Tuesday, September 26, 2006
Content gets a longer tail
There has been quite a lively debate about the ‘Long Tail’ since Chris Anderson first wrote his article in Wired back in 2004. In today’s Wall Street Journal a couple of news items caught my eye that provide tools for content to wag their own long tail. And where there’s content there is usually something PR people should pay attention to. Specifically the news stories were: Cisco’s move to create a B2B video messaging service; and a piece by Lee Gomes that talked about how companies like LiveOffice are enabling people to store podcasts of just about any conference call they hold. In both these cases companies (well people actually) can find a permanent home for content that would ordinarily have died a death pretty quickly. This is potentially interesting for the PR industry in that it creates some further resources to help editors and analysts but also tools that can communicate directly with communities or individuals. No longer will people have to dig around in the store room for that old footage of their CEO talking about… whatever he was talking about, or the tape of their CFO explaining the way they are going to reorganize the business. Of course it also means that the opinions we put forward are going to be there for all to see and hear for many a year to come AND they'll be easy to find...but that’s no bad thing. Is it?