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Long Tail in Marketing: Apply That Ish to Content Strategy
Somewhat like the vastness of interstellar space, it’s hard for me to fathom just how much stuff there is for sale in the world — it’s staggering.
Yet even with so many sellers already providing the most popular products, one strategy that still breaks through is to take advantage of the “long tail” in marketing, monetizing the realm of the deeply niche.
Similarly, there is a ton of value beyond popular content keywords, and savvy marketers know that the best optimization brings in the right customers — qualified leads primed for conversion.
Thoughtfully chosen long-tail keywords deliver choosy shoppers like me past the flashy and popular front-page products because we’re looking for something more precise. I know I’ll be excited to buy it immediately — when I find it.
Let’s dive into this strategy, look at some long tail marketing examples, and then explore how this idea applies beautifully to content marketing.
The term “long tail” was coined by Chris Anderson to describe the graph below.
It illustrates the difference between selling a high volume of popular items (the head portion in the graph, in red) versus a low volume of many more items that aren’t as popular (the longer, mustard-colored tail of the graph.)
According to Anderson’s long tail blog, this theory more specifically focuses on the tail portion of the graph over time, hence the tagline of his book: Why the Future of Business is Selling Less of More.
“The potential aggregate size of the many small markets in goods that don’t individually sell well enough for traditional retail and broadcast distribution may someday rival that of the existing large market in goods that cross that economic bar,” Anderson writes.
We’ve seen this theory play out and watched brick-and-mortar stores that relied on selling from a smaller, curated catalog closed up shop.
The only way through was to take their business online, seriously diversify their offerings, or team up with other brands to stay large enough to compete. (Man, do I miss those dELiA*s catalogs.)
Long Tail in Marketing Examples
Let’s take a look at some examples of successful long tail marketing.
Streaming Entertainment
While streaming services like Netflix, Disney+, and AppleTV carry and/or create popular shows and movies that attract us to subscribe, they also offer a wide variety of less popular titles to fill out their services each month.
The variety contributes to watch time and attracts niche visitors — like my mom. She will still watch anything if it has Steven Seagal in it, no matter how often she’s seen it. No matter how many times we’ve all seen it, Mom.
ICZOOM
This B2B e-commerce platform for electrical components has been making gains via long tail marketing this year. They recently released details about their accelerated growth and steady market expansion.
According to a press release from ICZoom, the purchase volume of small, medium, and micro enterprises is very disaggregated. These businesses rarely get support from large distributors, agents, …read more
Source:: HubSpot Blog
