Potentially then higher education produces, as part of its everyday function, a large amount of long-tail content. All of the outputs listed above are unlikely to attract large audiences, but all of them are capable of gathering niche audiences, which collectively would fulfil a large element of a university’s public engagement function. This can be realised through specific projects, such as the OER projects many universities are initiating. However, long-tail models only work when there is sufficient content to occupy the tail. In order to achieve this scale of content in a sustainable manner, the outputs listed above need to become a frictionless by-product of the standard practice, rather than the outcomes of isolated projects.