7 Tips for Telling Content Unicorns from Content Donkeys

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7 Tips for Telling Content Unicorns from Content Donkeys

1. Quality Content Is Defined by Data
Always base your definition of quality content on data. Any other definition will be based on your biased views of your own work.
Data is the only objective way to tell whether your content is a unicorn or a donkey:
Unicorn content: This is your best, most magical content, performing among the top 3 percent of all your content. Unicorns rank well in Google (Position 1-3) and drive the most traffic, engagement, and leads.
Donkey content: This is your average and below average content. It makes up the remaining 97 percent of your content. But a donkey is still just a donkey — no magic here! Donkeys will never achieve unicorn status.

2. Quality Content Achieves Marketing Objectives
You should define content quality based on how much you get out of it, not how much time and money you put into it.
Imagine you own a baseball team and need to add a hitter to your lineup. Are you going to sign a player based on his height or how handsome he is? Or how well he speaks? Or maybe how many social media followers he has?

3. Quality Content Ranks Well in Google
Google uses machine learning as part of its RankBrain algorithm, which is used on every search. One thing all machine learning systems have in common: they reward high engagement.
How does Google measure engagement? I believe it's through a combination of click-through rate (people are clicking on your content) and dwell time (people are spending time and/or engaging with your content).

4. Quality Content Has Remarkable CTR
Before Google used machine learning as an organic search ranking signal, Google used machine learning in AdWords (they also use it for the Google Display Network, Gmail Ads, and YouTube ads).

5. Quality Content Has Lots of Social Media Engagement
We just briefly covered social media ads, but what about organic engagement on Facebook? Well, Facebook also uses machine learning to reward engagement. It works like this:

6. Quality Content Converts
Quality content has higher conversion rates. If you can get people to click, it's more likely they'll ultimately convert, whether it's signing up for a webinar, filling out a registration form, or buying a product or service.

7. Quality Content Does Well on Every Channel
Unicorns are the pinnacle of quality content.
Some content might do well on one channel. But unicorns do well on every channel, whether it's SEO, CRO, PPC, social (paid and organic), or email.


Source: https://smallbiztrends.com/2017/03/high-quality-content.html