Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

How to Get Even More Out of Your "Unicorn" Content

By Derrick Weiss

Derrick Weiss also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

How to Get Even More Out of Your "Unicorn" Content Blog Feature

Blogging is no doubt the cornerstone of inbound marketing. We all agreed on that a few years ago -- but things have changed since then.

It’s not longer just about writing blogs; You have to write blogs that have certain keywords, are of a certain length, are chock-full of images, link out to reputable sources, link to your own reputable sources, are optimized for conversions, and SO MUCH MORE.

It’s a lot for any content marketing manager to manage -- and the worst part is not every post will deliver the same results.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Sure - you can put in the same amount of time for two posts, but if one gets a hundred views and the other gets a thousand, your effort was 10x more effective on the second.

I can see you shaking your head - “It’s simple! We just need to create more content like the one that got a thousand views.”

The problem is, that’s just not how it works.

Content Marketing Moneyball

I listened to a fantastic keynote by Larry Kim at Content Marketing Conference in Boston last month, titled Content Marketing Moneyball. There were a couple key points, which I’ll list here and then break down a bit further.

  • You can’t check off boxes to create a high-performing blog article
  • Most of your content won’t perform well, you need quantity to produce quality
  • You find good content by measuring your existing content
  • When you find something good, sound the alarm

So let’s break them down:

Attributes Do Not Equal Quality

Look at the items I listed above. Those do not a good blog make. They certainly don’t hurt, but they aren’t the things that make a post great; your audience determines that.

Quantity Comes Before Quality

Larry Kim’s ratio of high-performing posts (he called them "unicorns" -- long before Starbucks, mind you) to other posts was 8/300.

Read that again.

Eight out of three hundred articles took off and were wildly successful.

If you blog once a week, that’s almost six years of content. On the other side, if you blog once a (business) day, that’s fourteen months.

In all that time, Larry only produced 8 articles that were spectacular unicorns.

And this is when he came to a realization.

Larry's session name "Content Marketing Moneyball" references the movie, Moneyball, which was the dawn of a new approach to baseball team management.

Players were chosen based on their statistics, instead of the gut instinct of coaches or scouts. It was important whether they actually hit the ball, or got on base, not how they swung, what they looked like, or the way they pitched. This strategy worked for the 2002 Oakland A’s and it can work for your content marketing machine.

Focus on the "unicorns."

It doesn’t matter how much you like a certain post, whether or not your CEO thought it was a good idea, or if you chose the best images -- if it doesn’t engage users, get views, and rank well, it’s crap. 

Measuring Your Existing Content

Let me define roaring success before we get into what you should do with one when you find it.

A “unicorn” has high user engagement, which is very important in how Google ranks search results -- the more engaged a user is, the higher a page gets ranked.

You can measure your unicorns user engagement by looking for:

  • Higher time on page (imagine people reading)
  • A lower bounce/exit rate (they aren’t leaving immediately)
  • A high click-through rate (they are being clicked into from Google)

By extension, "unicorns" will have high page views and usually convert well into leads from your blog.

They are the top 1, 2, or 3% of your content and you probably know which ones they are without having to think too hard about it. (One of ours is this Marketing KPIs blog post)

What to Do When You Find Your "Unicorn"

This is the part everyone cares about, but it can be hard to pivot from something you’re already doing, a piece of content you’ve already planned, or convince your boss to let you swerve from the established path.

Once you overcome that hurdle, take your unicorn, and create some unicorn babies.

1. Repurpose Your Content

You need to repurpose your high-performing content in as many forms as you can.

If it performed well as written content, maybe it will perform well as a video too. Video is the thing these days.

Can you reduce it to the key points, and turn it into an infographic? You might even be able to gate it or use it as a lead magnet on your blog.

Why not break it into chunks, and put it into a SlideShare? They’re shareable and easily digested.

2. Republish It

Post it to Medium, or LinkedIn (keeping these rules in mind of course).

With that amount of success behind it already, you can also bet an influencer in your industry would love a piece of it on their publication.

Consider syndicating or offering it to a large publication that will expand its reach. You might have to tweak it to do so, but it’s already a proven concept.

3. Promote It

Then finally, keep promoting it. Promote it like a madman. Promote it like it’s your only job because it will keep on giving. (This article is from over a year ago!)

Think Long-Term

The moral of the story is, consistency is key. Metrics over the long run are what matter in content marketing. It’s not a sprint, it’s a marathon and an investment.

Joe Pulizzi talks about this in his book, Content Inc., which Margaret summarizes for you here if you'd like to check it out. 

You can’t always predict which articles you produce will explode in popularity because it’s just not up to you. What you can do is craft your post in a way that increases its chances of it exploding. You can create the spark -- once you do that, wait and see what happens.

The most important thing is to keep at it. Content marketing is like going to the gym; You don’t stop going just because you’re in shape.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Published on May 5, 2017

Recent Articles

Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read