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TEST Finding Your Content Unicorn With Larry Kim from Mobile Monkey [#AtomicFeature:001]


Recently, we surveyed 150 of the top content marketing influencers on how they are approaching content marketing today.

Seeing as they are the best of the best, we did not want to keep their insights to ourselves.


larry-kimLarry Kim shared some incredible insights about how he thinks about content marketing. 

He is a one-stop-shop guru on the utilization of Facebook Ads and messaging for marketing optimization.

Kim is the CEO of MobileMonkey, a platform that helps companies engage with customers using Facebook Messenger. 

Check out some of his thoughts below:


1. What are the elements of a successful Content Marketing program?

Successful content is defined by the outcome -- stuff that people want to share, comment and click on. All the channels (SEO, ads, social media) have machine learning algorithms that surface content that people click on at a higher than expected rate.

Find your unicorns.

These are the top 1-3% of campaigns where something about the content is very catchy. People are clicking and sharing it. Then clone your unicorns and make unicorn babies.


2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

Most marketers suffer from "donkey delusion syndrome" thinking that most of the campaigns they do are fantastic.

They aren't effective at producing remarkable stuff because they don't fully understand the difference between donkeys (average campaigns) and unicorns (remarkable marketing campaigns).


3. In your opinion, which brand does Content Marketing really well? Why?

There are so many, but off the top of my head:

These are the best of the best.


4. What is your favourite content marketing tool (or hack or resource)?

Facebook Messenger marketing is more engaging than email with 4-20x better open rates and click-through rates.

Use MobileMonkey to send messages directly to customers on the chat applications that are more popular than social networks.


5. What are your predictions for Content Marketing in 2019 and beyond?

In the next 3-5 years I see 30% or more of businesses adopting messaging as the communication layer. People prefer messaging to email and messaging gets 80% open rate compared to 20% in email.

If you start doing conversational marketing early, you gain a serious competitive advantage and first-mover advantage.


6. How will AI or Machine Learning impact Content marketing?
More people use chat than social networks yet less than 1% of businesses use technologies to automatically reach customers with messaging.
Chatbots are AI and automation for chat marketing. You can set up chat drip campaigns and send chat blasts that get 80% open rate.
Content Marketers have a more engaging alternative to email using chatbots.
7. What advice would you give to a content marketing newbie?

Set (somewhat) delusional goals. It's amazing what you can accomplish when you focus on your strengths. 


With great insight, comes great responsibility. Larry continues to create useful content that conversational marketers engage with regularly.

What is your content unicorn?



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Published on February 12, 2019

Topics Content Marketing Trends Content Marketing Influencers