What the Long Tail, Netflix, Blogging & SEO Have in Common

Netflix, you might have heard of it. It’s a billion dollar company that provides movies to your devices. The company has evolved and leveraged technology better than most in its industry. When I first heard of Netflix years ago, you could rent a DVD from their catalog of movies. They would mail you a copy of the DVD (or more depending on your subscription), you would watch it and they would mail another one to you from your list. Even then it was kind of innovative. Now, with technology, a subscriber can now stream from Smart TVs, Smartphones, Tablets, Computers and even Game Systems.

This is all well and good but what can a digital marketer learn from this company?

Well, a lot.

I recently had a meeting with a potential client. One of the first questions he asked was, how would I describe SEO and the Long Tail. To this I answered, have you heard of Netflix? 

The reason that I brought up Netflix was because it’s a perfect example of the Long Tail coined by Chris Anderson in a book back in 1999 (you will even see a review from Reed Hastings from Netflix on the book–go figure). Taken from Anderson’s website, he defined the Long Tail as:

The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.

Do you see the connection yet? If not, let me drill down…

The best comparison is Netflix versus Blockbuster. Traditionally speaking Blockbuster was a storefront that you went to more than likely Friday night to pick whatever movie (or game) that you wanted to watch over the weekend. I remember doing it as a kid. I would get in my parents car and we would go to Blockbuster typically after dinner and I would get to rent a movie.

Of course the movies (or games) that I wanted were never there because someone (or a lot of “someones”) would often get there before me and I would have to wait for them to bring the movie back. Now, from a business standpoint, Blockbuster was always limited by the size of their store. They could only keep so many movies and so many titles on hand.Growing up in Northern Virginia, we even had 2 Blockbuster stores and I would try to go to either to get the movie that I wanted if I could talk my parents into it. Still, I often couldn’t get the movie or game I wanted.

So, how did Netflix disrupt that industry? Well, in short it allowed an entire catalog that Blockbuster never could shelve because the demand was too small. In other words, if someone was looking to watch 30 vampire movies over the next month, Blockbuster would only have 5 or so of the most popular ones. There wasn’t enough demand for the others so they couldn’t justify the shelf space.

That’s where Netflix changed things. They increased the catalog of movies that people could rent. There were way more movies that they could send to you because instead of having a storefront they shipped from a huge warehouse where they were able to stock more movies and as technology increased they were able to offer more and more movies that could be streamed on demand. Not only that, I’ve noticed that TV series that people were sad to hear were canceled, were now being picked up on Netflix. This was incredibly disruptive because as people started to realize their choices weren’t limited, they were able to “search” for exactly what they wanted to find. If someone wanted to search for Zombie movies with werewolfs, they would find that. So, Netflix was basically not competing with Blockbuster on the “Blockbuster movies” but instead were focusing on developing a different way for people to rent movies (subscription) and a larger catalog they could access. This would eventually (along with Redbox)sink Blockbuster.

This is where your blog and SEO are so important. 

There are so many niche products and services that are making a “killing” largely because they are catering to these target markets. With the changing customer (the same one that is watching movies on Netflix or Amazon or tuning into YouTube series) that is now able to click a button and search specifically for what they are looking for, the long tail is an enormous opportunity.

Here’s one takeaway that you should remember–it’s not that the small long tail searches are more than what is mainstream but collectively if you add them all up it’s more. 

In other words 10 (searches) is greater than 1 (search) but it’s not greater than 1+1+1+1+1+2+4+3+5+8+1…(you get the picture).

That’s were Netflix blazed a trail that business owners and entrepreneurs can now follow. It’s where you can become top of mind not just for that one keyword that you are trying to show up for but the 1,000 other searches that are more attainable and honestly probably add up to more.

On a practical level when people are searching on Google, it’s where your blog can show up. You will quickly be out of business if you target an entire website for 1 search but you can target a blog post for a specific keyword. It’s how you build your own Netflix model.

It’s something that has not been leveraged in most industries.

