There’s that scene in Almost Famous where everyone’s gotten back on the bus after Russell flipped out at a party after a show. Too much beer, too much acid, and a rooftop proclamation of divinity followed by a two-story pool dive later, and here we are: in a borrowed pair of shorts and a towel, his band and groupies staring at you like you’ve deserted them.
But then it happens: the strain of a familiar (and fantastic) song, and the bus slowly comes alive. One by one, riders start to sing, until even the jaded and ashamed Russell joins in. Fences are mended, hearts are healed, and the show goes on, as it must.
Sometimes, our websites are big, crowded, disappointed buses, with a lot of pages that don’t know what to do or how to fit. It’s awkward. It’s clumsy.
But then it happens: that tiny kernel of data comes along, something a content curator or a SEO campaign manager notices. “Hey, now this is something!” There’s a search query result that pops up multiple times. A frequently asked question that’s not addressed with a page on your website. A common customer service issue. A Twitter conversation that goes viral in the industry or in a social influencer’s space.
Tiny data, that kernel of truth – it’s out there. It’s what we dream about, what we salivate over, the one thing that Big Data keeps us chasing. Find it, and that bus is yours. Suddenly, the content on your site starts to sing along, and harmony is restored.
It may sound like metaphorical hokum, but it’s not. In the new world of inbound marketing, finding the kernels of truth related to our content, our product or service, our mission or vision – it can be the catalyst that drives change. The catalyst that drives traffic. The catalyst that drives conversion.
It can happen. Tiny data is just waiting to be discovered. Someone, some champion is going to find this kernel of truth, and start to sing its song. It’s the right content, at the right time, on the right channel, for the right audience.