As a mother of two super-hero obsessed kids, I tend to spend less time experiencing the latest unicorn head-wear, clothing, costumes and cakes that seem to be bombarding my social feeds, and more time on trying to understand the timeline of the Marvel universe. Aside from the extensive range of colourful unicorn retail options, the concept of ‘Unicorn Marketing’ that is being referenced more in the business world, is less about a mythical creature, and more about creating perfect marketing content that resonates with viewers and can be shared in a range of ways.
In its simplest form, Unicorn Marketing revolves around creating highly engaging and shareable content – generally for web or social platforms. Is represents the very best message or ad or promotion that seems to resonate with your marketplace and delivers sales / engagement results. Good ‘unicorn content’ can be repackaged for repeated use, simply by reworking the main messaging into a range of blog posts, written pieces, infographics, videos, images, etc. that are the most popular out of all the communications you produce.
The amusing thing is, that strategic small and medium sized business with limited marketing budgets, have for years had better access to talking to their customers and responding quickly to feedback and buying trends (often much better than large scale corporates with major funds to spend).
Small and mediums sized companies with a true ‘customer outlook’ have been ahead of the curve in staying connected to customers, creating relevant content, and have also been looking at ways to repurpose their content, to make the most out of every communications piece, for the most impact. It’s perhaps been called something a little different… “More bang for your buck”, and it’s just been a little harder to measure, outside of the social and web sphere in the past.
This movement to focus on creating meaningful and highly engaging and shareable content, is an important shift in thinking for web and social sites, as it signals the move away from quantity toward quality pieces. This mindset seems to be freeing for many of the smaller business owners and managers, as it lifts the pressure off outputting multiple pieces, and refocuses on creating pieces that aim to deliver value while also being dual purpose.
Kudos to the SMEs who have been ahead of the game on this one, and be encouraged, that big budgets don’t always translate to a true understanding of what your customer really wants.
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