So, how do you get started?

I would say after you start your blog and you get everything up and operational, do a really strong and dedicated discovery exercise and determine what people are searching for–think of everything–product names, DIY searches, product alternatives, frustrations, everything you can think of. Don’t forget to ask employees, clients, everyone.

Then, just develop a calendar and start blogging. There’s more to it of course from an SEO standpoint but this is the approach you want to take to answering your client or potential clients questions.

Another future note, don’t neglect the importance of social media as well. Some people are searching natively on these networks especially with hashtags so make sure you pay attention those changes as well.

That’s how you become the digital Netflix of your industry!

Be sure to check out and reserve your copy of our eBook–The Blue 16 Corner. It’s FREE!

Originally posted: What Does Netflix Have in Common with Blogging & SEO?

6 Reasons Local Business Owners Should Blog

Business owners have a huge opportunity at their fingertips and that’s because social media and the internet has made it easier to have a direct relationship with the consumer. At no other time in history have business owners had the opportunity to directly communicate with their target clients and customers. While “blogging” is not the only way, it is a great way to communicate with your target audience.

The beauty of websites like Alexandriasmallbusiness.com is that it is an opportunity to put this specific area on the “Internet” map. There are many areas that have a very special or unique culture and when business owners blog about the areas it’s a great way to not only promote the area but also to promote your business in the area.

I used to have a column for the Lake-Ridge Occoquan, VA Patch called the “Entrepreneur’s Spotlight” where I used to interview and write about entrepreneurs located in Lake-Ridge and Occoquan, Virginia. I wrote about the local ice cream shop, the event planner, and a community of artists. What I found as I interviewed and connected with each business owner was that this small strip of local businesses (much like other areas across the world) has a collective spirt and a story that needed to be told. These posts were the catalyst for me to start CEO Blog Nation which includes DMV CEO–which covers entrepreneurship in DC, Maryland & Virginia. The beauty of these articles that I wrote for Patch was that it was a way to highlight the Occoquan, VA area and promote the local businesses there.

So, why is blogging important to the local business owner? With so many things to juggle and so little time, why should a business owner take the time to blog? At CEO Blog Nation, we often ask entrepreneurs how they use their blog for their business, so I highlighted some of the reasons we’ve published below:

Blog Post From Rescue a CEO (CEO Blog Nation)
Blog Post From Rescue a CEO (CEO Blog Nation) – www.rescue.ceoblognation.com
  1. It’s good for SEO – Blogging provides fresh content which can help you and your business to rank well on search engines. Even if you take the time to follow a great strategy which is to guest blog or repost your blog on sites like LinkedIn Pulse or Medium, it is still a good way to help you to be found on Google.
  2. It’s a unique way to tell your story – One of the common questions and concerns from business owners is that they don’t know what to write or blog about. Business owners can tell the behind the scenes of the their business or their shop. It could be anything from having spotlight interviews of employees or maybe a customer or client can guest post on your blog. These types of posts provide fresh content and information to your readers, but can make you a more trusted option that your customers are more likely to buy from.
  3. Answer potential questions – One of the pains as a business owners is getting “shopped.” This is when a potential client asks a bunch of questions and you provide all your great answers for “free” and they don’t actually buy from you. While that’s not always a bad thing, when time is scarce why not create blog posts with frequently asked questions that you can direct people to and can save yourself time. It’s a great way for you to tell a potential client that “someone asked a similar question so you decided to write a blog post that you can send to them to answer that question.” This is also a great way to solidify yourself as an expert. Here’s an example I had from a client that wanted to know how to name images for SEO.
  4. More leads and opportunitiesAccording to Hubspot, B2B marketers that use blogs receive 67% more leads than those that do not. You will receive opportunities especially if you have a way to build your list or if you have a way for people to take action (see the bottom of this post).
  5. It helps to drive traffic to your site – If you have your blog integrated or built into your website or even if you just link to your website, it’s a great way to drive people back to your website. If you are providing quality content that is relevant to your target market, they will come to your blog and might sign up for your newsletter or connect with you on social media.
  6. It’s the future – Another interesting fact, which is evident in our every day human interaction–we aren’t speaking to each other as much in the “old way.” Now, interaction is taking place through FaceTime, Facebook Messenger, Snapchat, Periscope or Groupme. That will only continue. By 2020, customers will manage 85% of their relationships without talking to a human.

