people’s unicorns as well. And when another star is born in your content stable, let that baby run for as long as possible.
This blog post poached ideas from Larry Kim here and here.
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