How to Become A Unicorn

Believe it or not, you’ve seen a unicorn – more than one, I’m willing to bet. I don’t mean the magical rainbow creature that seems to exist only in fairy tales and Snapchat filters.  I’m talking about the equally rare companies, content, and marketing campaigns that perform at the top 1-3%. Unicorns come in all different shapes and sizes. They could be a start-up company that’s worth more than $1 billion or a social media post that generated more leads than all of your other posts combined.

Unicorns versus donkeys.

So, if only 1-3% of the content and campaigns are unicorns, what are all of the others? They’re named after the unicorn’s far less glamourous cousin, the donkey. Before you conjure up the image of Christopher Robin’s Eeyore, remember that content donkeys are still valuable to a company’s success. Of course, not every single post will be a unicorn. And even if they could be, there would still be a top 1% of posts that do better than the rest, making them unicorns of unicorns, and so on.

How can I become a unicorn?

Content usually only achieves unicorn status if it’s high-quality. You might be thinking that you’ve spent hours on a blog post, for example, but it never became more than a donkey. You put your heart and soul into your writing, added a fool proof call to action, used catchy illustrations, just for it to fall flat. Quality doesn’t necessarily mean well-written or well designed, although you should never compromise on either of these. It means that the specific post/campaign/idea gained momentum and surpassed all of your other posts based on its performance and engagements. Although there is no hard or fast rule to turning your donkey into a unicorn, there are some things that you can do to ensure that your post doesn’t get lost in the daily influx of information.

Make sure your posts and campaigns are data-driven.

Instead of posting blindly, make sure you know your audience and you understand when, where and how they view content. Your click-through-rate (CTR) should always be at the forefront of your mind when posting content.

Add catchy and interesting headings and titles.

You could have the most incredible, life-changing article, but without the right headline, no one is going to consider reading it. Catch your readers and viewers attention with catchy headlines and it could make an unbelievable difference. This being said, avoid click-bait at all costs. Nothing hurts your following and public image than click baiting your audience.

Encourage your audience to engage with your content.

A great call to action can turn a donkey into a unicorn without so much as a swish and flick. If your audience engages with your post, it not only skyrockets your post’s chances of becoming a unicorn, but it also shows that you’ve got a winning formula.

Guest post on other sites and then amplify and promote it constantly.

This is a win – win for both you and the site you’re posting to. Both of you will get increased publicity and you’ll also be building quality relationships with others in your industry.

 

Share your unicorns

A donkey is a donkey, no matter how many times you repost it. If you are lucky enough to find a unicorn, share it as widely as you can to better your chances of gaining leads, readers and general popularity. Keep your process in mind. What did you do differently with your unicorn? How can you make sure to keep doing it?

We hope that this article has helped you understand how to get your posts to achieve unicorn status. The most important thing to remember when creating content is to keep your quality consistent. Every single post might not turn into a unicorn, but that doesn’t mean they won’t be seen thanks to some of your other more popular posts. If this is the case, you’d want your customers, readers and potential employees to see that you treat each post and campaign with the same level of enthusiasm. Who knows, you might just be the first to change a donkey into a unicorn.

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