Kevin White — Head of Marketing, Scrunch
Published:
You can almost build or create that long tail content — I like to call it the long long tail. If you build it, AI bots are very good at finding that specific content. Focus on where you can absolutely win versus a broader, volume-driven SEO strategy; the AI side is much more long-tail intent and you might get less traffic but much higher conversions.
What does Kevin White say on The Agile Brand with Greg Kihlström?
Kevin White, Head of Marketing, Scrunch, says: Kevin White of Scrunch discusses how the rise of AI agents and LLMs is shifting marketing objectives from being 'found' to being 'cited,' arguing that traditional referral and traffic metrics are insufficient. He outlines practical strategies—monitoring AI visibility, building highly specific 'long long tail' content, and serving both human and machine audiences—to protect brand accuracy and earn citations from AI-powered interfaces.
From: The Agile Brand with Greg Kihlström
Cite as: Kevin White. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kevin-white-you-can-almost-build-or-create-that-long-tail-content-i-li