Author: Ginna Hall
While there were many great stories from amazing thought leaders circulating around the Content Marketing Conference 2016, the “Unicorn Rocket Technology” outlined by Larry Kim, Founder of WordStream, was one of the more memorable tales. Part movie stills from “The Martian,” part hilarious memes and all solid social media marketing tips, his presentation took listeners on a business-boosting journey that was, quite literally, out of this world.
Here are Larry’s 10 secret tips for building a high-powered “Unicorn Rocket” of your very own, all from the comfort of your earthbound office.
#10 – Find your unicorn(s). The Unicorn in this equation refers to your best-producing content, as it stands right now. Larry enthused on the power of the top 1% to 2% of your existing content – by scale and interest, not a specific numeric metric – in his session. These, he explained, would be what actually comprised your successful social media marketing – your “rocket” – that would interest and engaged customers for a minimum spend and an excellent ROI. He cautioned against trying to “respark” losing and low-interest content, calling these donkeys in contrast to unicorns; money doesn’t have to be divided evenly among marketing attempts, and can and should be proportioned according to content’s past performance, not hopeful future performance. Larry admonished that chasing after – and trying to prop up – past content that failed in comparison to your unicorns will quickly send you in a “donkey spiral” of throwing good effort after bad, marketing-wise.
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