Marketing appears to be somewhat amusingly stuck between two extremes today. On the one hand, you have the folks (especially on the ecommerce and SEO side) saying that the long tail is your friend and is all you need to prosper. Create enough good content and the long tail will take care of you. On the other hand, you have the short attention span crowd looking for the best time to tweet, blog, email, send press releases, make coffee, and eat lunch. Do something at exactly the right time and you can take the rest of the week off is the promise of the “best time to…” crowd.
Both points of view are looking for the same thing: the easy answer, the magic wand, the simple trick that lets them not have to think, that lets them not have to do the work. Bad news: doing the work is the only way to make any of this marketing stuff work for you, period.
Do these viewpoints have any validity? Sort of. Reality is somewhere in the middle, but there are ways to determine whether your audience responds more towards focused, timed activities or steady publishing activities. How could you tell? Fairly simply (remember simple is not easy), but we have to get super-mathy with a spreadsheet.
Step 1: Let’s gather your data. Whether it’s web page traffic, email opens/clicks, Twitter retweets, Bit.ly clickthroughs, Facebook insights – whatever it is that you want to make a timing and production decision on, gather up your data. Try to aim for a single campaign of some kind to give you an isolated data set to work with, such as your most recent newsletter, a PPC ad campaign, a Facebook promotion, etc. Ideally aim for a period of at least 7 days, if not longer.
In this example, I’m going to use data from my personal newsletter.
Step 2. Arrange your data in a spreadsheet over time. Here I’ve grouped up my open rates by day, then transformed them into a graph, charting cumulative frequency of opens. If I were to make a chart of my data, it would look something like this:
This is what is known as a Pareto curve, or powerlaw curve.
At this point, the non-mathematician would flip open their copy of The Long Tail book, compare it to the charts in the book, and say, wow, this is a long tail situation! Clearly the whole “best time to send” is bunk. The more math inclined say, “let’s look at this a different way.”
Step 3. Change the vertical axis of your data to a logarithmic scale. Your spreadsheet software should let you do this fairly easily. This should have the effect of transforming that powerlaw curve into more or less a straight line.
That’s fairly close to a flat horizontal line. This means that the majority of the action happens at the beginning of the newsletter and then trickles off to nothing very quickly.
For contrast, here’s what a cumulative percentage chart in log scale would look like for a data set that increased by 5% each day – what you would expect of content that garnered slow and steady attention:
It’s closer to a 45 degree line than a flat line.
And for good measure, here’s the extreme of “best time to tweet” where 99% of the action happens instantly and then nothing afterwards:
What does all this signify? Simple: the closer your logarithmic-scale Pareto curve is to a flat line, the more you should investigate the timing aspect of your marketing, because your content has a very short shelf life of attention. You will want to do things like test when the best time to tweet is, because your audience reacts very quickly and loses interest just as quickly.
The closer your logarithmic-scale Pareto curve is to a 45 degree angle, the more you should ignore “best time” things and look at how you can produce content on a regular basis, at regular intervals, to keep a consistent flow of attention to your marketing.
Here’s the good news: you can chart all of this data yourself, using nothing more than a spreadsheet and the data exports from the tools you already have. You need not pay any money to any expensive marketing company or social media expert to find out how quickly or slowly you lose attention, and can base your strategy on what you find out of nothing more than a simple spreadsheet:
The table used to make the graphs above.
I would strongly encourage you, before you start to develop an emotional attachment to either of the two extremes, to chart your own data and find out how your audience is actually behaving, then make a strategic decision afterward.
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I’ve never heard anyone slant “the long tail” as a mechanism for trying to not do the work. I’ve read quite a few interpretations of it, seen some interesting examples of it in action, and this perspective you offer is radically new to me. In fact, thinking back to when I first read Chris Anderson’s piece on it, I can’t help but wonder if your assessment that people taking advantage of the long tail are using it as “the easy answer, the magic wand, the simple trick that lets them not have to think, that lets them not have to do the work,” isn’t horribly off base.