Successful Content Marketing

The "Unicorn" Concept.

 

In simple terms, high-quality content is like a “unicorn” – rare and extremely valuable. This idea comes from the notion that unicorns, in mythology, had magical qualities.

A marketing expert named Larry Kim described two types of content: “unicorns” and “donkeys.” Unicorn content is rare and precious, while donkey content is common and less valuable. 

Here’s why this matters for your medical practice, legal, or financial firm:

1- Identifying Unicorns:
  • Unicorns are the top 3% of your content that performs exceptionally well, getting much more engagement (likes, shares, clicks) compared to the rest.
  • Donkeys are the majority of your content that doesn’t get much attention.
2- Do the maths:
  • CTR is a key measure of how many people click on your content. High CTR means your content is engaging and valuable.
  • Platforms like Google and Facebook use CTR to decide which content to show more often. Higher engagement leads to better visibility and lower costs for ads.
3- Why It Matters:
  • More Clients and Patients! By focusing on creating unicorn content, you can attract more clients and patients.
  • Better Rankings: High CTR helps improve your search engine rankings, making it easier for people to find your services.
  • Cost-Effective Marketing: Engaging content reduces the cost of your ads and increases their effectiveness.
4- Let’s make some examples:

Unicorn Content would be an informative blog post titled “5 Early Signs of Diabetes You Shouldn’t Ignore” that gets a lot of shares and comments because it’s highly relevant and useful.

Donkey Content would be a generic post titled “Welcome to Our Clinic” that gets little to no engagement because it doesn’t provide new or valuable information.

Unicorn Content, a detailed guide on “How to Navigate a Complex Divorce Case” that receives high traffic and engagement from people seeking legal advice.

Donkey Content, a post titled “Our Office Hours” that most visitors skip over because it’s not interesting or useful.

Unicorn Content, an article on “Top 10 Tax-Saving Tips for Small Business Owners” that attracts many clicks and shares due to its practical and valuable advice.

Donkey Content, a brief update on “Staff Changes in Our Office” that doesn’t engage clients or potential clients.
The current situation

Many businesses produce lots of low-quality content (donkeys) and fail to recognise their best-performing pieces (unicorns).

AI tools like Chat GPT haven’t helped, and more and more donkeys are released easily and quickly out into the Internet.

Outsourcing SEO to experts can help you identify and create more unicorn content, boosting your overall marketing results.

Let our expert team guide you in crafting high-impact content that stands out. Contact us today to elevate your marketing strategy and achieve exceptional results.
Post categories Content Marketing & SEO Impact