Unicorn Content Creation

Kate O'Sullivan is MD of ADPR Kate O'Sullivan is MD of ADPR
Industry Database

The value of content has never been more important. People want to see articles, videos and posts that are engaging, interesting and informative. This is true for B2B and consumer marine brands alike.

The Unicorn is a piece of content that ticks these boxes. It is shared widely because it’s something people want to shout about. In an age where people are calling for more authenticity from brands, effective Unicorn content is founded in a brand’s purpose. 

As well as brand awareness, Unicorn content has significant benefits for SEO. Numerous links to the Unicorn content helps increase a website’s authority. Additionally, it helps to deliver on conversions, as the more traffic driven to a website, the more likely people are to click through and act.

High-quality content creates organic buzz and exposure, but only if you tell people it exists. An effective distribution plan is a must. Start by measuring the success of your existing content. What has achieved the highest engagement? How can you produce something similar, but even better? Once you have a quality piece of content - whether that’s an article, a video, or a social media post - you need to draw attention to it.

Develop a list of relevant contacts to reach out to. Aim for high-quality, well-known websites and online publications that have a natural fit. The idea with Unicorn content is once you’ve got the ball rolling, the shares will keep happening organically with little work your end. Sounds like a win-win to me.

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