Making Baby Unicorns: A Reusable Content Digital Marketing Strategy

Do you want to make high-performing, quality content while doing almost no extra work? We recommend implementing a repurposed content strategy.

Larry Kim, founder of Mobile Monkey, once said that everything he publishes is either a unicorn or a donkey.

“Unicorn Content” Artwork by Stephanie Mason

I can relate! It seems as if some of my content takes flight on a magical rainbow while other content refuses to budge while yelling a stubborn HEE-HAWWW.

Having a great content strategy involves finding those unicorns and making baby unicorns out of them. Adorable! 

A “Baby Unicorn” is repurposed content that is already a proven top performer in your niche.

We often get stuck in the belief that we need to be constantly building new content.

It is easy to overlook the opportunities we have already created for ourselves. And the best part – most of the work is already done for you!

The Reusable Content Formula

If you have content that performs particularly well in comparison to the rest of your content, use this strategy:

Turn ___X___ into ___Y___.

How simple is that?

Step 1: Find content that already performs well
Step 2: Transform it into a different type of content

Example: Turn my top-performing blog post about Instagram Hashtags into a video.

The script is already written out for you in your blog post. You just have to get in front of a camera and talk. And, just like that, a #BabyUnicorn is made.

How Do I Make Amazing Content?

First, think of your keywords. Then, ask yourself: What are people looking for in this field?

To easiest way to find “unicorn” subjects is by answering questions that people are asking.

First, think of your keywords. Then, ask yourself: What are people looking for in this field? If you can find the right question to answer, you will be able to create reusable content that will reach vast audiences.

The best places to find questions worth answering:

  1. Reddit
  2. Facebook groups specific to your field
  3. The Google search bar

After you come up with about 5 frequently-answered questions, you should perform a Google search. If there are already lots of content about this question, skip it. If it is difficult to find content that answers a question, then you found your unicorn.

More Reading

Unicorn Marketing Theory by Larry Kim

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