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This math pattern explains your marketing performance

 
 
Look at a million marketing charts, and you’ll see a pattern.
There’s always a curve where the top performers are big winners, followed by a big drop and long tail.

Often, these curves follow Zipf’s Law, which states that the second item has half the value of the first. And the third item has one-third the value, and so on.

In other words, top performers in any channel get exponentially better results.

Search is a perfect example. The top ranked page gets a 25% clickthrough rate. Number two gets 12.5%. It’s a ‘Zipfian distribution" right down the line.
The charts for other channels are the same. Here you can see performance curves for social media, YouTube and website traffic. They all follow Zipf.

The strategic implications are clear: do whatever you can to create a top performers, where results are 100x the average performers.

That means focus.
Don’t spread yourself too thin across a lot of efforts.
Get serious about a few channels and go big.

In this article, we share the data, charts and three specific recommendations for aligning your marketing strategy with this inescapable reality.

It’s a short post with big implications that may affect your thinking for years to come…

Great! Show me the charts and the three strategy recommendations →

Bonus Insight: What are the implications for AI?
If the goal is to create 10x content, then stop using AI to improve efficiency. It doesn’t matter how fast your content creation process is if the final result is just another medium quality blog post.

Instead, use AI to produce higher quality. Because your results are always plotted on a power curve.
 
 
Want to learn about the latest Local SEO trends in 2024?

Join us for a live webinar with local SEO expert Joy Hawkins on July 30th at 12:30 pm CT.

 
 
Orbit Media Studios, 4043 N Ravenswood Ave., Suite 316, Chicago, IL 60613, United States
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