How to Create Content Unicorns and Ignore the Donkeys

By Nathan Isaacs

Are you producing content unicorns and, if you are, are you leveraging that content to make unicorn babies?

Larry Kim doubts you’re doing either, but is willing to tell you how you can.

In this episode of the Rethink Podcast, we talk with Kim, founder of WordStream and CEO of Mobile Monkey, about his new company and about what he calls “Content Marketing Moneyball.”

If you’ve seen Moneyball, the Brad Pitt movie about the Oakland A’s 2002 season (or read the book by Michael Lewis, or his latest book, The Undoing Project), you will get a sense of the subconscious biases that affect how we make decisions and, in Kim’s view, how content marketers are unable to reliably produce and leverage what he calls “unicorn content.”

Don’t worry though. Kim has a few tips on how you can create your own unicorn content and then leverage it to make unicorn babies.

Enjoy the conversation, and we hope you get one or two takeaways that you can bring to your business.

This transcript has been edited for length. To get the full measure, listen to the podcast.

What is Mobile Monkey?

NATHAN ISAACS: Larry, can you tell me more about your new endeavor, Mobile Monkey, and what it does and who it does it for?

LARRY KIM: It’s a new startup I started a couple months ago. It’s very early stage right now. It’s only five people and maybe 50 or so customers. It’s in the chatbot AI space, like a gazillion other companies these days. It seems to be like the flavor of the month. But I really do think that there are some interesting technologies there for marketers. And I’m looking to try to build something kind of interesting and innovative in that space.

What is Content Marketing Moneyball?

NATHAN: You’ve been talking about Content Marketing Moneyball. Can you tell me more about that? What does that mean?

LARRY: The challenge here is that content marketers, I think, are very clueless when it comes to defining what exactly quality content is. There are basically two types of people. A lot of people are biased and they define quality content as content that they produced. And another group of people, they’ll define quality content in terms of a checklist of attributes ― Does it have 1,000 words? Does it have three graphics? Does it have high school-level English? Does it have a video embed?

My point is that it’s neither. Quality content isn’t defined by our own biased opinions. It’s based on the outcomes. So, thinking back on the Moneyball movie, back in the day baseball scouts would make their decisions to bring on free agents based on things like: Did the player have a lot of confidence? or Does he look great? or Is he great with the press? … and all sorts of stupid meaningless attributes. And, basically, the question Billy Beane asked was: If he’s such a great hitter, why can’t he get on base? Go to the full article.

Source:: Business 2 Community

Be Sociable, Share!