Today, 98% of marketing efforts go nowhere. I think I know why.

In 2017 I published over 300 posts at my last company ’s blog. Just 8 of them performed . Those are the unicorn content .

The rest? Donkeys.

We spend the majority of our time working on things that will give us a fraction of return — the donkeys. But unicorn content garners an incredible amount of attention and engagement. Unicorn content ranks high on Google and blows out key performance indicators. Of course, if it was easy to find unicorns, there would be a lot more of them. So I’ve developed some shortcuts for hunting content marketing unicorns

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