There are numerous reasons why business owners and entrepreneurs should start to blog. If you want to get started or want to find out how to get more out of your blog, check out my free business blogging course at CEO Blog Nation

3 Simple and Easy Steps to Get Started with Your Business Blog

Blogging is not a new phenomenon. It was introduced as a term in the late 90’s but for entrepreneurs and business owners, it is just starting to become mainstream and be seen as a way to promote, brand and generate leads for your business.

I think blogging is going to become more and more relevant in 2016 and beyond. I decided to write a step-by-step guide on how business owners can get started with blogging.

What is a Blog?

First, I thought it was important to define blogging. I have a more “broad” definition for blogging that most. I don’t see it as only having a Blogger, WordPress or Medium account. I see it simply as the publishing of digital content. It’s a lot more of a broad definition than is traditionally thought. There’s two reasons for this broader definition:

  1. Some of the social media sites are building a way to blog within their platforms. Twitter was always defined as micro-blogging. LinkedIn has Pulse and even Facebook has Notes. (Side Note: Be on the lookout for Facebook’s Instant Articles launching in April)
  2. Blogging can take many different forms including video (YouTube), audio, and photos (Instagram). When I’m speaking with clients, I usually recommend blogging related to their strengths. Are you great at talking to people, maybe start a Podcast? Are you great in front of the camera, maybe start a YouTube channel?

3 Steps to Get Started

  1. Come up with a list of ideas for blog ideas. As a business owner or entrepreneur often your best way to use your blog is to educate your target market. I always believe the best way is to provide content and information that is simultaneously relevant to your target market and your business. So some blog topics can include questions that your clients might ask you.
  2. Choose a way to blog. There are many ways to blog including guest blogging. You can even blog on one of the existing platforms like LinkedIn, WordPress.com or Medium. If you have a blog on your website, you can also start to blog there.
  3. The most obvious step is just to start writing. While, it is always better to have a strategy and an approach. I think one of the biggest reasons that people don’t get started is because they think too much about it. Really, what you should be doing is to just start writing. Find a blog within your industry or target market and reach out to the editor and ask to guest blog there or add a blog to your website and just blog there.

If you thought this was interesting would love to see your comments below! Also check out my FREE Business Blogging Course at CEO Blog Nation.

Have You Resolved to Blog in 2012? Small Business Bloggers Unite in Alexandria, Virginia.

Blogging is for everyone, even small businesses.So, you’ve created a Facebook Page, updated your LinkedIn profile, and you have a Twitter profile, yet you’re not swimming in “Likes” and “Followers” in any social network. While you hear about new Social Media sites launching every month, you feel it’s a waste of time to invest in every tech start-up that hangs their shingle out. And, I agree. Well, it’s a new year and as good a time as any for a strategic marketing plan, that should include a small business blog to help plan, motivate and drive site traffic. In the meantime, I’m going to tell you what I tell every audience I talk to about the foundation of Social Media: blog. Yup, that’s it–a plain and simple strategy to jump-start your Social Media campaign in 2012. Stay tuned for a series of articles here that will cover blogging for Small Business!

If you don’t know how, and you live or run a small business in Alexandria, Virginia, you can get some great assistance by joining the Small Business Bloggers in the Alexandria Small Business .COMmunity here at AlexandriaSmallBusiness.com. It’s not only a community blog about the great things that Small Business is doing in Alexandria, but the products and services they provide, and advice to start, manage and grow your Small Business in general from the folks over at the Alexandria Small Business Development Center in Alexandria, Virginia.


Photo courtesy of The Library of Congress