Is This a Unicorn or a Donkey?
It’s not the most common question that we ask, but in the marketing world, it holds a deeper meaning. Unicorns and donkeys refer to the content a company distributes. If the content has a lot of feedback and receives rapid responses, it’s referred to as a unicorn. On the other hand, content with minimal engagement is considered a donkey. Your follower base engages with what they find most interesting, so the trick is to try and get inside the mind of your followers.
Distributing content on multiple channels is a good way to reach your target audience. Some content may be more appealing to your audience on one platform, but not on another. Key content is content that has been successfully shared, has two-way engagement, and ranks high on search engines like Google. With high performing content, it’s best to think long term. Use the quality content you have, reuse it, and reproduce it.
One way to create a unicorn is to use stories that will invoke emotion. Studies show that once you make that emotional connection with your customer, they become more likely to accept your ideas and suggestions. Keep in mind, though, that emotion does NOT guarantee a successful post.
It’s important to remember that not all the content you put out there is going to be a unicorn. In fact, you’re probably going to have donkey’s more often than not. But when that unicorn comes along, you’ll be able to use it to your advantage and develop future content around that first unicorn.
You know that you’re going to have some donkeys, which is fine, but you still need to focus on your content. Your content should be strong and relate to your target audience, drive authentic engagement, and use targeted messages to latch onto.
Broaden your content, but don’t let it spiral out of control; balance is key to success (and the key to unicorns!). If you learn one thing from this article, it should be that quantity does not always translate to quality. Spend the time doing market research and find the content your audience can relate to. Keep at it, your unicorn is out there!
Here at Cutwing Marketing, our team of marketing professionals conducts market and demographic research for each client’s needs before creating content. If you’d like help with content creation, give us a call at (262) 248-0288. Be sure to follow us on LinkedIn, Twitter, and Instagram and like us on Facebook for more marketing tips and tricks!