BlueSpire Strategic Marketing - Marketing That Inspires
Search

Does the Long Tail Still Exist?

OCTOBER 19, 2010: Jim Larranaga, Executive Vice President
Content Marketing Search Engine Optimization

In my recent conversation with Chris Anderson Editor-in-Chief of Wired magazine, I asked him if the long tail theory was still applicable in a world of Google Instant Search. His answer was encouraging. Yes, the Long Tail is alive and well with online content.

In fact, according to Chris Anderson, a high percentage of search phrases that Google receives each day are unique and have NEVER been typed into Google before.

That means consumers are thinking of new ways to search for products and services or are becoming more specific in their own searches. That’s good news for marketers who are creating content online.

You don’t necessarily have to compete for the most popular keywords such as “cancer” or “home equity loans” to pull in traffic. Your better content strategy might be to focus on the less popular search terms (those long tail search terms) with plenty of your own unique content.

A Blue Ocean Strategy for Content Marketers

The basic concept of the 'blue ocean strategy' is: why fish in crowded bloody waters with a small net when you could troll the entire blue ocean with a net that’s a mile wide and a mile deep?

Now, think of your content as a net. The more relevant and specific content you have, the more fish you will bring into your boat.

Many of the companies that approach Priority for assistance with content marketing seem to forget the long tail and focus only on their most competitive products and search terms. Other marketers request a “content library” that they can license for their website as a quick fix to their site’s lack of content.

What we usually recommend is a content strategy and plan for their website and social media outlets. And that strategy includes studying the inbound search terms for their site and creating custom content for those keywords --- especially the continually evolving long tail search terms that consumers are creating.

If Chris Anderson is right, then as the long tail grows longer, the opportunity for content marketing will continue to grow along with it.
 

This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.

Share this post


RELATED POSTS
POSTS BY THIS AUTHOR
The Best Content Marketing Is Not Marketing
Mystery Shopping Gains Momentum in the Digital Age
Content Is King, Even on Facebook
How to Sell Your Marketing Plan to the CEO
Brand Personas: Put a Face to Your Brand
Baby with an iPad: the Next Generation of Content Users
Big Brands Rely on Content Marketing. Do You?
Webinar: How Financial Institutions Are Leveraging Social Media
The Struggle of Branding in a Digital World
Healthcare Accountability, Integration and KISS at Greystone in Orlando
Want a Greater “Share of Wallet”? Think Mobile
Struggling with Multi-Channel Marketing? You’re Not Alone
Good Content: What If Facebook, Gmail and Hotmail Don’t Like Your Marketing Messages?
Health and Wealth: The Convergence of the Healthcare and Financial Services Industries
Research Shows Email Dominates Mobile Usage
Without Free Checking, Will Banking Relationships Be Stronger?
Email Marketing: Which is the Bigger Challenge, Content Creation or List Building?
Trust Agents: Using the Web to Build Influence
SEO: Optimize Your Content for Bing
Web Content: How to Beat Spammers at their Own Game
6 Easy Ways to Leverage QR Codes in Your Marketing
The Better Facebook Strategy for Business
Let Go, Customers Control Your Brand
If Fresh Content Is King: Yahoo Is Building a Dynasty
Old Spice Combines TV, Twitter and YouTube Efforts to Boost Brand
Facebook Thinks Email is “Probably Going Away” (Really!?!)
Creating Compelling Content: Marketing Tips for Bringing Passion to Your Brand
Has Facebook Peaked?
How to Beat Writer’s Block or Die!
Online Videos: My Aunt Linda Goes Viral
Facebook is Supposed to be Funbook
Digg.com Gets Extreme Makeover
Content Marketing: Every Marketing Department Is a News Room
Enough Small Talk: Let's Try Speed Dating
What Would Steve Jobs Do? (WWSJD)
What’s All the Buzz About the Inbox?
Using Mobile Social Media for Crisis Communications
The Battle for E-Books: A Lesson for Marketers
Are You Ready for Retirement? It Could Be Around the Corner.
The De-evolution of Written Language (and Goodbye Apostrophe)
6 Ways to Grow Your Twitter Followers
The Greatest Corporate Gift: The Untapped Potential of Your Team
One Email Address to Rule them All
Give Your Customers a Nudge
How Small is Your Tribe?
Digital Textbooks on Campus: When Will It Catch On?
Facebook at Work and Texts in Church?
Management 2.0: Play to their Strengths