What an artist can teach you about marketing
The launch of a new piece of content such as a blog, video, podcast, or infograph is very similar to a new artist who launches a new song and hopes to be on the radio. Like any artist, every day they carry out the promotion of their art.
Instead of thinking of yourself as a blogger of arbitrary words, think of yourself as a creator of promotion of your art and a seeker of exposure time. Whether you’re a freelance or a SME or a music artist, you’re creating something that you want to reach the people you want them to listen to, read, react to, see and share.
Music is promoted through marketing, advertising, tours, video clips, video marketing and merchandising all in order to keep a musical artist’s name in the public eye in the same way you’re trying to do with your content marketing strategy?
If you make the content known to the fans and they become your fans and become your customers then they buy your services or products. The more an artist sells, the greater his popularity, this helps the artist finance his later projects he pursues. Do you get to see the frame?
Musical artists knock on the door to the radios (less and less) promote their night shows, create events and hang out online, send links to their Spotify sites, the most applied even send LinkedIn requests, build Facebook audiences and twitter followers, anything to get more fans.
The point that both company and musicians need is exposure. You need the same whether you are a blog, a chain or a company that wants everyone to know. Your audience is out there.
We’ll make a comparison between two content creators like an artist and a blogger: The artist starts with some lyrics on a sheet of paper, which will become some songs, build a hook.
You listen to your audience, talk from experience, perfect your music, create a single, an album and promote it. And the blogger listens to the market, builds a theme for his content marketing strategy, writes his scheme, builds his blog and launches it onto the market.
But how to achieve exposure in a saturated, noisy market, with unlimited channels for collecting, consuming and exchanging information? In other words: How to create a content marketing strategy like a rock star?
Think like a musical artist, not a blogger.
Some questions to start with: How can I create my art, how can I share that, how can I know what matters? The biggest acts in music operate successfully and long term by thinking about the commercial part of music.
Change your perspective and consider blogs from the business side, not the entertainment side and remember that despite all the endless changes, social media gives you the opportunity to build your audience.
Don’t promote a bad song
It’s hard to recover after listening to a shitty song (or a post or whatever) that has been exaggerated in its qualities. It’s more than advisable to get feedback from respected people in the industry you’re addressing before releasing it.
Create a list of 20 or 30 colleagues from your network or community and use them as a test bed for your content. Then, if you see that your feedback is at least 60% positive go ahead…
Address your target audience
A Hip Hop artist would be wasting time trying to write music for opera fans or jazz enthusiasts (let’s be clear that this is a very conservative statement and that the future of the “species” is the mix, but I think you all understand the idea ;). The issue lies in the qualities and know-how about a particular discipline or style and that there are always great musicians, people from orchestras.
Possibly we see it clearer from the point of view that immediately someone finds interesting immediately begins to generate content as 10 things you should know about, how to take advantage of X, Be expert in nosequé in less than 10 days.
Stop trying to be an expert in digital marketing for everything, also given the growing complexity of social networks, their advertising systems, algorithms, etc. is complicated …
Some people may not distinguish Vine from YouTube and some see it all as digital marketing. Be clear about who your target audience is and know where they are on the web. Meet them, read their comments and adapt your message and channel to talk directly to them.
Don’t believe what they say.
Musical artists know how the press works (or should) and it is always interesting to pay attention to “competition” (I put it in quotation marks because there are still people who don’t know that we all compete for the leisure budgets of our target audience).
Artists know that “making it look easy” is an illusion. There are those who think that one of the biggest mistakes in marketing is catching up on all the marketing noise made by others.
When you’re in the bubble and pay attention to every ad from your closest competitors, it’s easy to get discouraged. When you see the achievements of the competition, appearances in magazines, interviews, travels, etc. could be discouraging.
It’s good to keep that in mind to take measures to your “competition” (the next time this term appears, I’ll put it without quotes ;P ) but don’t think it’s all glamour and ivory towers and magic mirrors.
Your competitors succeed through hard work, pushing and carrying it out every day so that “things that look so easy” when they are not. Be competitive and remember that what got you here, won’t get you there, remember that famous A.
Einstein said that if you want different results, act differently and if you’re in a place that doesn’t convince you, but everything changes over time so it’s not that simple either.
If you understand your audience, work hard to make them smarter, and serve as a resource for them, you will grow your audience. As musicians we have a duty to entertain, we are part of the world of leisure that is intrinsically linked to culture.