In a world where the battle for attention is raging, the modern musician must absolutely understand the major importance of an optimal content strategy, rather than being guided by chance or goodwill.
Indeed, it is only through your content that you will be able to attract targeted fans, retain them and convert them into customers.
You need a coherent content strategy adapted to your audience that answers the questions: what, when and where to share?
Content marketing is the process by which we will share free and optimized content on the Internet in order to capture the attention of our potential fans and achieve our goal.
This content can take all kinds of forms: videos, photos, audio, articles, lives, newsletters, etc.
Many musicians appreciate this, especially because it is much less expensive than traditional advertising, even if it requires investing time and energy, and organizing.
The advantage is that the content you create will last much longer than any promotional campaign and will still allow you to attract fans in the years to come.
This is all the more true if you regularly broadcast content on easily referenced platforms (Youtube and blog, then Twitter and Instagram to another extent) and if you take care of your SEO.
In this article, we will look at how artists and musicians can create their content strategy to develop their Internet audience and boost their results.
1. Where to publish: On which media to share your content?
The first step in the strategy is to identify the communication channels through which you will communicate and share content with your fans. I am thinking in particular of:
- Your newsletter? Your blog?
- Facebook, Twitter, Youtube, Instagram, Soundcloud, Snapchat or Linkedin?
Not all of these media are relevant to YOU. So, you need to target your potential and current fans, and know where they are most present online.
To do this, do not use your intuition.
Each platform offers its own features, hacks and will give you a different return on investment. It will be much easier to contact your fans on Twitter than on Snapchat. But if your audience uses the ghost app on a massive scale, everything can change.
If you don’t know the best practices and tips for getting the most out of a platform, find out more and get trained.
That being said, I recommend the social networks with which you must absolutely start your social strategy.
Indeed, it is true that you could choose to be present on all social media in the world. You never know.
However, for your content strategy to be effective and optimal, you need to define three or four communication channels that will have priority over the rest.
These are the ones that offer YOU the best return on investment and on which you should naturally focus.
However, note that some media are much better suited to fan retention (Facebook, newsletter, Snapchat), fan acquisition (Twitter, Instagram, Soundcloud) or are in between (Youtube, blog).
So don’t rely on tools that are mainly oriented towards loyalty, otherwise you will only win fans very slowly. On the other hand, it is useless to acquire fans, if you can’t offer them anything more.
So, find the winning combination for your musical project.
Once you know which communication channels you should focus on, you can think about the types of content to offer exclusively (natively) on these different platforms.
You can then use other media to relay your content broadcast on priority platforms.
2. What to publish: How to generate content related to your music?
This brings us to the heart of your online marketing strategy: content. If you don’t produce content or it doesn’t interest your target audience, you’re wasting your time.
As a musician, you must share both new sounds and new publications on a regular basis to maintain your community’s commitment and unite new fans.
Many musicians make the mistake of either focusing on music or doing the opposite and never sharing titles.
Your titles are the most valuable content of your strategy, which is why they must be the driving force behind it, but you must also continue to distribute other types of publications between two releases.
In fact, you need to share content to attract new fans, as well as to retain existing fans.
It should also be borne in mind that your content should be of interest to both fans and professionals.
These are not to be neglected and you should occasionally highlight certain developments in your career to show that your project is really in motion: concerts, launches, press, etc.
Once you have all this in mind, it is best to choose the content you prefer to create and distribute.
Indeed, if you hate doing covers, it will be difficult to make it a habit. However, as we will see in the next section, you will have to produce this type of content quite regularly.
I invite you to try and persevere, but if it doesn’t work, move on.
What can you try? As for ideas, you can simply refer to the article I wrote about the 101 content ideas for musicians.
You will find all kinds of ideas to integrate for your content strategy, no matter what platforms you share on. What ideas for recurring publications can you put in place?
Knowing that your publications should ideally:
- Encourage sharing and word of mouth
- Start the conversation with your fans
- Be regular and replicable
- Match the interests and concerns of your audience
- Pleases potential fans, super fans and pros alike
For each priority communication channel, select one or more recurring publication ideas, i.e. you could publish weekly with new content, taking into account the optimal publication frequency of each platform.
For example, on Youtube and Soundcloud, you will need on average fewer concepts than on Facebook, your blog or Twitter.
3. When to publish: What timing for its publications?
For your music project to exist on the Internet, you must regularly produce and distribute fresh and original content at least three times a week.
Obviously, the closer you can get to a daily frequency, the more powerful your strategy will be.
The goal is to make your fans want to come back and follow your news, but also to build stronger relationships with them.
Depending on the platforms you have chosen to use, the frequency of publication will vary.
For example, as a general rule:
- For your newsletter and blog, you can settle for once a week
- On Twitter, you must publish several times a day (but it can be a cure)
- On Facebook and Instagram, try to publish once every two days at least
- On Youtube and Soundcloud, it all depends on your strategy, but publish at least once a month
In short, you must remain active on the media you prefer. However, no matter how often you choose to publish for a particular channel, you must remain regular and maintain this habit over time.
You don’t make huge efforts for two weeks, only to disappear afterwards.
This means that you need to organize yourself to have concrete ideas for publications to share in the coming weeks, but also to plan, if you can, for programmable content.
Indeed, I often make the distinction between spontaneous publications, which are distributed live according to current events, and planned publications, which are either timeless or planned in advance and which you can set up at any time.
Learn to play with both types of publications to maximize your content schedule.
4. How to organize: How to create your content calendar?
Now that we have established your editorial strategy, we need to bring together the main points in a document that will make your life easier: your content schedule.
A content calendar is an effective way to know what, where and when to publish your content on a daily basis.
Simply indicate the nature of the publication for each time slot in the coming week (corresponding to the frequency of publication on the platform) for each media by giving as many details as possible: format, media, text, time, comment, etc.
For example, if you know that you have to publish 4 times a week on Facebook, fill in a line for Monday, Wednesday, Friday and Sunday with the corresponding information.
If you use a spreadsheet, you can dedicate a tab for each priority communication channel and if you use a calendar instead, you can use a different color each time.
The best thing is to do this on weekends for every week that comes along, but you can always get ahead of time in your spreadsheet or calendar for organization and planning.
It is especially interesting if you set up marketing campaigns or if you want to play with seasonality (holidays, birthdays, anniversaries, anniversaries, events, etc.).
Every artist, music group and musician should nowadays think in terms of creating and distributing content.
And for good reason, on the web it is only through your content that you exist, that you attract and that you retain.
So, set up your content marketing strategy, editorial line and content schedule as soon as possible.
The results will not be immediate, but you will create an environment that is conducive to your online development and has real offline impacts.